The People's Player

The Zune, also known as Microsoft's answer to the iPod, has been and is currently positioned as a social networking tool. This social networking tool connects music lovers with other music lovers, music lovers with musicians, and musicians with other musicians. The plan was to create a special place in the market outside the shadow of the giant in MP3 sales, Apple. For Microsoft, that meant considering the trends and figuring out how to get people talking about the Zune.

Taking a look at a Marketingvox.com entry , one can read that back in November 2006, when the Zune was about to be launched, Microsoft debuted the slogan "Welcome to the Social." The major selling point for the player was the wireless song sharing capabilities that drove home the concept of bringing music to the people.

According to a Marketing Daily article just out today, Microsoft is still really trying to gain street credibility and get people to associate Zune with not only music, but with music experiences involving people. The Zune is pushing its connection with both high and low profile music events; you can see off of a section of its website that it is currently sponsoring artists and performances at the larger than life music festival in Austin, Texas, SXSW (South by Southwest). By acting so music savvy and dedicated to continually developing the music industry, the portable music player is hoping to hit home with a very niche audience. Unlike the iPod, the Zune experience is not merely about getting your favorite tunes, but finding new artists and connecting to the broader music community.

Marketing with SXSW was a brilliant move, but other attempts to increase word of mouth for Zune have not been so impressive. A post entitled Marketing the Zune Way that was featured on the marketing section of zuneinfo.com, explains how recently the Zune promo car just tooled around city streets at 3 a.m. blasting Justin Timberlake as loud as it could.

A spoof of an iPod ad is also linked off of the Zune marketing page that is amusing and gives a taste of the fierce loyalty we know exists among "Microsoft People" and "Apple People." Actually, that aversion to the Zune and supposed loyalty to iPods can be seen based on reactions to an entry on the Marketing Pilgrim blog. The premise of the entry is that people would prefer to see a picture of a girl in tight clothing than win a Zune. There was quite a bit of a response with many people saying, in so many words, "I just don't want a Zune."

On the other hand, perhaps these comments are not related to loyalty to another player, but simply reaction to the horrible product buzz that the Zune has received. According to the Marketing Daily article referenced previously, the product has had many technological issues, from skipping tracks to faulty screens.

Overall: Although inspiring discussion among music lovers and creating buzz through concert sponserships are excellent ideas to appeal to a distinct market, it is going to take a lot of positive coverage to make up for some product failings.