Debra RussellMerchant Lead – MP3s, Accessories

Kevin BalonVice President, Musical Instruments

Why DJ/Beats? Why Now?

The DJ culture is about to explode. We want to be there first…And no one can do it better than BBY!

– We already have built-in expertise with our Musical Instruments initiative

– We’ve built a strong business with Beats headphones…Expanding to DJ Lifestyle takes it to the next level

– DJ Hero game launches 10/27

– Brian Dunn thinks it’s important

Objectives

Create a unique, differentiated customer experience, across all customer touch points (multi-channel, multiple distribution outlets)

– Drive Traffic – In-store, online

– Offer customers a backstage pass to the latest/greatest technology

– Create/OWN the DJ experience

– BBY as destination for best sound quality, across multiple product categories

Blue shirts as DJ experts, evangelists, grass roots, localization

What To Expect Pre-Holiday

Products

Marketing

Events

Online

Training/DJ Contest

Products: All Stores

Products: 250-400 Stores

Products: 50-100 Stores

Miscellaneous Products

Beats by Dr. Dre Headphones: 5 new skus: Solo, Lady Gaga

HP Envy laptop, powered by Beats (store count TBD)

Miscellaneous accessories: Monster power/cables, Napster, iTunes cards

Marketing

TV: Great gifts spot (featuring Beats headphones)

Gift Guide: RZ Silver, Female experientials – Lady Gaga Heart Beats, Beats, by Dr. Dre Studio headphones

@ 15: “15 gifts that give” (Beats, DJ Hero game)

BBY Tag Media: Exclusive, behind-the-scenes footage to run in-store (HD wall) and on-line (media network)

Pitch-In online program

Co-marketing opportunities with Activision (DJ Hero launch 10/26, DJ Lifestyle launch events mid-Nov.)

Events

In-Store events • Lady Gaga (Union Square GO)

• Dr. Dre, Timbaland meet and greet

• Local DJ meet and greet, DJ in-store demos

Mall Of America events Miscellaneous opportunities under consideration:

• Pro sports partnerships (Xgames, NBA, NFL)

• Grammies

• Live Nation

• NASCAR

Online

BBY.Com– Micro site developed: One stop shop for all things Beats

(product info, artist videos, etc)

Online channel (preliminary)– Integration/placement on social media sites

– Mobile (ring tones, apps, etc)

– Viral communication of BBY events (video features, in-store events, launch events)

Training/Contest

Comprehensive training program to cross entire store, relevant product categories (MP3, MI, Gaming, Music, PC)

• Learning lounge, ETK

• Weekend training

• Monster in-store trainers

Contest – “Unleash your inner DJ”• Share your knowledge, passion and experience in a 2 minute video

• Judges – Will. I. Am and Jimmy Iovine

• 3 winners – Great prizes (TBD)

• Watch for more details via Employee News

Guy GonzalesTCED T7

What we need from you

Execution– Set and maintain experience

– Take the training

– Staff appropriately to handle velocity

Engagement– Spread the word

– Identify DJ talent in your stores

– Share knowledge across your store

Feedback– Use .bus to share ideas and best practices

Gaming Lounge Event

Tonight and Tomorrow

DJ Experience– Unlock your inner “DJ”

– A chance to utilize the actual DJ gear

– Compete for prizes

– Meet professional DJ’s and learn from them

Starts at 7:00PM goes until 11:00PM