Conference 7.286::digital

    
    How about if Bob Palmer call's the International Olympic Committee
    and the Atlanta Olympic committee and offers to help out IBM with
    the problems with the speed of their processors and scoring results?
    
    ;^)
    
    Sharon

   re: .-1

   My thought exactly.  

   Also, now that we seem to have gotten an ear from above (see "Dear
   Bob...") can we possibly get an explanation as to WHY we don't market or
   advertize, and why this has been a problem for 10+ years?  It's extremely
   frustrating that everyone in the corporation sees that these problems
   exist, and nothing is done about them.

   -- Sam

       What I don't understand is why isn't the AltaVista site being used for
    marketing all of Digital's products.

    Post some price lists along with product info and a field where you can
    enter your geography and get a listing of sales reps who you can call
    for a discount!

    Glenn

    	Two years back or so an ad appeared in the New York Times reading
    pretty much that "reports of our demise are premature", with some
    additions about how verious segments of the business have been growing.
    Perhaps it's time to run this again....
    
    

    
    The "DYMO tape" style ads you discuss probably can't be run again - you
    can't cry wolf.  BEst bet is for us to cut down messages - use real
    proof of how we help customers win and keep chugging.
    
    In the short term - we will be outspent so the focus needs to be fewer
    more impactful messages to the market.
    
    BT
    
    

	That could probably start with not announcing product/services at
	the same time as we announce 7k people to be laid off. We've got
	impecable timing when it comes to that.

							mike

Bill:

> In the short term - we will be outspent...

  Why? Is that out of the control of *EVERYONE* here?

                                         Atlant

    
    The why on spending - in a nutshell, the Advertising expenses of the
    company roll up to the SG&A expense line on the income statement -
    which has been judged to be too high by our management and the
    financial community.  
    
    Bill

    
    Well, then....... I couldn't think of 7000 more deserving people to LET
    GO!
    
    The people without the forsight to understand the IMPORTANCE of
    Marketing!  Why not do away with Parachute programs and re-direct
    that finance into our 'story' we desperately need to tell the world.
    
    Of all the boneheaded decisions, this has got to be one of the biggest.
    
    chet

> The why on spending - in a nutshell, the Advertising expenses of the
> company roll up to the SG&A expense line on the income statement -
> which has been judged to be too high by our management and the
> financial community.  
    
  So once again, we blindly do it "by the numbers". SG&A is too
  high so cut *ALL* the SG&A budgets. That makes sense (NOT!).

  I'm sorry, Bill, but somewhere in the chain of command, this
  becomes a very *LAME* excuse. Maybe we need to adjourn this
  discussion to 4719.*, the "Dear Bob..." note. After all, he
  did collect that $375,000 bonus last year (1% of the money
  that milk campaign cost); maybe we can get some leadership
  for our money.
                                   Atlant

    
    What I would do:
    
    Place a full page ad in the Atlanta Constitution saying:
    
    	"Yo, IBM.....
    
    		Need some help?
    
    			Call 1-188-DIGITAL."
    
    
    

    
    Or,
    
    "We put a bid in for the Atlanta Olympic Games Computer systems...
    It included not only the latest, FASTEST,  state of the art Alpha
    technology, but a COMPLETE line of Services with Guaranteed response
    and commitment to the higest standards that the olympics stand for,
    but were turned down to a 'lower bidder'.
    
    Well, Atlanta, you GOT WHAT YOU PAID FOR!
    
    Digital, Gold Medalists in SPEED, QUALITY, and SERVICES Worldwide

    IBM paid $80 Million to be an "Official Sponsor".  Had DIGITAL wanted
    to pay $90 million I'm sure that ACOG (Atlanta Committee for the Olympic 
    Games) would have been glad to take it.  IBM has also probably spent
    about twice that amount on these games and they are still having
    problems.  I'm not being flip, but does anyone imagine DIGITAL spending
    $200M + on the Olympics?

    Dan

   How much did Digital spend on DECworld ? Back in the days when
   we had the QE-2 and rented out every room in B'ton ? Whatever the
   price, I bet it was worth it. Too bad we didn't have a fraction of
   the restructing charge to pull something like that off again.

    
     Of course, one thing IBM has been somewhat afraid of in the past
     is "exposure" -- that is, when large numbers of the general
     public actually experience how well their systems are working,
     or NOT working.
    
     It was one thing when everything was in a 'glass house' and the
     high priests were the only ones who really knew how well things
     were working, but the potential for 'losing face' when the
     performance of their systems are in a very public viewing area 
     is significant.
    
     I'd guess there is MAJOR pressure being applied to some IBM'ers
     this week to make thinks LOOK better.... :-)
     
     

         Nash Finch of Minneapolis, the third largest publicly traded
   wholesale/retail food distributor in the U.S., is replacing its IBM
   computing infrastructure with a client/server solution from Digital.
         The contract includes an AlphaServer 8400 system, an AlphaServer
   2100A development system, and AlphaStation 250 workstations, which will
   run financial and distribution applications from SAP and Informix
   database/data warehouse applications.  The total value of the contract
   is more than US$6 million.
         Nash Finch had been an IBM customer for 25 years. 

    
    re .17 - Great win! - We are actively reviewing delivered solutions for
    customer references-  if you have some that may not have made it to the
    Integrated Repository - send me mail with details.
    
    bt

    
    I worked with one of our customers who was bidding on the contract
    to create a low-altitude air traffic control system for Atlanta
    for the Games.  Basically something that could track all of the 
    helicopters and blimps and such in the air over the area.

