Home  › Marketing › Strategies

Marketing on Next-Wave Devices

  |  August 28, 2007   |  Comments

Five ways to extend a brand on new gadgets and technologies.

What do you call the collision between new technologies, passionate technology enthusiasts, and mainstream media's nonstop coverage of technology launches?

Pop culture computing.

Though it's no Paris Hilton or Lindsay Lohan, the iPhone has generated plenty of attention. What about the BlackBerry Curve or the new Garmin nĂ¼vi? When these devices and platforms debut, they'll doubtless generate buzz among enthusiasts.

.No doubt about it, just about everyone knows about these gadgets and brands. How many times have you heard a flight attendant ask passengers to shut off their phone, Game Boy, BlackBerry, PSP, or iPod? On my way back from Toronto the other day, the customs agent yelled, "Please shut off your Bluetooth devices!"

How can you and your brand ride alongside the pop culture tremor of new devices and technologies?

By taking an actual ride!

Recently, I demonstrated prototypes (based on some new consumer technologies) to some clients. The offering was simple, but the payoff could be exponentially greater. Our job is to provide content on new platforms that have an enthusiastic audience. The goal is to: surprise and delight people who want to be surprised and delighted.

How do you do it? It shouldn't be more complicated than your offering. Here are five steps to get you started:

  1. Identify the most valuable form of immediate information. Is it news? Weather? Product updates? Chances are, you've already put information out as syndicated content, such as an RSS feed or a desktop widget. Start with this information, as it's likely to have the widest appeal. If you get stuck, talk to your metrics group. They'll know what people want.

  2. Read blogs. Learn what excites the enthusiasts. Even if the product isn't news anymore (some blogs focus on what's coming rather than what's arrived), chances are the blogs are talking about the product's or platform's audience and their current frustrations or unmet needs. Figure out where your content is best served.

  3. Go to the source. Learn how to develop content for the platform by checking with the manufacturer's site for developer information or the sites where enthusiasts gather. Chances are there's a community discussing what you need to know. Perhaps you can work with this community to support its efforts through a grass-roots sponsorship.

  4. Distribute your product. Check out which file formats the device or platform accepts and figure out the best way to distribute your content. If it's an iPhone, for instance, you need to make a site act like an application. If it's a BlackBerry, write it as an application. If it's a portable media device, you might want to release a weekly multimedia file delivered via RSS.

  5. Promote it. Start with your own brand enthusiasts. If targeting a mobile device, greet those enthusiasts with a message about the product. Connect with the platform's manufacturer to see if you can promote your offering on its site.

Is it risky? Sure. But it's low risk and low cost. You won't lose your shirt. And a few great experiences could lead to some very positive word of mouth. Remember, those who try and fail know 1,000 percent more than those who didn't.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Chad Stoller

Chad Stoller is the executive director of emerging platforms at Organic Inc., a leading digital communications agency with clients such as DaimlerChrysler, Sprint, and Bank of America. In this role, Chad leads Organic's strategy on client communication platforms and Organic's Experience Lab. Prior to Organic, he spent 13 years at Arnell Group in various roles, including director of communications solutions, and was responsible for branded entertainment, new media, branded gaming, and marketing alliances. He has developed a series of award-winning programs, including the Cannes Lion winner, "Terry Tate: Office Linebacker," for Reebok and Jeep Evo 4 x 4 for DaimlerChrysler. Chad is also a regular contributor to Organic's blog, ThreeMinds.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...