{"id":17,"date":"2009-12-24T15:51:52","date_gmt":"2009-12-24T15:51:52","guid":{"rendered":"http:\/\/www.eqsim.com\/blog\/?p=17"},"modified":"2010-02-21T15:52:46","modified_gmt":"2010-02-21T15:52:46","slug":"excellent-example-of-could-have-been-product-simulation-marketing","status":"publish","type":"post","link":"https:\/\/www.eqsim.com\/blog\/excellent-example-of-could-have-been-product-simulation-marketing\/","title":{"rendered":"Excellent example of could-have-been product simulation marketing"},"content":{"rendered":"

In my daily RSS scans, I came across a great link yesterday from Matt at Signal vs. Noise, Combining a camera review with a travelogue<\/a>, which links to Craig Mod\u2019s GF1 Field Test<\/a>.\u00a0 The essential idea is that opposed to a traditional, clinical product review, or even a sterile, contrived \u201cfield test,\u201d Craig took the camera on an almost \u2018boot-camp\u2019 style field test, and in the process described how the features and functionality served him, illustrating his point with real examples (which are beautiful, attesting to his skill and that of the product).<\/p>\n

Imagine if, instead of a product review, this were an advertisement or marketing endeavor initiated by the manufacturer\u2013I don\u2019t believe it is, in this instance, but I\u2019m thinking \u2018fabulous\u2019.\u00a0 You would get to see how the camera performed, not just what the specs are, and which the sterile, clinical features are (though of course there is an important need at some point to detail the tech specs).\u00a0 Imagine, further, if you will, that during the \u2018product experience ad\u2019 (I seem to be coining phrases all around me, watch out!), you had some ability to interact with the product in this context, to explore its functionality around specific problems or issues presented in the environment.\u00a0 Like Craig\u2019s pictures, it lets the product shine through the results it produces, rather than stating technical facts about the camera.<\/p>\n

That would be an ad that people would want to participate in, and isn\u2019t 2010 marketing supposed to be about \u2018the conversation\u2019?<\/p>\n

I need to add this kind of rugged, in situ \u2018field test\u2019 to my concept of product simulation marketing.\u00a0 Notice that the product simulation marketing doesn\u2019t have to be interactive\u2013an ad in this form would almost be like a thought experiment, in which we the viewers are told \u201cput yourself in Craig\u2019s place\u201d.\u00a0 It is an experience that demonstrates how the product has engaged Craig.<\/p>\n

Boy, would I love to work on that campaign \u2014 anyone out there remotely connected to someone who wants to do this, please let me know!<\/p>\n","protected":false},"excerpt":{"rendered":"

In my daily RSS scans, I came across a great link yesterday from Matt at Signal vs. Noise, Combining a camera review with a travelogue, which links to Craig Mod\u2019s GF1 Field Test.\u00a0 The essential idea is that opposed to a traditional, clinical product review, or even a sterile, contrived \u201cfield test,\u201d Craig took the\u2026 Read More »<\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11,8],"tags":[],"_links":{"self":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/17"}],"collection":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/comments?post=17"}],"version-history":[{"count":1,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/17\/revisions"}],"predecessor-version":[{"id":18,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/17\/revisions\/18"}],"wp:attachment":[{"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/media?parent=17"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/categories?post=17"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/tags?post=17"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}