It is a widely known fact that Google Glass has not enjoyed much success as a product. The release and demonstration of the device evoke multiple criticisms of its various aspects. For instance, the problems of safety (driving or walking with the device on, becoming a target of thieves, eyesight concerns) and confidentiality (filming and taking a picture in a hidden manner) were discussed and many individuals and organizations protested against the widespread use of Google Glass in public places (Boesel par. 4).
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However, it is worth noticing, that the question of convenience is one of the most crucial concerns among potential users. That way, it is possible to theorize that the popularity of the product may enter a stage of growth once this issue is addressed. Namely, the potential buyers were dissatisfied with the battery life of Glass that allowed about 30 minutes of active use (filming a video, for example) only (Berenbaum par. 1). In the modern world where the digital devices have become the man’s best friend, losing one such friend after just half an hour of use is unacceptable.
As a result, the new promotional campaign for Google Glass will target this parameter. Namely, the alternative solutions helping the users prolong the life of their devices. Such additions as battery change and the charge will be offered as easy ways to eliminate the inconvenience of the short battery life. Overall, the dying batteries of Google Glass can be assessed in three ways: charging with the help of a usual charger that the user plugs into the socket, charging by means of a portable power bank, and replacing a battery with an additional one.
For these solutions to be seen by the potential buyers, they need to be promoted. The information about the new developments and additions making Google Glass more accessible can be placed on social networks in the form of an advertisement. Another source of promotional information will be the official website of Google Glass. All in all, three promotional objectives are to be met in order to raise awareness of the product among the potential buyers, influence their perception of Google Glass and improve their opinion concerning the product.
The first promotional objective is to achieve 100 thousand views on YouTube within the first month after the release of the promotional video. This objective is realistic since the brand recognition and reputation of the manufacturer are rather high and are viewed as the factors that will make a direct impact on the popularity of the video and the device. Moreover, the prior fame of the product (even though it was accompanied with a lot of criticism) will help the promotion as Google Glass is still known as a revolutionary invention that was widely discussed.
The second objective is to achieve 20 thousand shares of the video within the first three months after the campaign is launched. It is anticipated that the past reputation of the device might impact the new promotional campaign, and that is why the number of desired shares is established as much lower than that of views. The same principle goes for the term within which this objective will be measured – it is much longer than the term of the first objective.
Finally, the third promotional objective is to achieve 50 thousand visitors on the official website of Google Glass within the first two months after the campaign is launched. The three goals are varied in numbers and terms based on perceived realistic abilities. They are measurable and allow developing a precise idea of the success of the campaign and its popularity among the viewers. In addition, the objectives help the marketers and promoters to evaluate the public interest towards the product, as well as their responsiveness to the campaign and its impact on their opinions. Some more objectives may include ratings and willingness to sign up for the new edition.
Social Media and Networks
One of the most important marketing tactics for the upgraded Google Glass would be the placement of a promotional video on YouTube for the purpose of informing the public about the new product and its benefits compared to the previous version. Using this tactic, it is highly important to increase the coverage of the video to the maximum ensuring that it is exposed to a large audience as possible.
For that purpose, the advertisement should be translated into many different languages such as French, German, Spanish, Russian, Mandarin, Japanese, Hindi, Afrikaans, Portuguese, to name a few. Besides, the versions of the video are to be placed on several different official channels of Google on YouTube. That way, the tactic will become much more flexible and will make sure that the video is seen by many potential customers all around the world. Another important aspect of the video is its content. It is crucial that the video addresses the target audience capturing its attention. In order to achieve a higher rate of popularity of the video is to research the target audience and its needs.
The product should be promoted by means of the emphasis on one or several common traits of the target audience. It is possible to theorize that Google Glass may face issues attempting to identify some general descriptions of their target customers because, just like before, the product offers a wide range of benefits for different categories of individuals such as business people, students, travelers, parents, artists, medical workers, to name a few.
In other words, the potential users of Google Glass are just as diverse as the users of smartphones. However, the primary common feature of all these potential consumers can be recognized as the need for a longer-lasting battery in the device. That way, the convenience of the upgraded device should become the main focus of the video. However, it is crucial that the advertisement appeals to the audience and evokes the desire to share it and make the number of viewers even larger.
Social networks are rather helpful when it comes to promotion and spreading the word. The posts dedicated to the new additions and upgrade of the device with the attached link to the promotional video on YouTube should be posted on the official pages of Google and Google Glass on Facebook. These posts should be available for sharing and contain links to the official websites of the device as well. The main objective of this tactic is to raise the awareness of the potential consumers of the product and the provision of an opportunity to increase public exposure to the advertisement.
Another aspect the promotional posts on Facebook could contain is the rating and voting opportunities in forms of short and clear questions addressed to the audience. For instance, the audience could be asked to rate the new product according to the impression made by the promotional video. Such a rating could help the marketers and the product developers understand whether or not the consumers like the new idea. Besides, a questionnaire where the consumers would be asked to press Yes or No button answering the question “is Google Glass worth its price?” could be another way to collect data concerning the public perception of the product.
The practicality of ratings and votes is twofold. First of all, they allow marketers to collect quick data as to the consumers’ opinions of the product (Lazzazera par. 35-42). Secondly, it provides measurable numbers that illustrate how many people viewed the offered content and took part in the voting.
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In the modern world, consumers have grown to appreciate such promotional tactics as samples (widely applied in beauty, personal care, and food and beverage markets) and testing. The latter may be used as a sales promotional tactic for Google Glass. This aspect of a campaign may be launched using specialized stores trusted by Google to have a couple of Glass devices available for the potential buyers to try on and experience personally.
The contemporary marketing has been heavily digitalized over the past few years. However, the traditional forms of advertisement such as billboards and banners are still quite popular. The main objective of the new Google Glass promotional campaign is to raise consumer awareness concerning the comeback of the product and the efficiency of its new upgrades and updates. That way, the campaign should emphasize its video that would explain the benefits of the new device as the main mode.
The other tools would serve majorly as the additions that increase the effect of the primary tactic connecting their content with the video so that in case if the viewer stumbles upon some of the secondary means of advertisement, they will be redirected to the main one for better information and detailed presentation. That way, the function of all the other tactics would be to capture the attention of the audience and channel it to the video and the website of the device.
One of such secondary tools could be standard billboards and banners placed in the areas where they can be exposed to the largest number of people (underground stations, buses, crowded streets, specialized stores trusted by Google). The billboards will present the product in order to excite the potential consumers, promote the try on an option in specialized stores, and inform about the detailed promotional video on YouTube.
Berenbaum, Saul. Google Glass Explorer Edition has a 30-minute battery life while shooting video. 2013. Web.
Boesel, Whitney Erin. Google Glass Doesn’t Have a Privacy Problem. You Do. 2014. Web.
Lazzazera, Richard. Referral Marketing 101: 7 Tactics to Launch Your Own Referral Campaign. 2015. Web.