We Know – You Don’t!*

In our consumer world, where we have the scoop on everything happening that wants to be known, and sometimes not, coupled with national ad campaigns and international level product launches, what happened to the value of being an insider? I’m not talking about well-known gadget blogs here either.

In other terms; the quiet launch where a product is trickled to influencers and hubs, here and there, so that those involved will feel different from their peers–A given cultural grouping given the pass to be “In the know” of a life changing/enhancing experience through a brand or product.

The term “In” comes from the noun “Insider.” “Psssst, hey buddy. I got something that is really hot! You “In?” People always want to stand out, psychologically, emotionally and anywhere from major to subtle ways from one another in their settings for all sorts of reasons: some conscious, some not. Perhaps just for the reward of getting noticed and loved.

With a new product or service just try to build it slow. Build it regionally. Make it special at every Hub. As any gardener knows, good soil and proper watering make for strong root systems and eventually healthy living trees with far reaching branches. The fruit is only as good as the root.

I want full disclosure from my favorite brand product lines as to all that they make–to grant me entry into their digital storehouse so that I know, without a doubt, that I have access to their full inventory.

Am I unique? I used to think so. That somehow I had a weird quirk that made me compulsive, like a miner down by the river stream, sifting through all the minute debris until that nugget of consumer gold appeared. Then I would know, I mean really know for sure that I was getting the most design, the most style, the most function and at the best price.

But now, I’m beginning to recognize that I’m just like any consumer out there. I’m over company catalogs, web storefronts and mailers that don’t give me full disclosure on every possible color way, combo and style. I throw my hands up in defeat and disgust every time I can’t get past what “they” only want me to know.

Take me to you digital warehouse–the really big catalog. I may not spend millions there–perhaps over time, but trust me I’m your biggest fan. Treat me like it without the “pay to prove” mentality and I swear you’ll have one more soldier for any word of mouth campaign you have, you know - the authentic PR that you’ve been craving for.

I’m stoked! The Nintendo Wii product launch is a brand developer/marketers wet dream of a case study. They made a money engine that is no gimmick and is here to serve the public at large.

Where do we start!

• Being first in a saturated market category.
• Tapping into current social concerns: obesity, health and family.
• Addressing consumer apprehension of cost and availability.

Being first. For the console wars, Nintendo saw that being best was not a being a “first” category that they could win. Let Sony and Microsoft figure that one out – and perhaps at their expense (Sony loses money on each console). Nintendo’s pledge was to re-invite the larger public back to video gaming at any age. Sort of like –were all in this life thing together, so let’s play.

This pledge took the form of their new controller. The Wii Remote became a “first” in a category that Nintendo had the ingenuity to invent. That’s smart strategy. Strategy that can roll a thousand PR and news stories on –and you can see it reinforced in their advertising and marketing media.

As form follows function – it may be safe to assume that in the Nintendo boardroom they made a pledge to make gaming fun again for all people – especially for families and groups. This is where the Wii Remote design and game engine really took shape.

Current American social concerns. We can’t really know what went on at Nintendo HQ. Perhaps its just serendipity that has the new Wii Remote & Nunchuk controllers getting consumers off the couch in a fat obsessed America (NYC Bans Trans Fats : Super Size Me : Fast Food Nation : Kirstie Alley).

Every ad and early news release has centered on the product giving us an experience of coming together with loved ones and family to smile, shake and move. Any concerned parent who sees their beloved youth alone and sitting there staring at a screen or feeling a disconnect with the family is going to be motivated to buy a Wii in the hopes that their child’s metabolism will kick in and that they’ll open up and go play well with others.

When we see the ads, the clips posted on YouTube, the Wii Experience website itself, we’re spying on ourselves; like Jane Goodall, monkey see–monkey do. We can’t help but say; “I want to laugh with my friends like that!” The social benefits of the product are highlighted. Not art directed. Not focused on the physical design of the box. Not hyping the spec sheet. Not something artistically new in creative presentation. Every impression serves to remove the barrier to entry and give us vicarious living through fun media presentation.

With the TV ads themselves, someone did get just a hair too creative. Thank goodness they still include the family playing together, and that’s their main focus. The other portion of each ad seems to be like a plug for Japanese social relations and some sort of car ad. Yes we understand that Japanese are polite and will bow when they offer you a video game system at your door. Are those two actors/spokespersons showing up in real life and doing that? –That would be better. Get them doing that on video and YouTube it! Nintendo may come from Japan – but gamers live in a global landscape.

