RE: [Interlug] Re: iSeries marketing request at Common Lug Luncheon (fwd)

<Rats, I thought I had sent this to ***The Non-Tech List*** since it's NOT a
tech issue.  I hope replies (if any) will go to ***The Non-Tech List***,
please.>


This is a succinct summary of my as-yet unwritten part 3 of yesterdays
posts:



Close... but no cigar...:

WSJ - one-time 1 page ad = $162K
WSJ - one-time 1/4 page ad = $40K

OK, forget the heartland and just hit the regional issues...:

WSJ, East - one-time 1 page ad = $61K
WSJ, West - one-time 1 page ad = $40K

WSJ, West - one-time 1/4 page ad = $10K
WSJ, East - one-time 1/4 page ad = $15K



Where are ya gonna get that kind of scratch...?  If you got it, how much is
one ad gonna impact...?  We covered these points in the first 2 weeks of the
AAG.

Gannett, last I heard, was a large 400 shop.  While not the best target
audience, they may cut a discount to the iNation.  Couldn't find the rates
quick enough.  When I check year ago August, (IIRC, and I probably
don't...;-) will probably be more than WSJ, because you're reaching 10M vs.
2M folks.  Is Gannett an iCitizen...?


One possibility, out of many:  david collected about $2 per head in recent
list-a-thon.  Double membership of iNation to 60,000 and either a) plead for
money or b) place a head tax.  Hope for approx $120,000.  (That $120K, BTW,
could do a lot of good in the Community, besides an ad.)


But let's say you wanna blow the whole wad on some ads.  You announce your
intentions, and hope the BPs, VARs, and ISVs jump on the bandwagon.  Now it
becomes a real possibility.



< I forgot I had this in my drafts...  Sheesh...  To pick up on this
theory...: >


I couldn't find pricing in USA Today.  But I think the best marketing would
be to have iCitizens try to produce these ads with the bare minimum of
production costs.  The best approach, IMV, depends if you can get enough
money to get a long-term contract (and you'll also get a discount).

IMV, the best approach is a quarter-page ad, once a week, ON THE SAME DAY OF
THE WEEK, IN THE SAME LOCATION OF THE PAPER, WITH A DIFFERENT AD EACH WEEK.

People ignore ads they see twice.  It's become part of human instinct.
Human instinct is to protect itself against an onslaught of meaningless info
(and ads, these days, are about as meaningless as they come.. as has been
noted in recent posts).  People will protect themselves, against constantly
being bludgeoned with ads.  So the ad industry devises new ways to bludgeon
customers...

So if you make up a different ad, with a common theme, you will keep
people's attention and get the theme across better.  John Carr has already
posted (maybe 6 months ago) an excellent theme:  on all the different kinds
of businesses that run iSeries.  I think he mentioned Deere, Cat, Harley...
Interesting mix of companies.  Easy to come up with catchy pictures and
simple catch phrases.  John's already posted this.

And the thing is:  if each ad has an * and a footnote at bottom "Produced by
iNation Citizens, paid for (in part?) by iNation Citizens, for the benefit
of all businesses" YOU HAVE CREATED A NEWS STORY.  If organized properly,
you will eventually have reporters calling for news on this ***bizarre
happening***.

===> Customer's MAKING and PAYING FOR ads...!  That's sort-of like the
ultimate "man bites dog" story...

But you'd want to be subtle, and that requires multiple ads.  Try to sell
the story --> probably won't work...  Let the reporters come to you -->
story sells itself...  The key to this kind of PR is giving reporters A-1
access to story leads.  Once that happens, the ad budget can be reduced.
But you have to be prepared to be in it, for as long as it takes.  You can't
count on things to just fall into place, the way the Taliban just fell on
the *sses...  Doesn't always happen that way...

Could it be done...?  Just takes money, passion, and focus...  Would it
work?  I'm SURE not gonna claim "can't miss" because everyone's heard that
one...  Heard it for a whole host of things that never quite delivered on
their promise.  But I can categorically state:  there's only one way to find
out.  Do at least one ad, post a website, and watch for results.  React to
the results...

