MXR To Drive Digital Radio Sales With Dedicated Website
MXR is hoping to drive the take-up of digital radio receivers with the launch of a dedicated website offering consumers the opportunity to buy a range of the latest DAB products.
The website, www.buydigitalradio.com, will offer digital radios made by leading brands including Goodmans, Intempo, Pure and Roberts, whilst providing a commission-based revenue stream to partner analogue stations.
The initiative will be supported by a range of on-air and off-air marketing activities including live reads from MXR’s analogue radio partners: Heart, Galaxy, Real and Jazz FM, as well as click-throughs from their websites.
The initiative will also be promoted through advertorials in a range of national print titles including Living etc and Hello! magazine. Regional print competitions will also run concurrently with activity by MXR’s ‘digital driving crew’, which will distribute promotional material at major shopping centres across the UK.
Commenting on the launch, Diane Wray, MXR’s marketing director, said: “Buydigitalradio.com will, for the first time ever, enable radio fans to order a great selection of digital radios from the comfort of their home, or at work. With leading brands, competitive prices and delivery in just three days, we will give customers a viable way to beat the high street this Christmas and beyond.”
The cost of digital radio receivers looks set to drop dramatically with news that leading consumer technology manufacturer, Sony, is to enter the market. Sony’s digital radios are expected to launch early next year and will undercut the price of the cheapest digital receivers, which currently retail at £99 (see Sony To Drive Growth In Digital Radio Market).
The latest research from the Digital Radio Development Bureau shows that sales of DAB digital radios increased by 165% in 2002 and look set to more than double in 2003 as more transmitters help to increase digital radio coverage to 85% (see Sales Of DAB Digital Radios Boom In 2002).
MXR: www.getdabdigitalradio.com
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