Windows Phone VP of Marketing Thom Gruhler talks about using celebrities, reveals 'Meet Your Match'

Today The Seattle Time's?Janet Tu spoke with Windows Phone's new corporate vice president of marketing Thom Gruhler about the impending onslaught of advertisements to promote the new operating system. Recall that Microsoft recruited Gruhler back in March, and the best example of his work in advertising is Verizon's now timeless slogan: "Can you hear me now?"

Now that he's trying to get people to 'hear' Windows Phone, Gruhler has laid out Microsoft's gameplan for the rest of the year and beyond. Near the beginning of the interview, Gruhler bluntly states that Windows Phone does not have an identity in the minds of everyday people and points to that issue as the main reason Microsoft has enlisted celebrities as their spokespeople:

"We have a product people really love but not enough people know about it."

Because people don't see their friends and people they know using Windows Phones, the marketing challenge is, in a sense to "give them permission to get a Windows Phone," Gruhler said.

That's why seeing these celebrities -- whom people already are familiar with and may have an emotional connection to -- and seeing how they use their Windows Phone handsets, is a key part of the campaign.

"It's creating this permission: 'I know it's OK. It's acceptable. I can pull that out at a dinner party and say: Hey - Gwen Stefani has that phone. Check it out,'" Gruhler said.

Many were curious as to why Microsoft chose celebs like Gwen Stefani and Jessica Alba to promote the new line of Windows Phones, and Gruhler's answer is one we find very fascinating. Celebs have enough clout to influence people, and if its done on a large enough scale with the right people it may help fill in Windows Phone's missing identity.

Gruhler also revealed in the interview that the Windows Phone marketing campaign will be a "year-long effort", with several ads going on and off air throughout. Finally, he let slip that the Smoked by Windows Phone Challenge is making a comeback under a new moniker: "Meet Your Match". It's a subtle play on Windows Phone's current slogan "Meet Yours" and Gruhler says the challenge will expand to even more malls nationwide.

It appears Windows Phone 8 has reached an inflection point: as phones begin to release onto the market, the marketing will kick in and we'll have to wait and see if customers are persuaded. Gruhler seems to know what he's doing, and Microsoft likely brought him in specifically for this launch. Let's hope these puppies sell.

Source:?The Seattle Times (Microsoft Pri0)

Source: http://feedproxy.google.com/~r/windowsphonedaily/DnwK/~3/Dm2Sg08tFZc/windows-phone-vp-marketing-talks-celebs-reveals-meet-your-match.html

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