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Chicago-Region Beltone Taps Word-of-Mouth Marketing Firm ZWO as Agency of Record
"ZWO has a number of strengths we have been looking for in an agency," said Corrine Perritano, President of Beltone North America. "They have many years of experience in consumer marketing, and were able to precisely define our markets and articulate a distinct roadmap for reversing the stigma associated with wearing hearing aids. They have qualified expertise in the senior lifestyle market, which is certainly a part of our community. And they will focus primarily on reaching our various markets with the Beltone story through our customers, one of Beltone's primary assets."
ZWO's clients have included Salt Life, a lifestyle apparel brand, The Game, a collegiate and fan apparel brand, Campus Crest, a worldwide student housing public company, Dreamworks, Topco, a co-op of regional grocery retailers, ACTS Retirement-Life Communities, and MD Complete Skincare.
"ZWO has always focused on working with customers to tell a brand's story. We make that process simple by providing them with the tools and channels to easily share their stories with others," said Cynthia Jenkins, ZWO president and principal at ZWO's west coast office in Laguna Beach."Though we will provide creative and strategy for traditional media like tv, newspaper, and point of sale, our particular media focus will be on shifting the conversation about hearing health through influencer and social channels. Over the years we've specialized in reaching several demographic groups, particularly millennials and seniors. It's interesting to note that there is a lot of overlap between the millennial and baby boomer segments -- both are more engaged with technology, are health conscious, and have high expectations not only from products and companies, but from life itself."
According to the National Institute on Deafness and Other Communication Disorders (NIDCD) 8.5 percent of adults aged 55 to 64 experience "disabling hearing loss" and "nearly 25 percent of those aged 65 to 74 and 50 percent of those who are 75 and older have disabling hearing loss." Due to the increase in use of ear buds, technology, and jobs that involve a high-decibel environment, "approximately 15 percent of Americans (26 million people) between the ages of 20 and 69 have high frequency hearing loss." Untreated hearing loss has a significant effect on a person's health, including social withdrawal, depression, anxiety, loss of balance, and even dementia.
"Less than 1/3 of those suffering with hearing loss age 70 or over use hearing aids right now," said Jenkins. "And about 16% of those experiencing hearing loss between the ages of 20 and 60 use hearing aids. That's a low market penetration rate and offers a world of possibility in increased market share for a company like Beltone, which offers unmatched service, technology, and has a great story to share."
"We are headquartered in a region of the country that offered a host of possibilities for good agencies," said Perritano. "But we believed that ZWO could provide us the focus that we needed to reach our aggressive goals."
Beltone's most recent major product launch has been Beltone Legend™, the first full family of made-for-smartphones hearing aids, and a 2016 Edison Award nominee, a 2016 Webby Awards honoree in the Mobile Connected Product and Wearables category, and a winner of both a 2016 Stevie® Award in the health and pharmaceutical products category and a People's Choice Stevie® Award for Favorite New Products.
With offices in Greenville, SC and Laguna Beach, CA, ZWO is a branding & marketing firm that engages brands and consumers in remarkable ways. The ZWO team works to transform markets and customers into communities of thoughtful, involved, passionate advocates for our clients and their brands. ZWO accomplishes this by implementing cause, community, customer experience, influencer, and word of mouth marketing -- particularly using web, social media, and web 2.0 tools. The company's expertise in strategic counsel, marketing direction, and brand development for local, state-wide, national, and international clients has allowed it to serve clients in diverse industries, including apparel, student housing, retail, sports, senior life, events, youth, and non-profit segments. For more information on ZWO visit http://www.betalkable.com or contact them at 864.509.1057.