Team 2's entry for the 2009 APG Training Network project - how to launch Best Buy in the UK

1. Team 2 A Big Idea for Best Buy

2. BBC

6. Bob Willett, head of Best Buy International Unit

8. The Marketing Challenge

9. Capture share from triallists using emotion . Dave Trott, “The Binary Brief”

10. Capture share from triallists using emotion . = Get people in, and make the experience worthwhile

11. using emotion .

12. What they say

13. “ We’re not buying anything ‘til it all blows over. It was so cheap at Christmas. How do we know it’s worth anything now?” Author’s Fieldwork

14. “ We were going to get a TV, but I don’t think I need it anymore. Life is about what you need , now” Author’s Fieldwork

15. What they do

16. 60% of people have changed their spend ‘significantly’ in response to the recession. BDRC

17. Of these, only a third have been appreciably affected by it. BDRC

18. 42% of the country have paralyzed themselves into poverty.

20. Retail Fatigue.

21. Verdict Research

22. “ A lot of times, people don’t know what they want until you show it to them” -Steve Jobs

23. “ If I listened to my customers, I would’ve invented a faster horse” -Henry Ford

25. EXCITEMENT

28. “ Formula One” Male, 25

29. “ My little one” Carol, 37

30. “ Performing on a stage” Male, 22

31. “ My boyfriend…is that appropriate?” Diana, 23

32. Electronics are exciting

33. Electronics are exciting

34. Electronics are exciting

36. 2001 2006 2003 2007 2008 2009

37. Music Players

39. This is the competition Currys

40. … But this is the competition, too

41. It’s right for Best Buy: “ You might say that we love technology, but we're not in love with technology. Technology makes a lot of promises, and we're here to make it live up to those promises. For people”

43. More excitement to be found @ IIP