I would end my reflection on Denon’s communications strategy by saying that it would not take much for it to take the lead.
If I were responsible for setting up a communication campaign for Denon on the French market I would implement the following strategy.
Show that Denon is a brand of the future, of innovation, make it a trendy and hype brand. By making Pioneer seem too conservative, a brand of the past.
By targeting the young generation of DJs because they represent the future of the industry. The new generation is used to using controllers with pads or functions like Hot cues / roll / loop / slicer are essential for creative performance. Highlight the standalone side, because all these functions are available without a computer.
He had a lot to do on this side because even the CDJ 3000 does not have these functions (just the hot cues)
The ease of use side also, look at how the loop system with an encoder on Denon products is so simple, quick and intuitive to use compared to the old pioneer loop in / loop out system and yet it clearly has not been put forward.
I will develop French social networks to relay communication to this new generation, in particular Instagram where most of this new generation of DJs are located, but also Facebook.
It is this new generation of DJs that we must target as a priority because they represent the future of the industry.
If Denon manages to make Pioneer look like a brand of “old conservative boomers” Denon can regain its place as Number 1
I think I said it before in a thread but my guess is that they won’t licence “Pioneer” now from Pioneer Corp as it’s been ten years now. That could have been as long as the licence was granted.
Maybe Pioneer asked too much money to renew and AT called them out and said no?
"So does this mean the end of Pioneer DJ, as some have speculated?
Not according to AlphaTheta, who say: “Both brands will continue to co-exist.
We will continue to manufacture Pioneer DJ products and AlphaTheta products offering customers new value and more choice.”
However, this brand is clearly intended to be the flagship brand going forward,
not least because it shares its name with the corporation that owns it,
just as Pioneer DJ once did with the Pioneer Corporation."
Make of that what you will Reese, but my guess, cheapo controllers will be Pioneer branded (if they are telling the truth that is) and higher end gear will be Alpha branded.
