The main reason is because I’m a bookworm and mainly just want to read. I have to say the decision making process and search for information as a consumer, not a marketer was very fun!
I had been one of those old school “I really like real books” people until I went on vacation. Everyone at my resort had either the Kindle or iPad. My intrigue quickly turned into envy. They all loved their device and were eager to show me why. I even found a few people who had both! As I lugged my backpack with my three books through customs and the airport I became more serious in my quest.
Once home I posted on Facebook “Kindle or iPad…discuss” and wow did everyone weigh in! It was hilarious and informative but I was still torn.
I mainly wanted the device for reading…and Kindle was the clear choice. The challenge was that the iPad was so cool and did so many other things for just a few hundred more. iPad lovers insist the Kindle Ap is good enough and not a big deal.
I researched online, read reviews and watched videos.
The decision was made in the East Terminal at Lambert Airport on the way to Vegas. My family (mom, dad, sister, bro-in-law) was standing in a circle at the gate discussing the Kindle. I was annoyed because the book I brought for the flight was a big, hardback book. I was half-way through and it was very likely I would finish on the flight out. So of course, I brought a back-up book for the flight home. Both were heavy in my backpack.
I was trying to explain the Kindle to my dad and all of a sudden a hand holding a Kindle appears in the middle of our circle! A man overheard our conversation and surprised us with a free preview. Amazon would be thrilled to hear his sales pitch and product presentation. He demo’d all the features and sold me on the 3G version right there in the airport.
I’m happy to say that Santa got my letter and my Kindle arrived on Christmas morning. I’m already 73% through my first book! (American Assassin by Vince Flynn, love ALL his books!)
Now as a marketer, reflecting back on the search process it was an interesting combination of the brand websites, SEO for user reviews and blogs, social media for my friends' opinions and ultimately, the most convincing was 'Word of Mouth' from the very happy, loyal and excited brand ambassadors.
