OnePlus One is one of the highly anticipated devices launched this year. The handset offered top-of-the-line specifications at an excellent price point, making it a standout in the competitive smartphone market.
Usually, companies spend millions of dollars on marketing campaigns to promote their flagship devices, but OnePlus One took a different approach. The company recently revealed they spent only $300 on marketing and managed to sell almost 500,000 devices. The company also revealed they aim to sell one million handsets by the end of the year.
Innovative Marketing Strategy
OnePlus One’s marketing strategy was unconventional yet highly effective. Instead of investing heavily in traditional advertising channels, the company focused on leveraging social media and word-of-mouth. This grassroots approach allowed them to build a strong community of loyal customers who became brand advocates.
“All that money was spent experimenting on different types of Facebook ads. We found that we’ve now reached a critical mass of users, and they are helping us spread the word organically. Normally when you launch a [smartphone] product it gets really hot in the first month, and in the second or third month, sales start to drop really fast. For OnePlus, when you look at our internal metrics, our sales just keep growing,” said OnePlus One’s Carl Pei.
The company’s reliance on social media platforms like Facebook allowed them to target specific demographics effectively. By spending a mere $300 on Facebook ads, they were able to reach a wide audience and generate significant buzz around the product. This strategy not only saved costs but also created a sense of exclusivity and excitement around the OnePlus One.
Unique Sales Model
OnePlus One launched with a complex invitation system where users are required to get an invite before they can buy the handset. This invite-only system added an element of exclusivity and urgency, making the device more desirable. The invitation system also helped the company manage inventory and scale production according to demand, reducing the risk of overproduction and unsold stock.
Recently, the company started taking pre-orders, but those too were for a specific period of time. This limited-time pre-order system created a sense of urgency among potential buyers, encouraging them to act quickly to secure their device. The combination of the invitation system and limited-time pre-orders helped maintain a steady demand for the OnePlus One, contributing to its sustained sales growth.
The OnePlus One’s success can also be attributed to its impressive specifications and competitive pricing. The device featured a high-resolution display, a powerful processor, and a long-lasting battery, all at a price significantly lower than other flagship smartphones. This value proposition resonated with consumers, particularly those looking for high-quality devices without the premium price tag.
In addition to its hardware, the OnePlus One also offered a unique software experience. The device initially shipped with CyanogenMod, a popular custom Android ROM known for its customization options and performance enhancements. This partnership with CyanogenMod further differentiated the OnePlus One from other smartphones on the market and appealed to tech enthusiasts and power users.
The success of the OnePlus One demonstrates the potential of innovative marketing strategies and unique sales models in the highly competitive smartphone industry. By focusing on community building, leveraging social media, and creating a sense of exclusivity, OnePlus was able to achieve remarkable sales figures with minimal marketing expenditure.
As the company aims to sell one million handsets by the end of the year, it will be interesting to see how they continue to innovate and adapt their strategies to maintain their momentum. The OnePlus One has set a new standard for what can be achieved with a limited marketing budget and a strong focus on community engagement and customer satisfaction.
Source: Forbes
Latest Geeky Gadgets Deals
Disclosure: Some of our articles include affiliate links. If you buy something through one of these links, Geeky Gadgets may earn an affiliate commission. Learn about our Disclosure Policy.
