Thinking Of Getting A Tablet? Check Your Emotions At The Door.
The challenge for advertising and all other marketing communications is to find the perfect balance in appealing to the mind and to the heart.
Get the right combination of the two, and you can persuade your audience to go out and buy your product.
Get the balance wrong, and your audience will tune out and become completely incommunicado for a while, probably resulting in your product to crash and burn.
The tablet market is hot. So hot, that CEOs of the main players such as Toshiba, Samsung (Galaxy Tab), HP (Slate 500), LG and Motorola (Xoom), Blackberry maker RIM (Playbook), just to name a few, will not sleep again until they have carved out a sizable piece of the tablet market.
That is not so simple. The tablet represents is a new product, in a new market, with new customers, new functionality, new positioning, new advertising, and a new message.
PCMag gives the Ipad 2 the thumbs up, but the question is for how long Apple can remain market leader.
My guess is that nobody will be able to control this new and exciting market. It will diversify in the same way that the cellphone (mobile phone) market has. Already there are at least 10 major manufacturers ready to launch, waiting for the right moment.
The tablet is a very cool but in-between product. It’s no cellhone and it’s no notebook. Right now there are conference rooms all over the globe filled with executives, trying to answer one question: “How do we position our tablet? What is our competitive advantage? How do we speak to the mind as well as to the heart?”
Motorola’s Xoom, for example, is positioned through strong association with futuristic super-heroism in 'Matrix style', a must-have for the techno-glitterati.Continued on the next page