JMNSHO.

jt

> -----Original Message-----
> From: midrange-l-admin@midrange.com
> [mailto:midrange-l-admin@midrange.com]On Behalf Of Leif Svalgaard
> Sent: Monday, November 12, 2001 6:39 PM
> To: midrange-l@midrange.com
> Subject: Re: [Interlug] Re: iSeries marketing request at Common Lug
> Luncheon (fwd)
> Importance: High
>
>
> need to be in the WSJ.
>
> ----- Original Message -----
> From: Glenn Ericson <Glenn-Ericson@att.net>
> To: <interlug@midrange.com>; <interlug@midrange.com>;
> <MIDRANGE-L@midrange.com>
> Sent: Monday, November 12, 2001 5:10 PM
> Subject: RE: [Interlug] Re: iSeries marketing request at Common
> Lug Luncheon
> (fwd)
>
>
> > --
> > [ Picked text/plain from multipart/alternative ]
> > Will this one from Information Week dated to day  Help?
> > ********************************************
> > Save up to 38%.
> > Consolidate multiple Microsoft(R) Exchange servers into a smarter,
> > less expensive alternative: The reliable, scalable IBM iSeries(TM)
> > server running Lotus(R) Domino(TM) can support thousands of Outlook
> > users. Learn more at a free e-briefing with an iSeries for Outlook
> > expert: to register call 800-426-7777, priority code 6N1DS050; or visit
> > http://update.informationweek.com/cgi-bin4/flo?y=eE2q0BceyY04e0Zue0Au
> > ********************************************
> >
> >
> > Gerald Kern wrote:
> > >Yeah - what he (EMG) said...
> > >
> > >Once again IBM'rs, I repeat, unless the marketing is visible,
> nothing will
> > >change. We need to see iSeries ads every Monday morning in the WSJ, and
> > >every week in Computerworld. It's that simple. We don't need
> to follow the
> > >iSeries Nation website - we're already believers, and the
> public doesn't
> > >even know that website exists so unless you lead them to become
> inquisitive
> > >you are again, as stated, preaching to the choir and ignoring
> your target
> > >audience.
> > >
> > >Regards, Jerry Kern
> > >
> > >-----Original Message-----
> > >From: interlug-admin@midrange.com
> [mailto:interlug-admin@midrange.com]On
> > >Behalf Of EMG Associates
> > >Sent: Sunday, November 11, 2001 9:17 PM
> > >To: interlug@midrange.com
> > >Subject: Re: [Interlug] Re: iSeries marketing request at Common Lug
> > >Luncheon (fwd)
> > >
> > >
> > >     For some time, I have been following the discussion
> thread regarding
> > >LUG's, Common, the iSeries and the iSeries Nation.  I feel the need to
> jump
> > >in from the sidelines.
> > >
> > >     I have been involved with IBM computers for more years than I can
> count.
> > >I used S/32, S/34, S/38 and AS/400's for years.  The product
> line changed,
> > >my skill set changed along with the entire computer industry.
> However, in
> > >all that time I never doubted my ability to earn a living in the IBM
> > >midrange arena.
> > >
> > >     That is not the current case.
> > >
> > >     At the present time, I help clients identify software
> solutions that
> > >usually are replacing existing legacy systems.    Clients are migrating
> from
> > >their AS/400s.  Clients and potential clients won't even discuss the
> > >iSeries.  We have all heard the stories about the perception that the
> > >iSeries has.  Let me tell you,   It's true.  I can present 3 -
> 4 potential
> > >application software solutions to a client.  In the last two
> years, I have
> > >been able to get only 1client to consider the AS/400 platform. In that
> case
> > >it was an upgrade from JDE World to One World.  The preferred
> option has
> > >generally been to identify an application that runs on Oracle,
> in either
> an
> > >NT or Sun environment.
> > >
> > >     The people I deal with are not the cutting edge, hot-shot
> programmers.
> > >I deal with non technical corporate management and business line
> management.
> > >These non-technical executives read the Wall Street Journal
> ads. They read
> > >about scalability from the PC level to the large server.  It
> is Sun that
> > >they are reading about, not IBM.
> > >
> > >     Is there anything out there that is going for us, that
> gives me hope?
> > >NO
> > >
> > >     It surely is not the iSeries Nation.  In polite terms, it is
> preaching
> > >to the choir.
> > >
> > >     Do we have aggressive hard hitting IBM marketing of the operating
> system
> > >we all know and love?
> > >     Do we have case studies, in major non-technical
> advertisements that
> show
> > >the iSeries strengths in comparison to other product lines?
