Most of us know about Alain Roberts, the French rock and urban climber who takes risks but mostly calculated at that. Well it seems that HTC have taken leaf out of his book onboard. Although not so much risks but believing that they are better than the consumers perceive them to be. It appears that now, at last HTC have learned from the mistakes it made over the initial One series.
“The market changed,” says Jason Mackenzie, HTC’s president of global sales and marketing, back in September ‘12″There’s far fewer consumers who are going into the retail stores undecided about what they want to buy.
“Most of our research suggests about 70% of consumers are walking into the store already knowing what they want to buy… so we don’t have the luxury in a significant percentage of times to be able to actually put the HTC One in the consumer’s hands.”
People think the Alain is either daft or dumb climbing what seemed to be impossible buildings. Many seen HTC in that group, Samsung being the building or rock face of course.
Well as I said HTC seem to have taken leaf out of Alain’s book onboard with much more aggressive advertising for the release of the HTC One. This first came to light at the FIFA European Cup matches where ads around the pitch were emblazoned with their HTCOne logo. Followed by the cheeky but brilliant gate crash or, should that be pavement queue, at the Samsung S4 release in New York.
Now to follow that we are seeing short sharp ads about various features of the ONE,
The one that strikes me is the very simple but straight to the point, about its speakers, the point of this ad is saying that you don’t have your speakers facing the wall so why have speakers on the back of your phone?
They also did this, the video ads taken at the S4 New York show, this starts with the 30 second BlinkFeed feature before going onto the queue outside the S4 show.
Samsung has for the main had it too easy when it comes to advertising, the other manufactures seem to wait for the actual release day and flood the windows of the phones store about their latest release. Samsung took their upcoming phone to different parts of the world and had specific launch parties and news channels were giving Samsung air time. Even other manufactures tried this but not as successful as Samsung.
Well the release of the HTC One in London seems to have changed all that (for the better) we hope. Even News channels gave the HTC One air time, just what HTC needed.
Just in case you missed it below is the HTC One release launch in London
Now we hope that other little sharp ads are coming to our TV screens over the next few days.
The overriding fact is that HTC look to have switched the light on and can see where they went wrong. Let just hope the light keeps shining and the advertising get even better