As its sales slow and market share stalls, TiVo is turning to an interesting solution. The original ‘commercial killer’ announced it would be launching a $15m advertising campaign to reach prospects. Say what? The ‘advertising antidote’ is turning to advertising to create awareness?
TiVo’s decision will erode its core brand promise and, in my opinion, only confuse less savvy consumers rather than encourage them to purchase the technology.
I’m always fascinated to see the marketing strategy a generic brand like TiVo (think Walkman, Kleenex and Xerox, among others) employs when it sees competitors benefiting from name association. In almost every case, it seems well-meaning executives push the wrong button.
If I were running TiVo, I’d opt for a comprehensive viral campaign that included everything BUT advertising. I’d hit consumers in expected and unexpected ways and in retail venues not cluttered by competitor’s wares (think: Best Buy).
TiVo’s challenge is an interesting one: when a first mover sees other, more consumer-friendly technologies (think cable DVR pay services, for example) gnaw away at market share, what should they do to shore up their image and reputation? For TiVo, a counter-intuitive advertising campaign may seem smart, but I, for one, will be fast forwarding past any commercials I see from them.