Amazon is using traditional tricks to market its Kindle Paperwhite
Amazon usually employs all that’s latest and forward-looking about retail, but it recently used a decidedly traditional approach to marketing its latest Kindle Paperwhite e-reader this fall.
Last year, the company starts a few months “Read it to Believe it” tour across America. The first city is the New York, which will took place from Thursday to Sunday last year, where passers-by were invited to examine the e-reader and ask questions of Amazon people firsthand. Those who did so would also receive a coupon for $5 off a device of their own.
Apparently the tour took the e-reader across several states and cities including Philadelphia, Pittsburgh, New Jersey, San Francisco, San Diego, Los Angeles and Sacramento, Calif. Most stops were at the malls even the Garden state Plaza in new Jersey and Galleria at Roseville in Sacramento were used for the tour.
Amazon already had actual retail presence at chains including Best Buy and Staples, but it was looking for more hands-on approach – and wanted to collect customer feedback in the process.
In May last year, the company said it started with focus groups with customers who were avid book readers but did not have Kindle e-readers. Amazon gave participants their own device for two weeks and some credit to buy e-books. At the end of it all, Amazon surveyed participants on their experiences and offered to let them keep the device or receive $100 instead.
Most of the participants keep the e-reader, surprised by features long advertised by Amazon and that exactly was the reaction of many people as found by kindle customer service. Amazon concluded it needs to get the device in more customers’ hands to show its profits.
Neil Lindsay, VP of marketing at Amazon, said Amazon isn’t expecting to reach a specific number of people; the company is just hoping to get the device “in as many hands as possible.” While Amazon is hoping the events will drive sales.