> > >     The answers are NO. Not now and probably never in the future.
> > >
> > >     I always fall back to a simple question.  Why?  If I saw
> a bureaucrat
> > >marketing like IBM, I would ask if it was incompetence or
> stupidity that
> was
> > >being displayed.  I then would ponder which would be worse.
> > >
> > >     I have too much respect for IBM to think that either of
> these answers
> > >fit.  Maybe the answer is that IBM is achieving the results it
> desires and
> > >anticipates.  This conclusion may be hard for some of us to accept.
> > >However, if you start from the premise that IBM is first and foremost a
> > >profit making business this premise is easily accepted.  In the last
> decade,
> > >even with its ups and downs, IBM has survived and grown.
> > >
> > >     Need more be said.
> > >
> > >
> > >Mark Grimley
> > >Board Member WAM
> > >
> > >
> > >
> > >
> > >
> > >  Date: Wed, 7 Nov 2001 09:03:18 -0600
> > > > From: Anne Lucas <alucas@us.ibm.com>
> > > > Reply-To: interlug@midrange.com
> > > > To: Gerald Kern <gkern@buckeye-express.com>, interlug@midrange.com
> > > > Subject: [Interlug] Re: iSeries marketing request at Common Lug
> Luncheon
> > > >
> > > > Jerry, thanks for your note..... the one thing I really
> love about this
> > > > community is this great passion for the AS/400 and iSeries!  I
> understand
> > > > we're the only product line in the industry with this type
> of customer
> > > > passion..... hmmmmm.    Keep an eye on our iSeries Nation
> site .. .it's
> > > > changing daily!
> > > >                http://www-1.ibm.com/servers/eserver/iseries
> > > >
> > > > Here are some of the things we've done from May through
> September about
> > > > iSeries marketing and advertising.... note that marketing
> is not just
> > > > advertising.
> > > >    radio ads jointly done with Websphere ran in Atlanta, Dallas and
> > >Chicago
> > > >    stepped up press beyond midrange community
> > > >    participation in trade shows that we have not participated in
> before,
> > > >    i.e., Linuxworld
> > > >    exec speakers at ISV conferences (JDE, SSA, Infinium,
> NEWS/400, The
> 400
> > > >    Group)
> > > >    electronic campaign designer tool provided to bus
> partners for their
> > > >    campaigns
> > > >    exchange your exchange ad - in placed this week  (you
> can download
> the
> > > >    ad from
> > > >
> >
> >http://www-1.ibm.com/servers/eserver/iseries/domino/inotes/access10.html
> > > >    eServer "Heist" commercial - aired during US Open, World Series
> > > >    local user groups exec speakers (NorthEast, Toronto,
> Nashville, Long
> > > >    Island)
> > > >    IT and WallStreet analyst briefings leading to great reports from
> IDC,
> > > >    Gartner, Robert Francsis
> > > >    new case studies published  --- approx 8 new ones in August alone
> > > >    have diseminated thousands of copies to "I can do it" to
> non-customers,
> > > >    large systems integrators and current customers
> > > >    announcement education, lunch and learns, customer
> ebriefings by the
> > > >    "bunches"
> > > >
> > > > See this url for iSeries press links:   iSeries Press home:
> > > > http://www-1.ibm.com/servers/eserver/iseries/news/
> > > >
> > > > BTW,  two guys who are doing a wonderful job writing
> letters to those
> who
> > > > write for major magazines .... this is so effective coming from the
> > > > customer directly to the non-iSeries magazines....  these guys write
> and
> > > > ask why they didn't mention iSeries and then proceed to explain what
> they
> > > > missed in the article.  The results are articles coming out in
> > > > InformationWeek and ComputerWorld in the next month or two
> .....  The
> > > > magazine writers don't listen to IBM, because we're not
> objective .....
> > > > they will listen to you .... <grin>.... they don't realize
> you aren't
> > > > objective, either!
> > > >
> > > > Regarding the commercial comment,  our research and customer input
> tells
> > >us
> > > > that customers think IBM is stuffy.   These are image
> commercials ----
> > > > Jerry, it is about changing IBM's image.    The image is;   thought
> > > > leadership for all aspects of IT and ease of doing business with.
> > > >
> > > > I know this doesn't answer all the questions ... but hopefully it
> helps.
> > > > Thanks!
> > > >
> > > > ***********
> > > > Have a great day!
> > > > The difference between mediocrity and greatness is a vision.
