Re: WHAT IS THE BEST WAY TO BRING NEW CUSTOMERS TO THE ISERIES

Can't beat Hockey Night in Canada on channel 9.

On Wed, 5 Nov 2003 12:27:48 -0800 (PST), "G Armour"
<garmour400m@xxxxxxxxx> said:
> --- Hans Boldt <boldt@xxxxxxxxxx> wrote:
> > I think we just have to disagree on the effectiveness of advertising. 
> > This may be a facet of some basic cultural differences across the 49th 
> > parallel: I can't find a reference on-line, but I read some blurb a few 
> > months ago about an opinion survey taken of Canadians and Americans. It 
> > turns out that more than half of Americans surveyed believed that if a 
> > product is advertised more it must be better. Fewer than 30% of 
> > Canadians agreed with that.
> 
> Not hard to believe, Hans.  I've seen Canadian television (Windsor Ch.
> 9).
>  Excepting the beer ads, there's just no match for the type of
>  advertising
> I see on my side of Ponds Huron and Ontario. <g>
> 
> > Sure, advertising is important. But where do you place the ads, and what
> > exactly are you trying to sell? The latter question gets back to the 
> > basic issue that Unix customers buy boxes and iSeries customers buy 
> > applications. That, in a nutshell, is why you have two different brands 
> > (iSeries and pSeries) even though under the covers the hardware is 
> > practically identical. And so two different advertising strategies.
> 
> I side with (I think) Booth on this one.  Advertising iSeries wouldn't so
> much sell the box as much as create a presence in the mind of executives
> who are presented with options: "Hmmm, package runs on Microsoft, uh-huh,
> package runs on Linux, uh-huh, package runs on iSeries, HUH?
> <thought-bubble: Never heard of it, discard from further consideration>". 
> Simplistic, perhaps, but not unthinkable, IMO.
> 
> Of course, it all comes down to rationing out the ad budget.  Assumming
> we
> (meaning IBM and the iSeries user community) have the same goals for
> iSeries, I would hope IBM's marketing wonks would know what they're
> doing.
>  Seriously, I have doubts on both counts.  I.e., I'm not sure we share
>  the
> same goals for iSeries and, if we do, I don't think IBM marketing knows
> how to.  IMO.
> 
> GA
> 
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