Re: Marketing question about AS/400 name

[Trevor Perry <trevor@xxxxxxxxxx>]

Do you need to communicate to someone who is not listening or keeping up?
Marketing is for awareness, not education...

There are two parts to this issue.
One - what is it called now, and how do I reach people who are being reached
by current IBM 'marketing'?
- In this case, I think you use "i5/OS". "System i" can be used, but it
appears that hardware is going to matter less in the future.
Two - what was it called, and how do I reach the people who still think it
is called that? 
- In this case, you reference the heritage of the hardware and the software,
so you cover all google attempts.

Of course, there is another part to this issue. Just read any System i
forum, and there has been gazillions of mentions of the new names. Yet, the
steadfast remain committed to AS/400 or iSeries. Are these people not
listening or keeping up? What marketing effort will work for them? If you
try to change something, and someone has an opinion "I ain't changing, you
can't make me", should you change your marketing effort for these stalwarts,
or should you market to people who are open to change and willing to listen?
I say the latter!



On 10/4/07 2:20 PM, "Booth Martin" <booth@xxxxxxxxxxxx> wrote:

> But how does one communicate to the casual user that doesn't "keep up"?
>
> This isn't like General Motors coming up with a new model Chevrolet, its
> like GM changing the Chevrolet name plate every couple of years.  A
> Chevrolet dealership is a Chevrolet dealership, and has been for 80
> years.   Its not advertised as the General Motors dealership because it
> isn't.  Its a Chevrolet dealership.  Want a Corvette?  Thats where ya
> go, and everyone knows it.
>
> So how do we keep that same continuity in our sales and marketing?