Conference 7.286::digital

Well, I have seen the LA65 printer as part of complete system packages (with
other companies' CPUs) at both Lechmere and CompUSA. In fact, this weeks CompUSA
flyer has a Compaq system with an LA65. "digital" is dislpayed in large letters
over the printer. I expect that this type of promotion is encouraged by Digital.

Getting name recognition is important. Now, we just have to get our PC's into
the stores.

    I guess what I would like to know is - is this fancy new Ad agency just
    feeding us with new fancy slogans or are they actively doing something?
    
    Simple little things like:
    
    For retail stores that carry our product line, provide suplementary
    script about our products that can be added to store script.   Also 
    provide cooperative ad dollars for local ads.  
    
    Not only does this type of advertising get our name out into local
    markets but it ties us to retail stores where our products can be
    purchased.    This concept is new to Digital although I believe it
    is very important and any Ad agency that has over looked this should
    be dumped.
    

There's an ad in last week's PC WEEK on page 27 for COMPUSA.  It features a
desktop PC and Notebook.  The notebook is a Toshiba 4700.  The desktop is a
Digital Celebris, with the Digital logo on the screen!

    In reference to the "fancy new Ad agency", I have detected in this note
    and others refering to the new ad campaign, the feeling that these ad
    agencies don't know what their doing, that the responders in this notes
    file know more about advertising that Madison Avenue.
    
    I guess my point about "Digital employees" NOT liking the ads is that
    the ads ARE NOT TARGETING YOU.  You are not the customer, the buyer,
    the influencer, the end user (O.K., some own DEC PCs).  Maybe the fact
    that you don't like them is a good sign.
    
    As for Madison Avenue, they get millions of Americans to pay jacked-up
    prices for aspirin, worry about your breath, hair, teeth, nails, legs,
    and just about everything else and get us to pay a small fortune for
    the stuff to make us look, smell and appear better.  Most of the time
    THEY KNOW WHAT THEY ARE DOING.
    
    THE PROOF WILL BE IN THE PUDDING, not whether some DECies disliked the
    ads.
    

    I guess to the extent that the only thing I've heard is "we do what
    ever it takes " doesn't cut it.   Words from an ad agency...   how about
    a program that encourages cooperative ads?    That is all I am asking
    about.   What is it they sell us anyway - an image?   or ad campaigns
    that manage our ad dollars wisely?
    
    
    .4 By the way I am a prospective customer of Digital.   Once available
    I would like to know where (other than the Digital office) I can
    purchase Digital products in the retail environment. 
    
    All I am saying is that our competitors do this - does our Ad agency 
    realize this?    If we are to growing this part of our retail market  
    - business as usual doesn't do the trick!
    
    

    re .5
    
    Perhaps Bob Palmer should make Digital's long-term marketing plan
    available to the entire employee population.  This way, we could see
    what campaigns are planned for the future instead of learning about
    them at the same time our customers do.  Seeing only the present seems
    to be leaving many people questioning what has been done, and what
    hasn't been done (or perhaps, hasn't been done yet).
    
    David                        

    It IS nice to be able to respond at a customer site when the customer
    asks things like:
    
    "What's your new ad campaign supposed to mean...Hell has our number?"
    
    "Heard you just sold (fill in the blank) yesterday, what's that gonna
    mean to us?"
    
    I agree with -.1, I'd like to know what the long-term marketing plan is
    (especially since I don't watch TV) so I can present a better
    appearance to the customer.
    
    								Tex

    "long-term marketing plan" :-)  What an opening ... is this Letterman?
    
    I would guess that Digital employees ARE a target audience of the
    current advert.  I don't know what the agency is going for, but I doubt
    that they care if we "like" them.  If they fire you up to do something,
    then I think they're worth it.
    
    Mark

    I think we are mistaking co-op advertising from channels strategy. 
    Co-op programs follow the channels strategy - not the tail wagging the
    dog.  DDBN is actively engaged on developing a number of product
    promotion campaigns in areas like: terminals, network hardware and
    storage as we speak, above and beyond the Image campaign.  
    
    In some cases, the advertising will drive leads directly to resellers,
    like AVNET.  In terms of more retail co-op advertising, most of the
    work today happens in the Components and Peripherals area as they build
    retail presence in chains like Sears, CompUSA, etc.  As DIGITAL builds
    retail channels, co-op will follow. In the interim, my sense of things
    is that many of the business units will develop ads the ask people to
    call resellers not DIGITAL for further information and sales
    assistance.  DDBN will be actively engaged in sorting through these
    advertising approachs with the Business Units.
    
    

    Re: .6
    
    I don't think it is in our best interest to let everyone know what
    our long-term marketing plans are.  Imagine our competitors' advantage
    just knowing what markets we're planning to go after, and with which
    products.
    
    I agree that the current marketing program should be explained -- I
    thought that was the reason for the DVN.  But letting everyone know
    what we plan for the future is just challenging the competition
    to do us one better before we get to our future.
    
    MHO,
    Diana

Agree with .10.  We're talking about a $13 billion ($13 thousand million for
those in Great Britain) company in a very competitive market.  Our long-term
market strategy is strategic and would be compromised by broadcasting it.

Re: channels ads

I saw an ad in the L.A. Times (The second largest daily circulation in the U.S.,
I can't believe it's not included in the new ad campaign.) yesterday.  It used
the cloud-with-a-silver-lining photo from the "We're planning a comeback" ad
and the same design.  It was a call to action to call the local Avnet Computer
offices to reserve a spot at the local new product announcement event on 
Thursday. (Avnet is distributor.)

An interesting thing about the ad (and possibly a rat hole) is that it
mentioned something about new client and server systems using our "64-bit
Alpha."  Not "Alpha AXP."  Isn't that was a violation of someone's trademark?

Bruce

    re .10, .11
    
    If I understand you correctly, only the top brass should know about
    Digital's long term strategies.  That it is far better to keep employees
    in the dark about Digital's long-range plans than to risk letting the
    competition find out about it.  But what I can't seem to figure out is
    how do employees help to ensure that Digital is able to successfully
    achieve their long-term goals when they don't even know what they are.
    
    Why doesn't it make sense for me, as an employee, to fully understand 
    and embrace the motto "Whatever it Takes" means before we announce it 
    to our customers?  The day before this campaign was announced, the 
    business in my office was still working in its normal mis-managed state.
    Nothing changed the day of the announcement, and nothing has changed 
    since.  Don't tell me "you can't expect to see something change 
    overnight," because we have already told our customers (old and new) 
    that it has.
    
    
    David 
        
    
    

    re. 11
    
    The intent of the November 3rd product announcement is to engage
    partners to the fullest extent possible - including driving prospects
    to joint seminars held by DIGITAL and key resellers.