The majority of smartphone manufactures are utilising videos and press releases to build hype surround a product launch. Take the Nokia Lumia 800 for example and more recently the 920, two heavily marketed products pre-launch. What with numerous videos, press releases and even performances from international DJ “Deadmau5” in the heart of London. These events beg the question, are they effective? Are you enticed by the flashing lights and pretty colours or do you prefer the black and white facts, figures and specs?
The tech savvy among us may wise-up to inflated advertising campaigns over selling a product, however, everybody responds differently to marketing strategies and it can be said that some are more susceptible than others.
The technology industry is renowned for having prolonged “build-ups” and fancy advertising campaigns designed to spark interest, discussions and ultimately increase sales. Here at Clove we want to know how you, the consumer, feel about promotional materials and flamboyant advertising campaigns. Do you enjoy the buzz and excitement of a new product launch. Or do you see straight through them, taking no notice and base your purchasing decisions purely on the numbers (or specs).
More recently announced is the Sony Xperia Z. Videos such as the one below and other promotional materials cost tech companies vast sums of money to produce. Do they pay for themselves by stimulating consumers into believing their product has to be the next in their hand? Or do you believe that the money spent on these campaigns is a waste of money?
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it’s been shown that there are two types of people you have to consider when selling technical goods
The first kind only want to know the basics of what the product will allow them to do. They are actually put off by technical details and in fact if you make it hard for them to avoid the technical details they are less likely to buy a product, they get turned off quickly.
The second kind do want to know technical details. If they are not given sufficient technical details they will try and find out. Only then, if they can’t find what they want will they be turned off and not buy.
Thus the best strategy is NOT to push technical specifications at the start but make it easy to find them. The first group will be happy if you don’t force them into being geeks, the second will go looking for them.
i think the first kind of people like paul m says sometimes messes up sales and the company rely on the second kind of people to buy the phones, sony came up with great products for the low end market but still people are of the first kind and didnt take notice of the specs they could of got two times better phone technology again with sony xperia z awareness is the key the video helps because nobody knew that sony has a better product on the market right now and still will continue to buy the other brand s4 s5 s6 and keep on doing it regardless of looking at the tech specs. another cool thing i like about sony the second kind of people appreciate is what value you get for the product you buy which the first kind dont know til after they bought the phone.