In the Home Appliances section of IFA 2008 are dozens of brands of coffee makers, most doling out freshly brewed joe to bleary-eyed conventioneers. The video above demonstrates one of the larger of such displays. A small pad on the bottom of the coffee cup contains an icon, which a camera under the table identifies and tracks as it slides around the surface. When it comes to a full stop for a few seconds, information panels fly out and are then activated by touching the tabletop. As you can see in the video, I press first one then another widget to get information about the delicious coffee I was enjoying.
Everyone was so engrossed by the novelty of the display mechanism that I don’t think anyone remembered the name of coffee maker (Nespresso) who was running the display. When the technology used to display your product is way cooler than your product itself, I think you might want to reevaluate your marketing process.
The video is quite simply not working for me. It is blank.
Same problem with the video not loading, though I had the screenshot in Google Reader.
False,
if you will not use such kind of display, the consumer will recongnize immediatly that you are just selling simple instant coffee much to expensive and will leave your booth.
So fact is that everyone was so engrossed by the novelty of the display mechanism that I think nobody will remember how poor the offerd coffee really was. Poor product needs always high tech presentation – its is cheaper to build some high tech presentation displays than make every coffee machine better.
This table (and the accompanying photo) gels with Nespresso’s brand based on what I recently saw at their NYC upper east side shop. While no one can remember their brand while at the event you went to, your video sure makes up for it. Maybe they planned on having a cool thing (the table) people would photo/video, then share online? A guess, really.
For me, after seeing (a) their NYC shop and now (b) this video, I now have a clear idea of what Nespresso is about, brand-wise. So, for me, one lone customer, I think they’re marketing needs very little adjusting.
My two cents. Thanks for listening.
Hey — it’s Nespresso. It’s about selling stale, pre-ground coffee in environmentally wasteful pods that make weak espresso and are inordinately expensive to refill.
File this presentation gimmick under the “Look! There goes Elvis!” school of product marketing.
I think TomB hit the nail on the head – its distraction value. However it seems mismatched to coffee, thus I doubt it will have any impact beyond the show. That type of table is very cool though.
But a cafe where the tables were browsers would get constant foot traffic, buy a coffee, browse for free would work on me ever time.
I use Nespresso and it is delicious, very easy to use and not expensive.
Ignore the environmentalcases. They’re just jealous.
there is another video of this bar on the developer’s website : http://www.bleank.com/