Future Techniques of Persuasion: Nabaztag

The product I am choosing to write about is the Nabaztag. The Nabaztag is a rabbit shaped, ambient electronic device. The Nabaztag connects to your WiFi, and is programmed to give you the information you ask for, while also connected to things like your email, Facebook account, and phone. Essentially, Nabaztag allows you to use your computer and cell phone, without actually using them. For example, you can check your email while brushing your teeth or cooking, or receive and listen to your text messages while in the shower. In addition to connecting with your online devices, using "ztamps", the Nabaztag can also connect with any object the stamp is located on. For example, put a ztamp on your keys, and never worry about losing them again. Or program a ztamp to a certain book, and have the Nabaztag read aloud with your child.

Although Nabaztag has many capabilities to make your life easier, the product has not been marketed in a way that creates a desire for the product. The product was not released as something you needed to make your life easier, but presented as something with many capabilities but no real purpose. Because of this, the emotional connection to the product was not made. If emotional branding during the advertising of this product was used, people would feel the need to have this product in their life; the advertising should have made them feel as though they were missing something if they did not buy this product.

Showing what Nabaztag can do is good, but using more soft advertising will create the emotional connection. For example, showing how people's lives have changed since purchasing the product, or how they could not function without it. This will create not only a need for the product in everyday life, but create an emotional need that can only be filled by purchasing the product.

In addition to creating the need for the Nabaztag, narrowcasting will allow the audience that is most like to purchase the product to be reached. The people who are mostly likely to utilize this product are people who want to constantly be connected, and are looking for new ways to accomplish this. For example, people with Facebook accounts or smart phones are the perfect target audience to market this product. Viral marketing would be an efficient way to narrowcast information about this product. For example, using the Facebook network to reach millions of people is a smart and effective way to reach the target market for the Nabaztag; but for some reason, the fan page for this product simply consists of a picture and no information, with only 3,000 fans. Re-vamping this page with information and appeal to those viewing the page will not only inform viewers about the product, but also create buzz and popularity.

Not only does this product appeal to those who want to constantly stay connected, but also it has an appeal to young mothers who use technology to organize their lives. The Nabaztag, using ztamps, can alert mothers when their children arrive home from school, or deliver messages to them as soon as possible. A way to market this to mothers would possibly be showing the Nabaztag in a family setting on a television show that mothers would be watching. For example, iCarly is a show that parents might enjoy with their children. Placing this product on that show will not only allow a family to see that the product is for people similar to themselves, but also see how it can benefit them if they were to purchase the product. There are many other ways that product placement can be used to reach this target audience. For example, pairing with a company such as Honda, and placing the product at Honda dealerships with the Odyssey (a popular family van) will create curiosity as to why a product like Nabaztag is being featured at a car dealership. Not only will people want to find out what the product does, but how it can specifically benefit their lives. This will allow Honda to do some advertising for Nabaztag, bring in the target audience, and spike people's curiosity about the product.

Another way to market this product would be under the radar marketing. For example, having a celebrity on Cribs use the Nabaztag when their home is being featured would allow the product to be marketed, without the viewer knowing. The Nabaztag may be seen as part of the celebrity's everyday life, just like any other appliance shown in there home, causing buzz about the product; "I saw it on Cribs so it must be cool" or "This celebrity is using it so it must be awesome." In this way, the product would be advertised, but people may not think of it in that way. Because of this, buyers may be more inclined to research the product, and assume it's something that many people are using.

In conclusion, there are many new ways to market the Nabaztag to create the best response from the target audience. Using new ways of marketing such as emotional branding, narrowcasting, product placement, and under the radar marketing will allow a need for the product to be created, causing consumers to feel an emotional appeal to Nabaztag; they will feel as though they are missing out on something and their life would be better with their personalized bunny. Pairing with well-known television shows, products, and celebrities will not only create buzz, but people will trust Nabaztag's brand Violet, simply because it is paired with reliable brands such as Honda and Apple. Using these methods this technology has the ability to become popularized so that Nabaztag will be found in every home or office.