• From: Larry Bolhuis <lbolhui@xxxxxxx>
  • Date: Sat, 30 Oct 1999 12:23:32 -0400
  • Organization: Arbor Solutions, Inc

> the generic ads are not effective.  like car ads, you need to take the
> selling feature of each product and sell that.  (like you don't see
> generic magic car ads.)

  Have you noticed the Dodge 'Different' campaign of late? They don't show any
vehicles, just Dodge.  That kind of campaign IMHO must run for a limited time to
get people to consider the Brand.  Then follow that up with specific ads for the
individual products.  ie RAM, Durango, etc. 

  Applying this to the tragic box campaign, IBM now is PAST DUE to go specific. 
I like the idea of the budget comparison, or some type of discussion about what
servers are used in a business: CEO 1: "We have more than 30 NT servers running
our business and we have made it to less than 5 downtimes per week with only 10
administration staff!"  CEO 2: "Ours is one of those AS/400's, I've not payed
much attention because it's always running and the guy in charge of it was on
vacation the last two weeks." 

(adds you'll never see)

 - Larry
Larry Bolhuis         | What do You want to Reload today?
Arbor Solutions, Inc  | Don't throw your PC out the window,
(616) 451-2500        |  throw WINDOWS out of your PC.
(616) 451-2571 -fax   | Two rules to success in life:
lbolhui@ibm.net       | 1. Never tell people everything you know.
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