Nokia will ramp up its marketing operations with a continued emphasis on the youth market as well as highlighting its broader range of products and services in the wake of its Microsoft takeover.
The manufacturer launched its innovative Lumia Live campaign to promote its principle range of smartphones last year. Marketing manager Adam Johnson told Mobile that it was devised to capture the imagination of the youth market with music, shared experiences and camera quality, and it’s an initiative he wants to promote as the Lumia family grows.
He said: ‘We won’t change our marketing strategy, in fact we hope to accelerate it. The new things you will see from us, though, is how we position Windows Phone as part of our broader ecosystem. The OS really comes to life when it’s used across smartphones, tablets and laptop, so we’d be crazy not to bring that into our marketing message.
‘People no longer buy a box, they buy into an experience, and we’re all about one experience across lots of different touch points.’
The Lumia Live shows showcased up-and-coming bands in locations not usually associated with music gigs, such as boxing rings, beach huts and fairground museums, in front of a crowd of 200 people. Johnson said that although the audiences were relatively small, revellers shared experiences from the events on social media, receiving thousands of views.
Johnson said: ‘We wanted to create experiences that made influential young people spend time with Nokia. At the time it wasn’t just a music strategy, but an overarching marketing theme. We wanted people to use our Lumia range to capture the moments using features like low light, capture and audio recording. We feel other brands don’t do that as well as us.’
The events delivered results as people responded to the brand. According to the marketing director, purchase consideration for Lumia ‘doubled’ as a direct result of ‘being exposed to the Nokia environment’.
The buzz is filtering down into retail channels, and Johnson hopes the typical demographic of retail advisors would make Nokia more visible and highly endorsed on the high street. He added: ‘Our team needs to make sure all of our partners like O2, Vodafone and Carphone Warehouse see what we’re doing, particularly in terms of store staff getting involved. The average age of mobile phone store staff is 22, so we expect an increase in both brand effect and retail engagement.
‘Around 60% of my team is focused on channel execution, so it’s huge for us. We’re a challenger brand and we need to acquire users from other platforms to meet our expectations. We want to convert them with a combination of training and live devices to give us a real personal endorsement.’
Nokia has also made significant strides in the b2b market, acquiring 18% market share by the end of 2013. Johnson said his team was committed to taking a joined up approach to marketing, which would see the youth and business markets co-exist bene? cially.
Johnson said: ‘Our product set appeals to a CEO right through to a teenager. Whether you want to play an amazing game or edit a Powerpoint presentation, this is the best tool to do it on.'
He added: ‘We need to speed up growth. With the portfolio we have, the portfolio we have coming and the tools we have with Microsoft, it’s really there for the taking.’