Doug Miller
Supporting Actor
- Joined
- Feb 26, 1999
- Messages
- 712
- Real Name
- Doug Miller
There are threads here, there, and everywhere about the differences between BD/HDDVD on machines, playback quality, and every little nitpicky thing about the formats. One thing that's been neglected has been the marketing angle.
This last week has really felt like a seperator for the formats. HD-DVD took an early lead with an outstanding price point and a good selection of library titles. Blu-Ray always seemed like the outside looking in, I really questioned if Blu-Ray was going to be a market force or not. This last week really answered it. I have seen more marketing focus on Blu-Ray this last week than HD-DVD over the last year.
- 20% off all Blu-Ray titles at Target this week bringing most releases to $23.99 or under.
- I've been in Best Buy, Circuit City and Sears. Every retailer had a brand new Blu-Ray merchandise displayer in their aisles. I did not see a single HD-DVD displayer.
- Promotion and press brought on the PS3 all week, with the "and it even plays Blu-Ray" at every turn.
Please don't call it a "conspiracy" against HD-DVD. To say that retailers would conspire against a format is ludicrous. Oh, Best Buy didn't put out an HD-DVD, but had out the Blu-Ray, it must be a conspiracy. Call it poor marketing by HD-DVD. Blu-Ray sent retailers the in aisle displayers -- Best Buy doesn't pay for that. In a week filled with positive Blu-Ray press, HD-DVD needed to seperate itself in the market. How could they have done that?
What HD-DVD should have done:
- Rebates. Rebates is the current fashion when it comes to retailing. they needed to market their own rebate, or better yet, subsidize rebates through key retailers.
- Align itself with a key retailer. Just because there's not a "conspiracy", doesn't mean there isn't a preference. Is it obvious that Best Buy favors Blu-Ray? Sure, but I'm also fairly sure they're paid to. What's stopping HD-DVD from going to Circuit City or Sears and putting out there that "Circuit City is the official home for HD-DVD"?
- Key product launch. This was the only thing they did half right this week, but it was only half. Xbox's HD-DVD add-on with free King Kong! Awesome, so why wasn't there advertising everywhere for it? Where's their front page in circulars, where's the stocked merchandisers of the add-on with HD-DVDs next to it? And just as important, they needed the A2 to be out NOW, not in December.
This has been a big week for Blu-Ray. I know you're looking at the above and potentially thinking, huh, that doesn't seem like that big of a deal, but I think in the long run this was a big plus for Blu-Ray.
I will close with this, however. Until I see Costco carrying Blu-Ray or HD-DVD, both formats have a long road ahead of them.
Doug
This last week has really felt like a seperator for the formats. HD-DVD took an early lead with an outstanding price point and a good selection of library titles. Blu-Ray always seemed like the outside looking in, I really questioned if Blu-Ray was going to be a market force or not. This last week really answered it. I have seen more marketing focus on Blu-Ray this last week than HD-DVD over the last year.
- 20% off all Blu-Ray titles at Target this week bringing most releases to $23.99 or under.
- I've been in Best Buy, Circuit City and Sears. Every retailer had a brand new Blu-Ray merchandise displayer in their aisles. I did not see a single HD-DVD displayer.
- Promotion and press brought on the PS3 all week, with the "and it even plays Blu-Ray" at every turn.
Please don't call it a "conspiracy" against HD-DVD. To say that retailers would conspire against a format is ludicrous. Oh, Best Buy didn't put out an HD-DVD, but had out the Blu-Ray, it must be a conspiracy. Call it poor marketing by HD-DVD. Blu-Ray sent retailers the in aisle displayers -- Best Buy doesn't pay for that. In a week filled with positive Blu-Ray press, HD-DVD needed to seperate itself in the market. How could they have done that?
What HD-DVD should have done:
- Rebates. Rebates is the current fashion when it comes to retailing. they needed to market their own rebate, or better yet, subsidize rebates through key retailers.
- Align itself with a key retailer. Just because there's not a "conspiracy", doesn't mean there isn't a preference. Is it obvious that Best Buy favors Blu-Ray? Sure, but I'm also fairly sure they're paid to. What's stopping HD-DVD from going to Circuit City or Sears and putting out there that "Circuit City is the official home for HD-DVD"?
- Key product launch. This was the only thing they did half right this week, but it was only half. Xbox's HD-DVD add-on with free King Kong! Awesome, so why wasn't there advertising everywhere for it? Where's their front page in circulars, where's the stocked merchandisers of the add-on with HD-DVDs next to it? And just as important, they needed the A2 to be out NOW, not in December.
This has been a big week for Blu-Ray. I know you're looking at the above and potentially thinking, huh, that doesn't seem like that big of a deal, but I think in the long run this was a big plus for Blu-Ray.
I will close with this, however. Until I see Costco carrying Blu-Ray or HD-DVD, both formats have a long road ahead of them.
Doug