19-Jul-2016, 18:39
(19-Jul-2016, 18:30)deviousalet Wrote: At least Devialet is consistent though, aye? They are definitely a process-driven company.
The process is:
1) Promise amazing things that excite many people in all sorts of markets (audiophiles, techies, fashionistas, etc.)
2) Create anticipation through teasing possible customers with a drip of interesting information from multiple sources
3) Deliver enough brilliant features to create positive reaction while withholding enough of what they promised to maintain participation
4) Release updates and new products frequently enough to repeat this cycle, balancing hope, frustration, enjoyment, and anticipation
They're trying to combine the marketing prowess of Apple under Steve Jobs with the market control of the drug cartels: creating demand then balancing supply with demand. They make great use of intermittent reinforcement, as defined in any psychology textbook.
I disagree that the strategy is successful.
I'm personally only hanging on because of the tech, and I think many others feels the same way I do: We like them in spite of how they run their business, not because of it.
If Apple came out with a speaker that matched the audio quality but had Apple level of support/quality behind it, I would abandon the brand in a second.
I'd like to think they are just young and immature as a company, not silly enough to think of this as a playbook.
Toying with your customers doesn't build loyalty. It ensures people will abandon you the moment someone delivers a better product.
Long-term, you want to build loyalists, not hype.
