Thinking Of Getting A Tablet? Check Your Emotions At The Door. - Page 2
However, sales of the Xoom so far are disappointing. Having to compete with Apple as an established player is a challenge, but marketing the tablet by appealing to people’s passion to be ultra-cool (i.e. the heart) is a short-lived strategy.
The audience has changed and developed over the past 15 years or so. They are educated, knowledgeable about functions, and has many years of mobile device usage experience and will not fall for any futuristic Hollywood hero association. Not even if the message is brought to you in your living room by a hologram of Brad Pitt.
This is the reason why Apple will continue to control the tablet market, estimated to be worth $2 billion by 2012, for a long time to come.
Steve Jobs has realised that what people want, is real benefits, delivered by real functionality, packaged in real, groundbreaking design, delivering actual customer value instead of the suggestion of customer value.
Steve Jobs applies the old rule of thumb in marketing. New product, new market—communication must be factual and focus on benefits. It doesn’t matter if you first speak to the mind or the heart, as long as the mind is sufficiently informed. Apple’s tablet advertising is perfectly tailored to a new product: it’s factual and informative and explains the product and its benefits.
Once the market has matured, then the heart becomes more important. It’s then that advertising should appeal to people’s emotions to influence the tablet selection process.
Get it right, and you build instant share of a market that is still shaping with fantastic growth potential.
Get it wrong, and you lose out on all those virgin tablet customers, who want to wine and dine their product before they take it home.