XM Radio 2000 Annual Report Download - page 16

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Because music is a matter not only of the mind but also of the heart, a normal
launch campaign will not do for XM.
We need to communicate not just what we are… but also WHO we are: hip yet
high-powered… cool yet convenient… new yet nuanced… but most of all
committed to our listeners. Our national marketing campaign will educate and
excite consumers about XM. We will also receive support from our
comprehensive retail family led by Best Buy, Circuit City and Sears, the nation’s
leading electronics retailing concerns, and RadioShack franchise dealers. XM
also has key regional retailers on board through agreements with Tweeter,
Crutchfield, Al and Ed’s, CarToys, Good Guys, Mobile-One, Sound Advice,
Ultimate, Cowboy Maloney’s ElectronicCity, Magnolia Hi-Fi, and others.
In addition, we benefit from the marketing power of our radio manufacturing
partners, representing the leading names in consumer electronics and General
Motors, the largest automaker in the world.
XM has also developed strategic marketing alliances to reach key target
audiences. An exclusive sponsorship agreement with SFX will introduce XM
to millions of live entertainment enthusiasts who attend more than 26,000
events annually promoted and/or produced by the world’s largest promoter,
producer and presenter of live entertainment events. Audiences at SFX’s live
music, theater, sports and family entertainment events will have the opportunity
to experience XM Radio first-hand at special XM Radio kiosks offering one-on-
one demonstrations.
XM also has an exclusive partnership with NASCAR which extends beyond
programming our 24-hour NASCAR channel to include a significant marketing
presence at every NASCAR event, providing unprecedented access to the more
than 11 million fans who attend NASCAR races each year.
We recognize that we are promoting not just our product but also our passion.
And we are positive that this will prove our strongest selling point… as we bring
a new medium to millions of Americans.
XM SATELLiTE RADiO 2000 Annual Report14
MARKETiNG TO THE POWER OF X
“Best Buy is dedicated
to providing our
customers with the
most innovative
products to bring
them closer to the
intersection of
technology and life.
With XM Satellite
Radio, we’re able
to offer an
unprecedented level
of control over
content – putting
people in charge of
their entertainment
options, and
helping to enhance
the quality of
their personal time.”
BEST BUY
Mike London,
Executive Vice-President
General Merchandise
STRATEGiC MARKETiNG
ALLiANCES
®