My interest in this new consumer product called "DAVE" from Seagate was piqued by this sponsored 13 minute video interview done by Robert Scoble of PodTech on behalf of Seagate (see, I linked, I linked).
DAVE, which stands for digital audio video experience is a 20 GB hard-drive the size of an iPod that has built-in wireless capabilities like Wifi and Bluetooth, and enables more seamless sharing and storage of one's stuff across multiple devices. Here's how Scoble explains it:
"It's a device that fits in your hand, or your pocket. Other devices talk to it through USB, BlueTooth, or WiFi wireless connections, and it stores stuff. Music. Videos. Photos."
I then went over to Seagate's site to get more information on DAVE. What was astounding was that I couldn't find any mention of the new product anywhere on the site, after spending 15 minutes or so mucking around various links and the like.
Now maybe Seagate didn't have their DAVE marketing material well coordinated with it's "launch" on the Scoble Show, resulting in the material not being available on the main Seagate site.
But the experience inspired me to add another point to Guy Kawasaki's excellent list titled "Top Ten Stupid Ways to Hinder Market Adoption":
11. Make it really tough for potential customers to find information on your new product and/or service on your main web site. Sop up as much of their precious time while they try and figure out what you're trying to sell.
Speaking of obtuse marketing campaigns for new product launches, can anyone explain to me what this Clearification marketing campaign has to do with running out and getting Windows Vista? It's a really long animation done by a comedian that takes a lot of time to sit through.
In a world where the scarcest commodity is rapidly becoming the ATTENTION of one's potential customers, why do companies insist on sponsoring marketing efforts that takes huge chunks of time just to figure out what the hell it is you're marketing? Good questions for both Microsoft and Seagate on the debut launch days for their respective products.
It makes for a good point number 12 to Guy Kawasaki's list though, don't you think?