One of the ways in which Handspring tried to communicate the Treo sales message to consumers in the retail model was through packaging. The packaging for all Treo products showed pictures of the product and examples of the screens (in color for the full-color models). The packaging also explained each of the features of the Treo device, along with product information and a list of the equipment that came with the purchase. The packaging used by the wireless phone carriers is customized to their specifications. When Handspring went to the sell-through-the-carrier model, the carriers controlled the look and feel of the packaging. Handspring also produced brochures and other collateral material that it offers to retailers and used at trade shows.
Marketing Strategic Planning Related
- Key Lessons to Be Learned from the Treo
- The Treo Has Rapidly Become a Category Icon
- Publicity Is a Big Part of Consumer Communication
- Direct Sales Over the Internet Is a Key Marketing Strategy
- Advertising Is Mostly Done by the Carriers
- The Treo Has a Very Complex Pricing Strategy
- A Build-to-Order Production Strategy
- All Treo Products Were Sold Through Wireless Phone Carriers
- Product Design Was Critical to Treo’s Success
- Treo Became the Overall Handspring Product Line
- The New Product Was Called Treo
- The Objective Was to Create a New Category of Products
- The Opportunity Became Obvious
- Market Research Narrowed the Vision
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Tags
- Accelerating the Buying Process
- Anatomy of a Buying Decision
- Benefits Must Be Perceived by Customers
- Consumer and Retailer Convenience is Critical
- Effectiveness Leads to Repeat Purchases
- Elevating the Buying Process
- How Customers Perceive Value and Risk
- How to Qualify Customer Problems
- How to Quantify PIP Solutions
- How to Sell the Customer's Return
- Positioning and Partnering to Propose High-Margin Value Propositions
- Preemptive Ventures Are Often Winners
- Reverse-Engineering the Buying Process
- Sample Marketing Plans
- Successful Marketing Plans Eliminate the Negatives
- Successful Marketing Plans Often Solve Consumer Problems
- The Cause and Effect of Business Value
- The Sales Process-Redefined
- The Value of Customer Relationships
- What Customers Really Want
- What Customers Think About