OnePlus Embraces An Innovative Launch Strategy To Launch Their Maiden Device
OnePlus’ inventive idea !!
With not a single commercial on television, no printed ads, nor banners on websites that tech enthusiasts frequent, this start up has managed to grab attention of its target audience surprisingly well!
Android fans were familiar with the OnePlus One’s features long before the product was even close to launch. That is in stark contrast with the secrecy that surrounds most other smartphone releases.
By slowly lifting the veil on the One, OnePlus created genuine buzz in blog posts, comments, forums on Reddit and every other channel where phone enthusiasts congregate.
While big name companies are spending millions on marketing, advertising and endorsements, OnePlus has recruited brand builders from all over the globe, for free.
A smart idea thought of by this Beijing based startup!
It’s “Smash your Phone” campaign has definitely caught our attention, where potential buyers need to record and send a video of smashing their current phones. Mind you, these phones cannot be just any Nokia 100s — they have to be from OnePlus’ list, which incidentally contains only has phones that are currently popular in the market, and form OnePlus One’s nemeses.
The top 100 entries (smashing their phones) get the OnePlus One phone for just USD 1 along with 3 invites to spread the cheer with this friends.
This brings us to the unique Invite-only system of engaging buyers that OnePlus adopted. There is a mixed response towards this novel way of purchase, where a person will need an invite to buy the OnePlus One — the device is not going to be purchasable off any store or online platform for retail sale.
While some think of it to be a senseless way that will only curb the sales of the product, a lot of people have amazed us with their ability to whip out credit cards and go for a product that they have not even seen before! The sense of scarcity has mostly created a desirable effect.
In addition, since it is a startup after all, the invite model will help OnePlus in gauging the demand for its product accurately, and produce only in the required quantities. Smart!!
Apart from the features, price and the confidence in its product, the level of communication maintained with the potential customers by the OnePlus team has helped build a positive rapport. OnePlus has communicated with its customers from Day One. It’s open, friendly, inclusive discussion with existing and prospective customers makes a refreshing change in the tech world, and we hope it continues even after the phone’s sales have begun.
The tech media (like us at Chip-monks) is often harping on about innovation or more specifically, a lack of it in the industry. The OnePlus One may or may not stand up to the quality of smartphones that exist in the market. However, the way it has been brought to life and how it will be eventually sold is definitely innovative.
There’s another thing though — companies looking to upset the balance on the mobile battleground can learn a thing or two from OnePlus’ fresh approach to sales and marketing.
Originally published at Chip-Monks.
