Metaphor needed!

26 May 2005 - 2:28pm
511 reads
Jason Falcone
2005

All -

I am currently working on a heuristic and content evaluation of a large
company's mini-website that markets a small set of specialized products
to non-customers that have, consciously or subconsciously, rejected this
same company's more mainstream offerings. We are evaluating a few
in-class competitor sites, but I'd like to take a look at some
out-of-class operations to see if there are any really effective
communication/marketing techniques or metaphors in place.

This isn't an explicitly interaction design question, but I'd like to
tap your brains for some ideas for this out-of-class set of
companies/websites.

So:

Can you name some companies that offer mainstream products/services to
the masses, but also offer a subset of their products to a
fringe/alternative group that has rejected the company's primary
offerings? Double points of these smaller, specialized offerings replace
something that the audience already has.

Here's are two hypothetical examples of responses:

AOL sells a comprehensive internet package to a large mass of people.
Some people reject the AOL mainstream and have their own service
providers, browsers, etc. However, AOL has a really effective
anti-spyware tool, and AOL figures that they can sell it to those who
have otherwise shunned the company. Of course, there are plenty of free
anti-spyware tools out there, so AOL also has to justify the cost
associated with their product, on top of convincing the non-customer
that a component of their total package has value.

Or...

GM knows that many people are skeptical of American automobile quality,
and that those same people buy Japanese cars. GM has a smaller operation
that makes really nice stereos, and it thinks there is a viable revenue
stream in selling these stereos to the owners of Japanese cars. GM has
to reach out to this population and convince them that the stereos are
top-notch (despite any prejudice the audience might have), but also that
the GM stereo is a worthy upgrade from the stock Japanese one.

If your ideas only answer half of the question, that's okay! Any
feedback you have will help!

I hope I explained my goals well enough - thank you for any thought you
put into this, and I am looking forward to your answers :-)

Jason Falcone
913-220-0112
-----------------------------
This transmission is confidential and intended solely for the party to
whom it is addressed. If the reader of this email is not the intended
recipient, you are hereby notified that it may contain privileged,
confidential and trade secret information, and that any dissemination,
distribution, copying or use of the information in this transmission is
strictly prohibited. If you have received this transmission in error,
please immediately notify the sender at the email address above, and
delete all copies of it from your computer.

Syndicate content Get the feed