Re: iSeries Television Ad

[John Myers <psumba@xxxxxxxxx>]

Ryan,

Until IBM starts to apply the fundimental marketing principal of
"product differentiation", iSeries ads will be a total waste of money.
 I saw the ad, and thought that it was a waste of money ... with
respect to selling iSeries ... it did boost the eServer image, though.

I'm sure that you are aware of the many ways that the iSeries is
differentiated from other server families.  Other than "user group
pieces" like "It Exists" (not a TV ad), I don't think that IBM has
EVER differentiated the iSeries from the other server families in any
ads since it was called a System/38!  They did run 2 print ads in
ComputerWorld in 1985 or so that attenpted to do this!  Nothing since!

Until this differentiation is explained in marketing messages, they
will be "grey" and will only resonate with the "true believers" ...
who are eager for "any ad" to validate their belief in the platform. 
Without this differentiation, those who do not know the iSeries will
not understand why they should learn more about it ... or why they
should consider buying one.

I could write a book on this, but I'm not sure how interested you or
the other members on the list are in hearing my opinions ... please
contact me off list or call me at (201) 327-1780 x131 if you would
like to discuss this in more detail.

John Myers
Strategic Business Systems, Inc.
17 S. Franklin Turnpike, Ramsey, NJ 07446  USA
E-mail: jmyers@xxxxxxxxxx   Phone: +1 (201) 327-1780 x131
Web:    http://www.sbsusa.com      Fax:   +1 (201) 934-5684

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On Mon, 24 Jan 2005 16:43:03 -0600, Ryan Rhodes <rhodesr@xxxxxxxxxx> wrote:
> Hey all. I write the ENDPGM articles for eServer Magazine, and for the
> April issue I'm looking into the iSeries television ad campaign that has
> been running recently, most notably during the Jets/Steelers playoff game.
> I'm wondering if any of you have seen the ad, and what some of you think of
> the one ad specifically, but also about iSeries television ads in general
> (finally!). If I could speak to a couple of you, or just via e-mail
> correspondence, that would be great.
> 
> Ryan Rhodes
> IBM eServer Magazine News Editor
> Rochester, MN
> Notes: Ryan Rhodes/Rochester/Contr/IBM@IBMUS
> E-Mail: rhodesr@xxxxxxxxxx
> External line: (507) 286-6784 Tie Line: 456-6784