Get Blu-ray in front of their eyes
Continuing with my free advice to the Blu-ray marketing department, I have some observations related to consumer indifference. Around the blogosphere and online message boards, I’ve heard quite a few people say DVD was good enough. But they haven’t really experienced Blu-ray so how would they know?
This is a problem that Blu-ray Disc Association faces to grow adoption. Why are 45% of HDTV owners aware of Blu-ray and its victory and only 9% planning on buying players? Granted that’s still 4-million HDTV owners planning on buying into Blu-ray this year, but what of the other 16-million plus consumers? That’s the market Blu-ray needs to succeed.
According to NPD’s latest survey, many of the new HDTV owners are planning on buying Blu-ray players for their new TVs, but why are so many HDTV owners still content with standard-def movies?
One reason may be that a survey conducted last year of HDTV owners showed two-thirds of them thought DVD was high-def. Still only a fraction of HDTV owners have a high-def source connected to their TV, including cable, satellite or off-the-air broadcasts. But they must be aware by now that Blu-ray is truly high-def, shouldn’t they?
Late last year Disney and Panasonic did a good job getting Blu-ray Disc in front of consumers with their magical mystery mall tour. This is a good way to get consumer awareness not with just buzzwords but with actual images they can relate to and be impacted by. They need to use examples people can understand, like ask the consumer if they would actually watch Lost on standard cable if they could watch it in high-def. This is a good example and should be used when selling Lost on Blu-ray because they can say, “Now watch Lost the way you remember it – in high-def!”
Nothing is more powerful than a visual presentation, and that is why it’s used so much in board rooms, by door-to-door salesmen, and the Pentagon. But this is better than charts and graphs, it’s moving images we’re familiar with. This is an important part of selling high-def.