Nokia gifted tens of thousands of free Lumia devices to developers, bloggers, retail staff and influencers in 2011 according to Marketing Week. That’s going to change. Nokia is going forward with fewer people.


Nokia is selecting 150 “champions” from retail staff at stores such as O2, Carphone Warehouse and Phones 4U who will join an advocacy programme designed to encourage their use of Lumia for the long-term, rather than a gift they use for a short period of time.

As well as handsets, those champions will also receive regular newsletter content and be invited to special events as Nokia looks to generate more advocacy towards its devices over rivals such as Apple and Samsung and promote better customer service around Windows Phone.

By selecting fewer advocates, Marketing Week thinks Nokia is likely to strengthen the bond with the brand.

“It’s all about starting small to generate the right behaviour to promote long-term use and benefit the customer experience,” said Emma Gilmartin, Nokia head of portfolio and customer marketing for UK and Ireland. “Once we get it right we can scale up.”

If you’re curious about Lumia devices but don’t want to spend any money right now, you might want to know about Nokia’s trial program. You can test one out for a couple of weeks and they’ll even pay for the shipping fees. Sign up over here.

Image: Alan O’Rourke



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