Marketing done right – Kindle 2

Posted on March 13, 2009

I have always been an avid fan of marketing, both online and offline. Amazon's latest release of the Kindle 2 ebook reader is a great example of how to do marketing right. Here are just a few of my thoughts on were they succeeded.

  • Release Hype: There has been no shortage of press releases and media coverage of the pre-release and announcements of the Amazon Kindle 2. Seems like every one in the tech world has been talking about it. Amazon's CEO Jeff Bezos even let Comedy Central's Jon Stewart take a few jabs at the product to help bring more awareness (see video below).
  • Purchasing: Buying a Kindle 2 is as smooth as buying anything else on the amazon website. They offered pre-release ordering (which I jumped in on) to help build a sense of urgency. I was actually quite impressed how quickly I received the Kindle, even though I was expecting a much longer wait. Amazon under promised and over delivered.
  • The Packaging: You get to feel like a kid again when USPS delivers that cool little brown box which has the familiar "amazon.com" logo with one simple work "kindle" on the front of it. Once you tear open the box, you are greeted with a striking black package with printed random letters around the amazon kindle signature logo. Now your excitement really builds because you have to tear another strip to open this package too. As you venture deeper you finally get to see what all the hype is about. The presentation and experience of opening your Kindle 2 gets an "A+" in my book (no pun intended).
  • The Personal Touch: I was very surprised to turn on my Kindle and find out it comes pre-registered to the Amazon account that you bought it with. Another nice touch is how the Kindle 2 comes personalized with your name (i.e. David's Kindle) and even includes a personalized thank you letter from Jeff Bezos.
  • Quality Product: Even with all the hype, only a quality product will be able to satisfy a customer and the Kindle 2 does a good job at that. The navigation is well layed outl and very easy to use. The screen quality really impressed me most.

This product may seem a bit pricey at first but after getting your hands on one and using it for awhile, you will know it was all worth it.

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