Aug
28
2013
0

Tablet PC Marketing: The product mini-site

Wow, what a difference a downturn makes for your ability to sell. Tablet PC manufacturers have been hit hard by stagnant growth in the PC market. In the tablet era PCs just don’t sell themselves like they used to.

I took a look at the way two consumer oriented Windows 8 tablets are sold buy their maker and I was shocked at how well these companies are trying to sell their products.

First, I took a look at the way HP Australia sell their Envy Tablet:

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That’s right, it’s an “ENVY x2 11-g001tu”. It has Windows 8 32, On-board 2GB 533MHz LPDDR2 SDRAM, 64 GB SSD, 11.6" diagonal and UMA Shared Graphics. How appealing! Where’s the buy now button… Not!

This represents the classic PC manufacturer approach to selling computers (and tablets for that matter). Just list the specs and the price. That’s it. Order at will!

That’s the way it’s been for 20 years and it nearly every PC maker has done it this way for that long.

Benefits, rich and emotionally descriptive information and solutions to problems are all superfluous when people just order your products because they like your brand and there is no other way to tell two products apart.

You wouldn’t know it from their Australian Web Store page, but HP actually do know how to sell the Envy Tablet better than this. Check out this view of their product mini site.

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Strangely their ecommerce people do not seem to know about this site. There’s no link to it, and I could only find this site by Google search!

As you can see though, the mini-site actually makes a noble if brief attempt to sell the envy based on design, convenience and emotion.

“High–quality materials, modern lines you can see and feel, each laptop, TouchSmart and desktop is pure ENVY.”

“So you don’t miss a thing.”

The good thing here is that they are trying to create an experience around their product.

ASUS are doing a far better job of this with the ASUS Vivotab and an amazing mini-site:

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The site is one of the best examples of a product mini-site that I have seen yet. If the product was as good as the mini-site the tablet would sell off the hook! It is a rich experience site, that draws you in with descriptive animations, emotional benefits and logical backups.

Ironically the product will not sell of the hook due to its specs! The combination of a low performance Intel Atom processor and an 11.6 inch screen (2 things that do not go together for the average punter). But this mini-site gives you the best chance that you’ll ever get to fall in love with the product.

I related in my last post that the Apple style design story has become part of Lenovo and Microsoft’s repertoire. The experience mini-site takes that a significant step further incorporating the many emotional hooks.

But the thing that I personally rejoice over is that Tablet PC makers (apart from Apple who have been selling like this for years – Apple NLP Video list here) are actually putting significant energy into selling.

They are thinking about their products in customers terms right through the product cycle.

We can only hope that they continue to improve for the sake of themselves and for choice!

Written by Admin @ Brettg.com in: Tablet PC | Tags: , , , ,
Apr
30
2013
0

Tablet PC Marketing: Telling the design story

Apple of course set the standard for telling the design story and now Microsoft is following the course with its Surface Pro Windows 8 Tablet PC.

Having visited our friends at Motion Computing in Austin Texas I can tell you that Tablet PC hardware companies are full of stories like this.

For example, did you know that Motion Computing pioneered Gorilla Glass with Corning on the F5? They were the first to use it. Direct bonding for displays? Motion and DuPont. Wide View displays? Motion were involved again. Who’s telling the story? I think hardware companies take this for granted.

Lenovo is an example of a company that is telling the design story. Over at their Yamato Labs blog you will find intricate detail on the Lenovo ThinkPad 2 tablet design.

Personally I’d rate the ThinkPad 2 as the best business companion tablet on the market and you can see from this blog how intelligent industrial design produced that result.

The trouble is that not enough effort goes into telling these stories, but they are incredibly important to the consumers who purchase these devices. Design stories provide the points of logical differentiation that helps you to justify your purchase.

I’d love to see Motion, Lenovo, Samsung and Fujitsu produce a polished video for each of their Tablet PCs like the one Microsoft have produced above for the Surface Pro.

They each have design stories to tell that are just as good if not better than Microsoft’s.

It surely couldn’t have cost much to do. There are no actors there. It’s professionally shot of course. A little bit of script writing would be done to add polish. I can’t see how you could spend $10 grand on it. Worth doing?

Which Tablet PC would you purchase? The Tablet PC with a design story or the cheap one? If Apple is anything to go by you’d go with the story.

Written by Admin @ Brettg.com in: Tablet PC | Tags: , , , ,
Apr
24
2013
0

How a Tablet PC should be marketed!

Here’s what’s just awesome about Microsoft’s marketing for the Surface Pro.

  1. They’re doing it. They’re actually marketing the crap out of this thing.

    Billboard, TV, online – they’re really going for this.

  2. It’s not just another PC in the range, it is the range.

    Microsoft have a team (or teams) of people dedicated to just two products.

    Other big Windows 8 Tablet Makers just put the thing up on their website buried in the Notebooks section. They don’t seem to realise that their PC business is dying let alone what they should do about it (market the tablets!).

  3. They’re telling a story that’s true.

    What the Surface people are showing in their marketing might not represent your working environment (as seen in the following video) but you can see yourself in it.

On the flip side, since Microsoft seem to be the only Windows 8 Tablet manufacturer actually marketing too many people will rush out and buy a Surface Pro next month without considering some of the better alternatives.

Not that they’d be disappointed with the Surface Pro. It’s an awesome tablet PC.

Written by Admin @ Brettg.com in: Tablet PC | Tags: , , ,
Sep
10
2010
0

iPad is the new iPod for giveaways

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Marketing people are so original aren’t they? I used to be in undated with iPod giveaway offers in my inbox, but in a stroke of genius marketers have found a new junk cheapie to give away. It’s an iPad and it’s a lot less useful than those ipods we used to give away!

Win-an-ipad

Written by brettg in: Technology | Tags: , , ,

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