Comments on: Why we *must* touch, feel or experience products http://iconnectdots.com/2007/11/selling-concept.html Guidance, Insight and Ideas in a Time of Accelerating Change Fri, 10 Feb 2012 00:45:12 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: JeremyS http://iconnectdots.com/2007/11/selling-concept.html/comment-page-1#comment-351 JeremyS Tue, 04 Dec 2007 22:16:33 +0000 http://iconnectdots.com.s11974.gridserver.com/2007/11/why-we-must-touch-feel-or-experience-products.html#comment-351 One bullet that needs to be added to everybody's "what is social media/web 2.0?" presentation is: reading the directions. Much as us "insiders" like to think to that our online tools are easy to use, for the most part, they are not easy/intuitive for the average user. This is why iPods are the number one gift every year that rot unopened in the box. It's usually the household/extended family's resident geek that walks the "outsiders" through these tools and how to get the most out of them. The problem to solve is, how do you do this online? How do you make people WANT to read the directions? I think it's often overlooked, but could be a real growth opportunity. One bullet that needs to be added to everybody’s “what is social media/web 2.0?” presentation is: reading the directions. Much as us “insiders” like to think to that our online tools are easy to use, for the most part, they are not easy/intuitive for the average user. This is why iPods are the number one gift every year that rot unopened in the box. It’s usually the household/extended family’s resident geek that walks the “outsiders” through these tools and how to get the most out of them. The problem to solve is, how do you do this online? How do you make people WANT to read the directions? I think it’s often overlooked, but could be a real growth opportunity.

]]> By: PXLated http://iconnectdots.com/2007/11/selling-concept.html/comment-page-1#comment-350 PXLated Wed, 21 Nov 2007 04:12:20 +0000 http://iconnectdots.com.s11974.gridserver.com/2007/11/why-we-must-touch-feel-or-experience-products.html#comment-350 Back when we were planning the BBY site there was a lot of discussion about this. One of the ways we tried to overcome this was with great photography and a lots of it. If a person normally handled a product (camera, etc) we shot 6-10 photos. For something they didn't (televisions, etc) we shot 2-3. My politically incorrect term for it was the "Fondle" rule. The rule was applied to everything except accessories (paper, batteries, etc). I must say we had the best, most extensive product photography on the net. Of course, having all those stores with in-store pickup helped also. Personally, if it's over $100, I need to touch it :-) As far as the Kindle, it has more going against it than just the fact you can't touch it. I'd be very surprised if it doesn't go down as a huge failure. Back when we were planning the BBY site there was a lot of discussion about this. One of the ways we tried to overcome this was with great photography and a lots of it. If a person normally handled a product (camera, etc) we shot 6-10 photos. For something they didn’t (televisions, etc) we shot 2-3. My politically incorrect term for it was the “Fondle” rule. The rule was applied to everything except accessories (paper, batteries, etc). I must say we had the best, most extensive product photography on the net. Of course, having all those stores with in-store pickup helped also. Personally, if it’s over $100, I need to touch it :-)

As far as the Kindle, it has more going against it than just the fact you can’t touch it. I’d be very surprised if it doesn’t go down as a huge failure.

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