Re: A "hidden" cost

From: Brandi Jasmine <brandi_at_brandijasmine.com>
Date: Wed 23 May 2001 10:51:04 -0500

IAN IPPOLITO <IanIppolito_at_planet-source-code.com> WROTE:

>As a professional computer programmer, I usually am learning
>more than I am submitting to this forum. However when I read the
>statement that Microsoft's marketing compensates for their low
>quality software, I had to comment.

If I may be so bold as to presume to speak for him,
considering the hard time I've given him recently <g>
... I don't think Michael was saying that Microsoft's
marketing somehow "compensates for their low quality
software" - at least not in the mind of the thinking
consumer.

MICHAEL MARTINEZ <Michael_at_xenite.org> WROTE:

>But the marketing behind the shoddy software is superb,
>second-to-none.

TO WHICH IAN IPPOLITO <IanIppolito_at_planet-source-code.com>
REPLIED:

>Again, I have to disagree. Microsoft's marketing is awful.

I happen to think most of their ads are lame, to be honest.
They were nowhere near as clever as IBM's or CDW's (gotta
love poor "Fred the IT Guy"). Remember, ads that people say
they "like", those that please the techies and the
marketing mavens who give out advertising awards aren't
always the ones that perform best where it counts - in
the bottom line (read "Ogilvy on Advertising" some day).

However ... historically they have had stunning success with
their marketing - don't confuse an advertisment or even part
of a compaign with a marketing strategy. There are far more
hidden aspects to a well-run marketing campaign than the
obvious aspects. Media relations, trade show marketing,
these all make a much greater impact than you might imagine.
Microsoft has always responded promptly to my requests for
review products and press releases. With the OS2 people early
on I predicted it would never take off to be a serious
competitor with Windows, despite the love our geeks expressed
for it. Without going into great detail, their attitude towards
the press and the difficulty obtaining applications to go
together with the product doomed it from the start IMNSHO,
despite its arguably superior technical foundation. The Mac
people? As a writer, my opinion is "to heck with them". I
couldn't get those people on the phone. As a writer, I will
cover products whose manufacturers do not go out of their
way to make it harder for me to do my job.

IAN IPPOLITO <IanIppolito_at_planet-source-code.com> CONTINUED:

>evidence, look at the confusion over the new .NET strategy they
>are promoting. If you ask 100 people what it is, you'll get 100
>different answers, because the message from Redmond isn't consistent
>and is all over the place.

That might be intentional. They may be hoping to be all things
to all people. Or they may have another "Bob" on their hands.
They have clearly let go with a bomb or two. Overall though,
love them or hate them, and we all agree the end product is
often kludgy ... you can't argue with their sales figures.

---

Brandi Jasmine
Writer, Digital Photographer, Illustrator
        www.brandijasmine.com
www.astrology.ca - www.twostar.com
      brandi_at_brandijasmine.com



Received on Wed May 23 2001 - 10:51:04 CDT