To win, deliver relevance

HP recently ran a series of full-page newspaper ads for its TouchPad. The different ads trumpeted different aspects of the product. Here’s one:

This particular ad focuses on the movie-watching benefits. Unfortunately, they ad begins poorly: The all-new HP TouchPad with the HP MovieStore powered by RoxioNow(TM).

The classic tech marketing mistake: brand soup (with a base of presumed relevance). Who is Roxio? Yes, readers of this post probably know, but let’s agree that most people don’t, and those who did haven’t heard of them for 5 years. What the heck is RoxioNow(TM)? We can infer that HP has struck a deal for some ingredient technology. Wonderful. But they shouldn’t presume that adds credibility to their offering. In the same way “HP MovieStore” is not a known brand and isn’t exactly dripping with credibility. At least you can figure based on the name that it’s somewhat like that other Pad company’s SomethingStore.

But it gets worse. Here’s the promise

It’s Hollywood’s recently released big screen movies and current TV episodes on your HP TouchPad. Catch up on something you missed or get hooked on something new.

But in this ad, where they can show whatever they want to highlight the compelling benefits, what movies do they display?

The highlighted films: Knockout, 8 of Diamonds, Being Michael Madsen, 3 Backyards, 30 Years to Life, Baby on Board, Mistaken Identity, and Kalamity.

Okay, anyone? 3 Backyards is a very recently released indie film. IMDB tells me 30 Years to Life is from 2001. Where are the recently released Hollywood big screen movies (note: direct-to-video doesn’t count) that I can get from the HP MovieStore powered by RoxioNow(TM)?

Next time you are sitting in a meeting and someone brings up Apple and wonders how it is they are so darn innovative, remember this example. This is how their competitors behave. This is their advertising – where they actually promise a wonderful experience; what does this portend for the actual delivery of the experience in the product itself?


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