Microsoft CEO Steve Ballmer impressed the crowd during his CES 2011 keynote when he revealed that the company has sold eight-million units of Kinect for Xbox 360. The only problem is that’s not how many units were actually sold.
Welcome to Coffee Talk! Let’s start off the day by discussing whatever is on your (nerd chic) mind. Every morning I’ll kick off a discussion and I’m counting on you to participate in it. If you’re not feelin’ my topic, feel free to start a chat with your fellow readers and see where it takes you. Whether you’re talking about videogames, whether Steve Ballmer is ruining Microsoft, John Morrison upping his game’s physicality, or your favorite Entourage character, Coffee Talk is the place to do it.
Microsoft CEO Steve Ballmer impressed the crowd during his CES 2011 keynote when he revealed that the company has sold eight-million units of Kinect for Xbox 360. The only problem is that’s not how many units were actually sold. Ballmer cited the “sold to retail” number — a term that’s being used more frequently by PR flaks and marketers.
It’s quite clever, though certainly disingenuous. More people know the difference between shipped and sold than ever before. More PR people are using “sold to retail” instead of “shipped” in their press releases. Internet reporters and bloggers are doing less fact checking (and less thinking, for that matter) in their race to get stories up as soon as possible. PR people know this and cleverly mask actual sales figures with sold-to-retail numbers.
Marketers and flaks are playing the press. Sure, some writers will verify whether touted numbers are shipped or sold, but it’s almost always too late. Hundreds of articles with inaccurate claims will have been posted by the time a verification email is received. Millions of readers will have been misinformed by the time a diligent journalist receives confirmation via phone.
I’ve covered games for a long time and have seen PR people manipulate journalists time and time again. The sold-to-retail gimmick is one of the smartest tactics I’ve seen in a long time. As a reader, do you trust the numbers issued by console manufacturers and game publishers? Do you suspect that most bloggers don’t bother to verify figures? Do you think PR people punk the press more often than not? Leave a comment and let me know (please)!