CID 01: Zune's marketing strategy

Current Department of Interest

Now that the Microsoft Zune fever is catching up on me, and the device itself available from the 13th of November, there have been a few marketing mediums that Microsoft had chose.

1. Word of mouth
Even though, the Zune community isn't a big group in comparison to the big iPod, the user community had been active and very loyal. There were a few forums where Zune related news were discussed in length. Inside scoops, news on the next available update, etc. What Microsoft did was brilliant. It heard what users in those forums had to say. They came up with this ZuneInsider (Hard to say if it was planned or not, but I love conspiracy). A guy who is a part of the Zune team giving inside information that was otherwise unavailable to the general public. This along with another Zune-Spy really paved the way, when Microsoft came up with the designs for the next generation Zunes, the Zune 2. The whole of the internet underground was abuzz with the rumours. Most of these were picked by iFanBoys (Nick name for Apple fans) sincerely picked up these news and started bashing it, giving Zune the much needed recognition. As there are a whole bunch of unbiased people out in those forums, the bashing of iFanBoys invoked curiosity. A job well done!

2. Press Meet
One thing that I like about Microsoft is always there low-key promotional events marking the unveiling of any new product. Very little information was provided unlike Apple, a full-fledged demo of their product by Steve Jobs is done on a big stage with all the press from the world. At least in this case I suspect that Microsoft felt that they were lagging behind in terms of Zune, but are fast catching up. I guess that's the reason why there was no such big hoopla. This left everyone begging for information.

3. Print Ads
There has been two print ads till date. One spanning five pages and the other two. On the psychedelic side, but definitely to evoke curiosity among the readers. How many times have you been curious to find a full page ad and dying to know the product? This did the job.

4. TV Ads
One of the most important forms of advertising and did Microsoft struck it right? Only time will tell. Here are the two TV spots. You be the judge. A word of caution though.

UPDATE:
These two TV ads are in the top 15 commercials
AdForum
AdCritic

I think my cousin would be in a better position to appreciate the nuances of marketing as he earns his bread in the world of ads :)

CEO 01: Microsoft Zune

My first post under CEO: Current Excitement & Obsession

I have been looking for a good media player. Not wanting any of Apple's products, I was searching for an alternative. That's when I came to know that Microsoft was releasing it's own digital media player for the holidays of 2006. The first impression on the device, ZUNE, was an utter disappointment for me. It had a boxy look with an ugly design called the double-shot with click buttons. I hated it.

Zune (First Generation)

I knew one thing, that Microsoft will release updates to their firmware and they did it in between, but not up to the mark. Their wireless and radio feature had my hopes still standing. On Oct 2nd, there it was, Microsoft came out with its second generation Zune. It evoked quite some interest.

Zune (Second Generation)

In a hurry they had got an already available device from Toshiba for last year. For this year, after all the media bashing, Microsoft had changed almost everything in it.

Even though I had been following the events very closely days before that, the actual demo videos of Zune made me buy the idea. Now, I am totally into Zune.

The new Zunes are to be released on Nov 13th. There is a lot of interest in the new version as iPod fans (Read Apple fans) are trying to find something or the other to play them down.

I am buying myself a Zune for sure. Whether it is a 8 GB or an 80 GB is a question, which I will decide on Nov 13th.