To the stated surprise of many, I am a Windows user. Namely, a tablet user, after buying a Toshiba Protégé m200 in 2002 (my current machine being a Samsung 700T). So it should come to no surprise that upon my discovery of Microsoft’s event (over a lunch of only desserts at the Nomad earlier in the day), I was determined to check it out – despite my not having been invited.
The event was taking place at Pier 57 on the West Side Highway and after a friend and I finessed our way pass the clipboards, security and mandatory coat check we walked into an expansive black space intersected with white glowing pedestals of all sizes and heights largely reminiscent of a Bauhaus design experiment. We walked the perimeter prodding and probing the sleek new hardware – unquestionably, some of the most innovative notebook design since the IBM ThinkPad 701, or at least as ‘cool.’ However, while the hardware was notably impressive, and the OS appeared fresh, I came away disappointed:
The music was loud. Ear-bleeding loud. This is true of most events, but keep in mind this was at 8pm when the event started. Just because your speakers are able to go to 12, please save that till later-- ostensibly the goal at such events is to converse with fellow attendees and Microsoft Product Specialists.
Microsoft Product Specialists: I was told they were the kids in the different solid colored windbreakers (is this branding?). I only saw them talking to each other and not to two guys poking at every machine in bewilderment.
Bewilderment – my hip shot guess would be that 2% of the people in attendance actually use a Windows machine. The other 98% had no idea whatsoever how to operate the machinery; or to hit alt+tab to cycle through the myriad of screens parading in front of them or the Windows Key to get back to the home screen.
Most computers were not connected to the Wi-Fi available, or logged in to the premium services highlighted by the impressive new interface (such as Netflix or any of the social media accounts). Your machine can be the greatest thing but if it’s not hooked up to the internet, you’re showing me a car without wheels.
The ‘Curated Neighborhood’ concept: I had initially left when I heard about the Curated Neighborhoods, and I re-entered the event to see them. Even though I am (as previously stated) a Windows user, and I do know how to get to the home screen (see #4), the only thing to “discover” in these neighborhoods were a small collection of photos and a handful of people the curators were following, however their feeds were not active (see #5) so there wasn’t really anything to see.
And so, respectfully offered, some considerations for the next event:
More explanation, the better. Don’t assume people know what they are walking into or that they know how to use a Windows computer, create a handout or infographic at the computer.
If you are paying the guys in the windbreakers to be there, then coach them how to talk to people and how to walk them through the experience.
Tell the DJ to chill with the volume until the final hour when everyone is ready to stop talking and start dancing.
When engaging with curators give them guidelines for content, i.e., I want to know about their neighborhood not the outside of their office.
Introduce the curators: who are they, what do they do, and why do I care about ‘their’ city? Create some content, make a “City Guide” booklet which people will take with them and can later use to tour the real cities with, thanks to Microsoft.
More robust user experience: I can’t at this point comment fully on Windows 8 until I have a copy, however Bing Travel showed promise so why not truly curate the cities (see above) in an engaging way with places to go and see while strutting your stuff.
Make it easier to connect – not only to the internet, premium services and social media but to each other. If I am in Soho why can’t I chat with the interesting person over in the LES? Make groups in the Messenger for each neighborhood in a city and be able to chat. One can argue that social media exists to bring people closer together, but has proven better at keeping us apart. Who needs OK Cupid when you can break the ice via proximity, and be a total geek about it.
Launch events have tremendous potential to connect a person directly to a brand. The first stages of the decision process (to connect or support a brand, to change their perception of yours) being awareness, attraction and evaluation – but what about the next step: engagement – sealing the deal? What is the real takeaway at an event like this? Everyone I spoke to was a Mac user and when asked if they would switch they said they wouldn’t. How do you take advantage of having hundreds of people in your “showroom,” evaluating your product? In this case, your best chance is to show them the value of your proposition and the best possible user experience. ‘Want to be the most connected?’ – Yes, show me. ‘Want the Creative Class?’ – show me how easy it is to use Adobe products on Windows 8.
Otherwise events like these are like most social media – lots of users, yet no consumers.
