On October 4, the Glass Factory (aka 99 Sudbury in Toronto) hosted the most recent Google Product launch featuring Google Assistant, Pixel and Daydream (VR). The space became a playpen with multiple interactive stations, featuring friendly Google staff, new products, catered food and bottomless drinks. Yes, you read right.
And just when it seems too good to be true… it probably is.
When you work in marketing, it’s hard to attend a product launch without some skepticism. But that doesn’t mean I don’t still feel the pull of excellent marketing. Case in point: I’m an Apple user. I’ve never owned an android, but after being treated like a queen and wowed by what’s in store for Google in 2016, I would say I am more inclined to purchase an android down the road; I could be their next conversion. And that’s how Google wins. And they know it.
If there’s one thing to take away from this event, it’s tips on how you can recognize successful marketing, emulate it and create a win-win situation for everyone. Here’s my perspective of the night vs. Google’s*:
1. PRODUCT DEMOS DOUBLE AS AN INVITATION TO PLAY
ME: We posed for a couple photos in a small curved booth and twirled under some colourful lights.
GOOGLE: The room was set up to demonstrate Pixel’s ability to capture low-lit scenes. A staff member took photos on the Pixel, explicitly highlighting the detail and minimal noise in the low-light shots. We wanted to make sure everyone could experience this technology for themselves, and of course, we let them keep the photos as a souvenir.
2. BRING ON THE FOOD AND BOOZE
ME: I’m hooked on a free-ling.
GOOGLE: Nothing like boozing up the guests to get them socializing, laughing and enjoying themselves. We treated them well so they can boast about it later to their friends (aka our potential customers).
3. KEEP THE SPEECHES MINIMAL
GOOGLE: It’s 7:00pm on a work night. If guests wanted to learn more, they probably tuned in earlier that day to the #madebygoogle live stream. This isn’t the time to bore them with more lectures. Instead, we had a very brief introduction (video), short PR statement and used the remainder of the night to let guests explore the space and discover our products for themselves.
3. HIGHLIGHT THE BEST PRODUCT IN THE BEST WAY
ME: THIS IS AMAZING. *spins around in chair* I need this.
GOOGLE: We showed them a teaser of our best games and VR video available. We needed to give them a “WOW” factor in less than five minutes so everyone had an opportunity to test out Daydream. Our staff explained how this device is compatible with your phone, extremely light weight and easy to take with you on the go. Although it won’t compare to wearing the actual VR headset, we did make a similar opportunity available for everyone to see. Feel free to watch the video above and have a taste for yourself.
4. LEVERAGE STAFF
ME: *speaks with Google staff member* So you’re telling me that now I can have a conversation with my phone?
GOOGLE: At six different stations throughout the building, we set up a handful of Pixel phones. Our staff had two primary roles: 1) monitor the phones and 2) guide the conversations and answer any questions. We made sure they could show off some interesting features of Google Assistant, including its’ ability to have two-way dialogue with users.
5. FREE SWAG
ME: This water bottle looks like a flask. *takes photo*
GOOGLE: We gave our guests freebies so they could post about it on social media, share it as an influencer, and encourage others to feed off the buzz and buy into the Google experience.
So tell me, Apple users. Do you want to buy an Android now?