Ok wait –I have to go into the most powerful position Nintendo created for itself –the power of the AND! Consumers are reporting to news media that not only will they buy a Sony Playstation 3 OR an Xbox 360, but that they will buy one of those high end consoles AND a Nintendo Wii because of its low price point and unique playing experience. They have captured everyone.

Who’s Bad? Nintendo’s Bad! Check the rollout numbers. Wii has sold over 600,000 units (and counting) with a promise to ship 4 million units by the end of the year, while Sony has sold anywhere from 175K to 400K with a promise to ship one million units by the end of the year.

Was it strategy at work here? Was it just good timing? There are many, many, factors in an international product launch –no duh! But we can look back and say “Wow, good job, there’s something to take note of here.” –Tools and strategies that any campaign has the opportunity to utilize, especially if your product or service is a “first” or “leader” in its category. A good product with a good mission made for great PR and communications with the advertising serving to reinforce what newsgroups and peer networks were already reporting –Fun!

I want one!

(Story image from Nintendo Wii site.)

This came out back in ’04 (PBS Frontline: The Persuaders), you remember then – right? Very worthy of watching if you have not done so and really worthy of re-watching to remember this: Advertising campaigns and brand strategy based around how your ad-agency sees the world (pursuit of industry recognition awards, creativity and ephemeral imagery) and not how your consumer relates and operates in the world (consumer benefits) will fail and blow your 12 million dollar advertising budget mmmmmm every time.

You can watch the entire 90-minute episode online here. Enjoy. BTW–Emotional Branding is so 2004!

The recent launch of the Sony Playstation 3 has left some disturbing feelings with me. Especially the reports of violence and consumers exposing their health to freezing temperatures for a product that has no games that fully utilize its new engine gaming core. It shouldn’t have happened the way it did.

I’ve been asking colleagues what they think of the situation and the typical response is that –“it was all planned to build demand!” –kind of the typical “corporations rule our life” mentality. Well, in fact, corporations are made up by people not evil overlords, just sometimes insensitive idiots aka morons and nerds, who when they F*up the effect is large.

For some reason Sony had to push the Playstation 3 into our lives right now. Christmas season you say – nah! Europe’s not getting theirs till spring ’07. Think about it for a second. The demand and cult of the gaming world is so huge, dream up any inappropriate date for its launch and it still would have sold like hot cakes. Go ahead; think of THE bad date in America –you know I’m right!

So for all you strategic planners out there, if the launch date couldn’t be changed, and they still knew that only 175,000 units could be shipped for that day, what might have been an appropriate “brand experience” solution to help with this effect? Think preparation for hurricane Katrina.

Sony has enough speed and power to have given away for FREE to all who were waiting in line:

• Extra warm Playstation 3 branded polar fleece blankets.
• Playstation 3 branded knit caps
• Voucher for two free games, due to the fact many of these people in line were losing hours at work earning wages to pay rent for where this Playstation was going to reside.

What this would have done is generate positive PR and news coverage as Sony the “humanitarian provider” for those who are supporting the brand with their lives in the freezing cold amongst roving gangs of thugs waiting to mug, stab, tazer and shoot them. Such an effort may have counterbalanced all the negative experiences and news coverage. Talk about video game art imitating life. Sounds like a new game title: Sony Product Launch –Will you survive!

Question: What level of impact did the stories about violent Playstation 3 launches have on the average non-gamers mind in swaying their Christmas purchasing choice? I think Nintendo Wii may be the default winner coupled with its lower price point and to some extent the same goes for the Xbox 360.

Hmmmmm, let me think now. It’s 2006, right? All of this could have been done online. People physically going to stores hoping for a product that doesn’t exist beyond 150 units per outlet –why couldn’t everyone just pre-order online and get a number? Don’t tell me it was for the excitement and the experience. I personally don’t like getting stabbed. People lining up for stuff is so very last century!

Final note: Sure the craziness of the shortage created news coverage and free publicity. But couldn’t have the topic of the news been positive rather than negative? If Sony had a “first” with a unique product, couldn’t they have created another “first” in how the product was launched and delivered as well as a “first” in customer care?