In an attempt to create anticipation and excitement over a new product marketers will often be vague and let little or no information leak out to the public. Apple is famous for this.
Proocraft, makers of Cricut Cutting machines and other scrapbook tools have been using this strategy to promote their newest product, The Gypsy for Cricut. Basically Provocrafts Gypsy is a portable design studio. They have been using a viral campaign in the form of Youtube videos and nothing else to spread the word about the new product. You are really playing with fire on this one- as scrapbookers are unrelenting int her quest for information on the newest and latest gear.
Confusion abounds! Blogs and forums have been quoting Provocraft representatives giving conflicting information. Prices have been quoted as high as 500.00 for the Gypsy!
Even worse, the rumor- or is it?- that The Gypsy will not only transfer the information from your 100.00 cartridge but YIKES will erase it!! Wow- what a way to freak out your customer base!
At the Scrapbook Review she list the details of three different phone call made to provocraft- all giving different information and both confirming AND denying that the Gypsy will erase your cartridges.
Scrapbook Update quotes Provocraft vehemently denying Cricut cartridges will be erased by The Gypsy.
So, with talk of erased cartridges, prices in the $300-500 range, Provocraft has successfully shown us how a cute concept viral marketing plan can go wrong.At least we are talking about it -)
What should Provocraft have done differently or have they go it right?
More Info on Provocraft Gypsy