The electronics brand has been increasing its profile among sports fans, with the aim of nurturing an ‘emotional connection' with the brand. Historically seen as a value brand, LG has been trying to position itself as a stylish, premium technology brand.
Sporting events have been the main focus for driving brand awareness this year so far. LG signed a new partnership agreement with the International Cricket Council running from the Twenty20 event to the end of the ICC Cricket World Cup 2015.
LG also became a global sponsor and technology partner of Formula 1 in a five-year deal. The cricket and motor racing deals follow a sponsorship deal in place since 2005 with Fulham FC, which is contracted until 2010.
Now the company is switching its attention to find some female and family-friendly marketing partnerships.
Dermot Boden, chief marketing officer of LG Electronics, says LG has been putting its marketing budget into male-orientated events. ‘We need to address that.'
Decisions about buying key LG products such as TVs, fridges and washing machines are often made by the woman in the family household, making LG consider how to target female shoppers better. LG also has several mobile phones geared toward fashion-conscious women, including the Prada, Chocolate and Cookie.
In the UK, LG has dipped a toe into the female-friendly market as sponsors of London Fashion Week for the past three years.
Boden says: ‘We have the products already but it is about making a connection beyond that and considering programmes and partnerships that are more family and female orientated.'
Boden says LG now has a ‘strategy of seeking opportunities that will connect us more closely to a female audience. LG desires a balanced programme of activities to enable connection with our consumers, whether they be female or male'.
The first focus of this new strategy will be the LG Arena in Birmingham, which Boden claims LG can use to drive stronger brand awareness with women. Upcoming events include Tom Jones, James Morrison, Jonas Brothers and ABBA the show, which are likely to attract mainly female audiences.
Boden says LG has ‘started a journey' with its brand positioning. ‘The challenge is how we make ourselves the premium brand and to do that we are not settling back and saying the work is done on anything yet.'
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