> > > >
> > > > Anne C. Lucas,
> > > > Project Executive, IBM eServer Mid-Market Servers Marketing
> > > > 205/823-4831  T/L 537-9968,
> > > > eFax:  603-687-8053,800/223-3907 Pager
> > > >
> > > > Admin Assist:   Alice Sebastiano Telephone:  (914)
> 642-4109, tie line
> > > > 224-4109 Fax:  (914) 642-6976, tie line 224-6976
> > > >
> > > >
> > > >
> > > >
> > > >                     "Gerald Kern"
> > > >                     <gkern@buckeye-ex       To:     Anne
> > >Lucas/Birmingham/IBM@IBMUS
> > > >                     press.com>              cc:
> > > >                                             Subject:     iSeries
> marketing
> > >request at Common Lug Luncheon
> > > >                     11/06/2001 07:44
> > > >                     AM
> > > >
> > > >
> > > >
> > > >
> > > >
> > > > Anne,
> > > >
> > > > Attached you will find the amended text of the emails from
> the former
> > > > president of NWOMUG (NorthWest Ohio Midrange Users Group)
> regarding the
> > > > decision by her company to abandon the iSeries platform for
> Unix. You
> had
> > > > asked me to forward them to you along with her contact information.
> This
> > > > was
> > > > as we were both leaving the luncheon.
> > > >
> > > > Also during the Lug Luncheon in Minneapolis, you were soliciting for
> ideas
> > > > on how IBM can better market the iSeries. Forgive me if comments in
> this
> > > > email this sound a bit blunt, or rambling, but rest assured I
> understand
> > > > you
> > > > are only one person at IBM, and my comments are not directed towards
> you
> > > > but
> > > > towards the people responsible for marketing (and the lack of it).
> > > >
> > > > First off, at each LUG Luncheon I've attended over the last three
> years,
> > > > you
> > > > repeat the request for ideas of how to market this system. If IBM
> doesn't
> > > > believe in the system (evidenced by the lack of marketing)
> how can you
> > > > expect your customers to believe in it? That is why
> customers abandon
> the
> > > > platform. If IBM won't "sell" it, why then would anyone
> want to buy it?
> > > >
> > > > I'd like to re-iterate the point I made at the luncheon, that in New
> > > > Orleans
> > > > last spring Buell Duncan said that we could expect to see a major
> > >marketing
> > > > campaign for iSeries. As I said at the luncheon, I saw one ad in
> > > > Computerworld, and nothing else. In this light IBM's
> marketing efforts
> > > > haven't changed at all and as I'm sure you've heard at Common in the
> past,
> > > > the slogan, "It's The Marketing". Hopefully you can start a
> > >'squeaky-wheel'
> > > > syndrome.
> > > >
> > > > Another point I'd like to submit regarding IBM's marketing strategy,
> those
> > > > 'blue bar' TV commercials to me are blatantly arrogant. To
> me they make
> > > > your
> > > > customers look like a bunch of idiots. It seems that the marketing
> > >strategy
> > > > is to show a group of corporate people gathered together who point
> fingers
> > > > and/or don't have a clue about what their needs are. And then IBM
> tells
> > >us
> > > > "We Are So Ready for IBM". Why would we want IBM, if we
> don't know what
> we
> > > > want? Using that logic tells your customers to blindly follow IBM's
> lead -
> > > > why should I be that loyal when IBM isn't even loyal to
> iSeries? I feel
> > > > this
> > > > sounds like a vague description, but please, IBM needs to focus on
> reality
> > > > and not that 'vision thing'. I know IBM can solve problems, but you
> need
> > >to
> > > > sell the steak and not the sizzle. Codernauts? Please - those are
> cheesier
> > > > than Velveeta..... I don't understand for the life of me
> how a company
> > >with
> > > > so much talent can use sitcom mentality when so much is at stake.
> > > >
> > > > Now the commercial I'd like to see, in 30 seconds, would be
> one where
> the
> > > > situation revolves around a system administrator going to
> the CFO (of a
> > > > multinational Fortune 100) on Monday morning to explain that a hard
> drive
> > > > crashed on the server over the weekend. The CFO looks terrified and
> asks
> > > > how
> > > > long it will take to get the system back up, and whether
> any data was
> > >lost.
> > > > The system administrator says "Relax, we're already up."
> The CFO says
> "How
> > > > can that be?" The system administrator replies "We use
> iSeries, and the
> > > > drives were mirrored, and the system called and reported
