Social Listening
The brand I selected was Raycon Global, or Raycon for short. They are most well known for their premium earbuds. Many YouTubers and other influencers I watch get sponsorships from Raycon and they swear by them. I find it interesting because this smaller brand was able to compete with AirPods and Beats and make a name for themselves.
Raycon's value proposition can be found on their website and it reads: "To power your journey to the top, our team of platinum artists and leading tastemakers worked tirelessly to design great products you'll love everyday".
The best things about Raycon earbuds are their all-day comfort, water resistance, 6 hour playback time, and their price point. These earbuds keep comfort in mind, so they're designed to perfectly fit your ears. The water resistance is important to certain people but the 6 hour battery life is very appealing and a big selling point. To top it off there's a price point of $80 (or $120 depending on which model you prefer) which is significantly lower than other premium earbuds and headphones on the market, while still having a professional quality.
Raycon sells three main models of earbuds and one model of headphones. Their first earbuds: The Everyday 25 Earbuds are $80 and they received a rating of 4.6 out of 5 stars. Second are the Performer E55 Wireless Earbuds which cost $120 and they received a rating of 4.8 out of 5 stars. Their last model of earbuds are the E100 True Wireless Earbuds which also cost $120 and their rating is a 4.7 out of 5. Their only model of headphones are called the Do Not Disturb H100 Headphones which are $150 and have a 4.8 star rating.
Raycon also sells two other things on their website. The first is a digital gift card that has the option of loading $80, $100, $150, $200, or $300 on to it. The other item is a $15 leather bag for your earbuds that comes in black and can be tightened to protect your earbuds. Each pair of earbuds comes in a case so this extra bag is completely optional for customers.
Raycon's marketing is like a disease that's spreading. It's everywhere. Their ads are all over websites, social media apps, and YouTube videos. Most people know about Raycon because a YouTube video they watched or a YouTuber they watch was sponsored by Raycon. Raycon sponsors all different kinds of YouTubers from animators to sketch comedians to vloggers.
As an example, I took to Twitter and immediately found this Tweet to the left. The person who made this tweet noticed a trend in YouTube sponsors and felt the need to share it.
Basically, a company or brand decides to start giving money to lots of content creators via sponsorship. After steadily sponsoring these YouTubers for a while the company slows down their number of sponsorships and a new company ready to sponsor emerges.
At the present this is exactly what Raycon is doing and it's proving to be beneficial for them.
But eventually Raycon will die down and new sponsor will dominate.
Raycon markets to people who want to be and look just like popular artists and celebrities.
Raycon as a brand makes a big deal about these well known people that wear their earbuds. They even use it as a selling point, saying that you should buy their products because these famous people did.
From some of the reviews I read online, I saw three replies from Raycon to the customer. All of the replies were on bad reviews. One person said that the earbuds kept falling out of their ears and Raycon said that they should be able to find the right gel tip so they don't fall out. Another person said that the earbuds are a waste of money and Raycon replied with the website for their help team and told the customer that they have a 45-day satisfaction guarantee. In all three replies, Raycon gave the customer their support website.
Raycon responded to their customers well because they kept it professional and made a full effort to help. This was a good decision for the company because it shows potential future customers that they care about you and your satisfaction with their products.
If I were the brand manager for Raycon I would've offered a new pair of earbuds and a free earbud leather bag for their troubles. People like the word free so they probably wouldn't be as mad as they would've otherwise been.
After doing this assignment, I will look at company's and sponsorships differently. I learned that you have to know your customers and what your customers want as a company. Sponsorships benefit both the company and the person being sponsored. I also learned that overall Raycon is a great brand but I think I'll stick to Beats and AirPods for now.
Raycon's value proposition can be found on their website and it reads: "To power your journey to the top, our team of platinum artists and leading tastemakers worked tirelessly to design great products you'll love everyday".
The best things about Raycon earbuds are their all-day comfort, water resistance, 6 hour playback time, and their price point. These earbuds keep comfort in mind, so they're designed to perfectly fit your ears. The water resistance is important to certain people but the 6 hour battery life is very appealing and a big selling point. To top it off there's a price point of $80 (or $120 depending on which model you prefer) which is significantly lower than other premium earbuds and headphones on the market, while still having a professional quality.
Raycon sells three main models of earbuds and one model of headphones. Their first earbuds: The Everyday 25 Earbuds are $80 and they received a rating of 4.6 out of 5 stars. Second are the Performer E55 Wireless Earbuds which cost $120 and they received a rating of 4.8 out of 5 stars. Their last model of earbuds are the E100 True Wireless Earbuds which also cost $120 and their rating is a 4.7 out of 5. Their only model of headphones are called the Do Not Disturb H100 Headphones which are $150 and have a 4.8 star rating.
Raycon also sells two other things on their website. The first is a digital gift card that has the option of loading $80, $100, $150, $200, or $300 on to it. The other item is a $15 leather bag for your earbuds that comes in black and can be tightened to protect your earbuds. Each pair of earbuds comes in a case so this extra bag is completely optional for customers.
Raycon's marketing is like a disease that's spreading. It's everywhere. Their ads are all over websites, social media apps, and YouTube videos. Most people know about Raycon because a YouTube video they watched or a YouTuber they watch was sponsored by Raycon. Raycon sponsors all different kinds of YouTubers from animators to sketch comedians to vloggers.
As an example, I took to Twitter and immediately found this Tweet to the left. The person who made this tweet noticed a trend in YouTube sponsors and felt the need to share it.
Basically, a company or brand decides to start giving money to lots of content creators via sponsorship. After steadily sponsoring these YouTubers for a while the company slows down their number of sponsorships and a new company ready to sponsor emerges.
At the present this is exactly what Raycon is doing and it's proving to be beneficial for them.
But eventually Raycon will die down and new sponsor will dominate.
Raycon markets to people who want to be and look just like popular artists and celebrities.
Raycon as a brand makes a big deal about these well known people that wear their earbuds. They even use it as a selling point, saying that you should buy their products because these famous people did.
From some of the reviews I read online, I saw three replies from Raycon to the customer. All of the replies were on bad reviews. One person said that the earbuds kept falling out of their ears and Raycon said that they should be able to find the right gel tip so they don't fall out. Another person said that the earbuds are a waste of money and Raycon replied with the website for their help team and told the customer that they have a 45-day satisfaction guarantee. In all three replies, Raycon gave the customer their support website.
Raycon responded to their customers well because they kept it professional and made a full effort to help. This was a good decision for the company because it shows potential future customers that they care about you and your satisfaction with their products.
If I were the brand manager for Raycon I would've offered a new pair of earbuds and a free earbud leather bag for their troubles. People like the word free so they probably wouldn't be as mad as they would've otherwise been.
After doing this assignment, I will look at company's and sponsorships differently. I learned that you have to know your customers and what your customers want as a company. Sponsorships benefit both the company and the person being sponsored. I also learned that overall Raycon is a great brand but I think I'll stick to Beats and AirPods for now.
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