Adweek spoke to Nokiaâ€™s North America marketing Valerie Buckingham about the companies planned great American comeback.
We posted recently about consumer scepticism in US about Nokia and it seems Buckingham was aware of the challenge.
Buckingham acknowledged that the Nokia brand has been under-the-radar for most North American consumers. â€œYou need to realistic when you talk to someone you havenâ€™t seen in five years,â€ Buckingham said.
Buckingham said Nokia is â€œinitiallyâ€ focused on promoting the Windows Phone ecosystem.
â€œWeâ€™re as focused right now on building out the ecosystem for Windows Phone because we believe if we can lift the tide, itâ€™s going to lift all boats,â€ she said, adding that research has shown consumers are more focused on the integrated device as opposed to specific hardware or software offerings.
The company identified Millennials, people born in the 80â€™s and 90â€™s, as a key customer segment because of the demographicâ€™s heavy base of influencers.
â€œIf we go out in our communicationâ€¦with ideas of who people are that arenâ€™t actually accurate, [then] in our world todayâ€¦itâ€™s immediately apparent when youâ€™re checked out and when youâ€™re clueless,â€ she said.
Chris Weber, head of Nokia USA has promised a promotional push for Nokia Windows Phones called â€œRolling Thunderâ€ which will see the company ramp up its marketing and promotion efforts "to reintroduce the Nokia brand to consumers in the U.S" in a "new, fresh and energized way."
Read more at Adweek here.