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Is the "most powerful smartphone ever" a compelling marketing message for you?
Personally, I don't care about the most powerful smartphone. My phone (iPhone 4g) is powerful enough, assuming powerful means speed and performance. Thought from others in this community?
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8 Answers
It might be compelling for select groups, e.g., folks who like to overclock their PCs to run faster than they are designed for, and for whom device speed and power are cool.
For the mass market, it would not be a compelling message, for several reasons:
a) "powerful" is ambiguous
b) smartphones are both communications and computing devices. powerful computing capabilities without matching communications capabilities would not be helpful
c) usability, user-interface, etc., are hugely important for the consumer market. When the iphone came out, it didn't become a big success because it was the most powerful smartphone ever. The intuitive and appealing touch screen interface with multi-touch capabilities was more crucial.
Even if it is so much more powerful than other smartphones that it can do new things that we currently cannot, the emphasis (in the marketing message) should then be on what these new things are, presented in ways that the target market can relate to, not so much on the power.
Not compelling since it is only the most powerful until a new smart phone comes out in a few months. People are pretty jaded on this. See Best Buys new campaign, they play on this.
I agree with Jamie Wallace, make people feel something and you have a winner. Make it personal.
Always look at your product with the following critical questions and a meaningful message will emerge:
1. What problem does my customer have that needs solved?
2. Why do they have this problem?
3. Can my(your) product or service fix the problem?
4. If the problem is fixed what benefits will the customer reap?
In the end quantify the benefits by the following questions:
1. Will it save them money? How and how much?
2. Will it make them money? How (productivity/efficiency) and how much?
3. Does it improve their image to others? (do not overlook this many people are image conscious)
4. Does it make them feel safe or secure to have it.
I know this was a simple question of like or dislike of a message, but I hope my ramblings help others.
yes i came with a great business idea and core of it is a smartphone
"The most powerful smartphone ever" is not a compelling marketing message for me because I have no idea what it means. Does the phone have a longer battery life, a bigger memory card, a faster processor, the ability to run more programs simultaneously?
A good marketing message doesn't make me ask questions.
A great marketing message makes me see the product or service in the context of my life - it creates an instant connection and affinity. It alludes to a solved problem, a better quality of life, etc. It tells me how the product will improve my world. "most powerful smartphone ever" is a feature (and an unclear one), not a benefit. A great marketing message speaks about benefits, not features.
Jamie's right. To be compelling, a marketing claim needs to provide answers, not raise questions. But here's what's really important...
Bottom line: The primary job of marketing should be to DIFFERENTIATE your product/service from everybody else's — quickly, understandably and credibly. And if your marketing doesn't do that, it won't work. Period.
Al Shultz
http://www.alshultz.com/
Nope. There never will be a "most powerful smartphone ever" in my opinion. Technology will always be outpacing delivery.
If I saw a campaign like that I would be more apt to say "meh" just wait.
Andrew Kordek
Co-Founder, Trendline Interactive
A Cross-Channel Messaging Agency
Twitter: @andrewkordek & @trendlinei
Email: andrew@trendlineinteractive.com
The message needs to be present in the store but it isn't compelling. When shopping for a new phone I will gravitate toward the more powerful ones so I can gain a longer lifespan from them and have plenty of power for future tweaks and upgrades that I might like to make to it. But as far as getting me in the store? No power in that message at all.
Not at all. With the advance of technology I expect EVERY newly released smartphone to be the most powerful ever and I expect it to last about one week. Kind of like saying "the fastest processing chip ever".
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