> the problem to
> > >IBM
> > > > and they were here to replace the drive on Saturday. IBM
> replaced the
> > >drive
> > > > and we didn't even need to re-boot." Then during the fade, a voice
> says,
> > > > for
> > > > more info on the only system that has never had a virus,
> has never been
> > > > hacked, has the scalability of a supercomputer (starting at around
> $10K),
> > > > can do web serving, supports java, support Notes, Domino &
> Linux, runs
> NT
> > > > natively, supports real programming languages like SQL,
> Cobol, RPG, C
> and
> > > > has the best database bar none, along with the lowest Overall Total
> Cost
> > >of
> > > > Ownership,AND a bunch of users more loyal than Apple users,
> that can be
> > > > backed up with one command to one tape... call 1-800-IBM-SERV (or
> whatever
> > > > the number of the day is). Also, it wouldn't hurt to
> mention that 90+%?
> of
> > > > Fortune 500 companies use iSeries.
> > > >
> > > > Finally, on a personal note, last Christmas I was laid off as a
> consultant
> > > > for a local IBM business partner. It took me three months to find a
> > > > position
> > > > (for which I was overqualified and underpaid) on the
> iSeries platform.
> > > > Fortunately, I've since found a better position, but am
> again hearing
> > > > rumblings of the possibility that the platform will be
> dumped for, yes,
> an
> > > > non IBM platform. My company, has no real techies at the
> top, (I work
> for
> > >a
> > > > medical facility), and all the decision makers hear is what
> they hear
> on
> > > > the
> > > > golf course (and they discuss what the ad's say during the Sunday
> morning
> > > > news and weekend sports shows - especially the golf
> tournaments - they
> all
> > > > watch golf - hint - hint - this is where the above
> commercial should be
> > > > aired, not just once but ad nauseum). They don't know what
> an iSeries
> is
> > > > and
> > > > only know that the AS/400 is old technology - why? Because it's not
> > > > marketed - and without marketing there is no visibility.
> After all, if
> it
> > > > was new technology, IBM would surely market it. (That's
> what those who
> > > > don't
> > > > know anything about iSeries or computers in general tend to think.)
> > > >
> > > > If IBM won't start marketing specific platforms to the public in
> general
> > >to
> > > > get the word out that the iSeries does web serving, does
> support java,
> > >does
> > > > support NT, does GUI and Visual Basic, and can be backed up with one
> > > > command
> > > > to one tape, there will be no future for iSeries. It's really that
> simple,
> > > > advertising sells, and if you don't believe that just look
> at what it's
> > > > done
> > > > for Microsoft. Their (MS) products are junk compared to
> iSeries. But if
> > >IBM
> > > > can't see that, it proves my point. If IBM won't even sell its best
> > >product
> > > > then you need to stop asking the user group for ideas on
> how to market
> the
> > > > product. You can tell your boss I said so.
> > > >
> > > > Regards, Jerry Kern
> > > > IBM Certified AS/400 RPG Developer,
> > > > 15+ year veteran of the industry,
> > > > Past President & Current Director of NWOMUG.
> > > >
> > > > gkern@buckeye-express.com
> > > >
> > > > (See attached file: Nwomug Email.txt)
> > > >
> > >
> > >_______________________________________________
> > >This is the  (Interlug) mailing list
> > >To post a message email: Interlug@midrange.com
> > >To subscribe, unsubscribe, or change list options,
> > >visit: http://lists.midrange.com/cgi-bin/listinfo/interlug
> > >or email: Interlug-request@midrange.com
> > >Before posting, please take a moment to review the archives
> > >at http://archive.midrange.com/interlug.
> > >
> > >
> > >_______________________________________________
> > >This is the  (Interlug) mailing list
> > >To post a message email: Interlug@midrange.com
> > >To subscribe, unsubscribe, or change list options,
> > >visit: http://lists.midrange.com/cgi-bin/listinfo/interlug
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> > >Before posting, please take a moment to review the archives
> > >at http://archive.midrange.com/interlug.
> >
> >
> >
> > Glenn Ericson
> > Ph. (718)898-9805
> > <mailto:Glenn-Ericson@att.net>mailto:Glenn-Ericson@att.net
> > --
_______________________________________________
<originally posted on:>
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