Microsoft unveiled version 2 of their iPod killer today and it’s interesting to note their marketing strategy.
Imitation is the best form of flattery. no?
I guess if you’re going to compete. . .
Here’s a quick critique and comparison not on the product although the Zune does have some things going for it but on the marketing strategy.
1) Large product images.
Check. But Apple does display them like a falling stack of dominoes showing you different views of the product. Very smart. There’s also video now on the iPod Nano. Win goes to Apple.
2) Variation of product colors.
Check. Pink and red Zunes. Well it’s not that much of a stretch in variety. Black, white, and brown…I guess it’s appealing but it’s normal and safe but it’s not a bad marketing strategy. At first I didn’t like the Nano colors but Apple wins on being boldly different and giving us some variety.
3) Clarity of Ad.
OK. We’re starting to see a clear winner.
The background of the Zune ad is annoyingly muddy. The products get lost. The glare on the product is even more annoying and I’m supposed to read text off that thing?
Apple is always clean and clear. Principle: Keep It Simple Stoopid.
4) User-experience.
The Zune just stands there waiting to be experienced. Well it tells you on it’s screen all the fun you can have. The Nano already is an experience in itself. There’s movie clips playing on the screen. Recognizable or not the viewer is drawn in to figure it out and perhaps ask, what can I play on this if I had one? There’s just more playfulness on Apple’s part. You’re also invited to take one more step with the “watch the ad” link on the bottom. With the Zune, you’re invited to simply learn more.
It’s time to go back to school with Microsoft.
Fast Company makes a comparison. Link.
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