In case you haven't heard, Google is expanding its Explorer program to the United States public for only one day, starting on Tuesday, April 15, at 9 a.m.
This kind of "limited quantity" tactic (in sales academia, the "standing room only" closing method) is used for a number of reasons. And Google has a very good reason to use it.
The Glass program, right now, has more haters than users. Writers and tech geeks are wondering if the consuming public is ready for Glass, and on the flip side, wonder if Glass is ready for the public.
When doubters call, what does a brand do? It answers.
Yet, answer carefully. Google set a limit on quantity and time to enter into its Explorer program. Those who have begged for Glass will be able to test themselves and see what tidbits of information they've heard are fact or myth.
It's clear that Google is still trying to work out the kinks in Glass. This one-day release is way too methodical to think otherwise. It may just be looking for an excuse to accept a crowd of people into its Explorer program. It could be a method to generate more positive news about it.
But Google is right; design is too important to be left to designers. Getting more public involved is a good thing.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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