02/28/2011, 11:40 AM
Microsoft has said that they are spending $800 million on advertising the WM7 phones. So far, it seems to be having no impact.
I think that the issue is that the salespeople in the stores talk about the phones that they know, that is, the phones that they own. There is no more powerful answer a salesperson can give than, "Oh, here, let me show you how I do that on my phone."
So HP, consider putting a Pre 3 into each of their hands.
There are about 75,000 full-time smartphone sales people in the US. That is a drop in the bucket of what you are going to have to spend.
Better yet, don't give the phones away. Let the salespeople earn them by getting five $100 pre-order deposits for Pre 3's. When their fifth customer completes their sale, they get their phone but they have to activate it. Let's say the internal cost of a Pre 3 or Veer is $200 so if a third of them do it, it will cost you $5 million.
That would be:
• A lot of Pre 3's sold on launch day.
• An army of salespeople taking notice of the Pre 3.
• An army of Pre 3 owners showing off their phones.
You can still run your ads but for about the cost of a Super Bowl ad, you would instantly have a huge momentum.
While you are at it, maybe give existing Pre or Pixi owners some nice rebate when they pre-order the Pre 3. It would turn old customers into excited new Pre 3 owners. Imagine your first day sales if a million took you up on these pre-orders.