The only thing I learned from an entire semester of marketing studies was that you can’t make people buy what they don’t want or need. But. You can make people feel like they have problems, and turn those problems into wants and needs.
Microsoft today introduced Streets & Trips 2007 with a GPS locater. The idea is simple: a slightly updated application based on the older Street & Trips 2006, now 1 years ahead, and now comes with a GPS receiver straight out of the box! How do you sell it? No one needs this. People have been driving fine without satellite navigation for decades, and even before that, driving even without maps for decades, so why would anyone buy this?
Whoever Microsoft paid to come up with this strategy is brilliant. Driving can cause tension. The whole press release portrays driving like the world’s most miserable activity. And why Microsoft Streets & Trips 2007 will blow all those problems away.
I kid you not, the URL for the press release is “10-11TravelTensionPR.mspx” and the adjectives used to describe driving all relate to tension. For example “…resolve the battle for the driver’s seat…”, “despite skyrocketing fuel prices…”, “add children to the mix, and a bumpy ride is sure to ensue”, “…helps to relieve common travel stress” and “…helps ease the tension between travelers”.
They forgot to mention Streets & Trips 2007 will also reduce road rage.
I would definitely try out or even buy this product considering the amount of long-distance driving trips my family takes, but like most cool (and useful) products, Australia is not considered a country significant enough to be localised for.