    Customer wanted Digital to supply workstations and a person for 
    the setup, duration and tear-down.

    We couldn't get anyone to commit to loaning them the equipment for
    code porting and use at the Games.  I think they went with Sun.

>   Customer wanted Digital to supply workstations and a person for 
>   the setup, duration and tear-down.

    What was customer willing to pay for this?
    
      John

    
>    The why on spending - in a nutshell, the Advertising expenses of the
>    company roll up to the SG&A expense line on the income statement -
>    which has been judged to be too high by our management and the
>    financial community.  
    
     If we're going to compare margins to other companies to justify laying
     people off then why don't we compare everything, including advertising?
     If marketing isn't a justifiable expense then we better stop trying to
     play in the big leagues. 

     Apparently no one told Apple about this reporting rule. They've hit rock 
     bottom, so what do they do? They start a major ad compaign tieing them 
     into major movies etc... Now I'm not saying it's working for them 
     (bringing in more revenue) but I can tell you it's not hurting their 
     name recognition! They are trying to build back their name in the public 
     eye (at least they got one to build back!) by associating their products 
     with what the public perceives as a winner.

     But Digital's answer to this one is: Well Apple sells PC's to the general 
     public and we don't, we sell to businesses. We place ads in certain tech 
     and corporate magazines.... blah..blah..blah.. Well isn't that the same
     process we had in the old fat high margin DEC days??? If so, doesn't that
     tell you something about our advertising????

     
>         Nash Finch of Minneapolis, the third largest publicly traded
>   wholesale/retail food distributor in the U.S., is replacing its IBM
>   computing infrastructure with a client/server solution from Digital.

    Great job!!  I do not mean to down play this accomplishment in any way
    but we (people not in sales) are spoon fed every major sale and that's
    all we hear about. I'd like to hear a truer picture from out in sales,
    like what about the ones we lost and why??? Outside our customer base
    we must be loosing more then we're winning... If the Alpha is so almighty
    great then something NEW has to be done to make the buyer understand
    why he should buy one.. if Alpha had the AD backing it deserves then
    people would want one wether they need one or not!  If you don't believe
    me then go talk to NIKE, New Car dealers, Intel, Microsoft, etc...
    Did you ever wonder why Intel Advertises so much??? It's not like they
    need to, they already control their market. 

     Well this AD argument is a loosing battle anyway... always was.. always 
     will be. 

     Ted

    OK, you want some losses, well I have a couple that still rankle from a
    previous re-org in Digital;
    
    1. UK University wanted to replaced v. big, old, expensive Sequent with
    a new system to provide file & print & limited dvelopment/compute
    services to the general user population. Important criteria for the
    customer were (duh) price and performance, in that order. Competition
    was Sun, HP and SGI. Everything looked OK in terms of our initial
    response, two days before the decision, SGI discounted their system by
    75%, everyone was flat-footed, SGI got the deal. SGI will make their
    margin on maintenance, services and follow on business. The other major
    factor was that this deal occurred about a month after we'd disbanded
    our dedicated Education sales team.
    
    2. Large engineering company wanted a workflow/document management
    system. We'd already won two other deals elsewhere within the company
    based on Linkworks. Then voila! we announce that Linkworks is not a
    mainstream product (that was the customer take on our announcement, so
    don't bother giving me the internal spin we put on it), deal goes to
    IBM/Groupwise The other major factor was our decision to remove direct
    account management (so, John, we're not important enough for Digital
    anymore). This decision has now been reversed (after a lapse of approx
    18 months).
    
    In general, Digital is vulnerable to a competitor that can drive the
    deal quickly, especially if they discount at the last minute. They can
    out-resource us when it comes to heads/loan equipment and benchmarks. We are
    also vulnerable to FUD, whether it's about our financials, or our
    overall strategies or lack thereof.
    
    In my current customer, we are enjoying a great deal of success, which
    I believe is largely due to the high calibre account team :-). On a
    more serious note, we have managed to preserve continuity on the
    account; my GAM has been with the customer for about five years, so we
    have the relationships that help when we run into serious issues;
    laptop availability is the current nightmare.
    
    The old saw about people buying from people is just as true as ever;
    the technology is important but secondary. 
    	   

>I'd like to hear a truer picture from out in sales,
>    like what about the ones we lost and why??? 
    
    There is a major US automobile manufacturer where the Digital nameplate
    is not permitted on the desktop.  We're allowed in backrooms as
    servers, and on those desktops where a waiver has been granted.  And,
    waivers are only being granted for VMS systems, and only to upgrade VMS
    systems that are already there.
    
    Those Digital Unix systems in place at this customer are being
    threatened due to a 3rd party's failure to port their product to
    Digital Unix.  The failure, as I understand it, is due to a lack of
    support (mainly a lack of hardware) from Digital.
    
    	Stu

    	It's been my understand that, believe it or not, we really DO spend
    a lot on advertising. We're right up there in advertising spending with
    some of our biggest competitors. Unfortunately, it's like a lot of
    things we do: stealth advertising.
    	I'll admit that it's better now than it ever was. However, it's
    still lousy with respect to name recognition. As someone else pointed
    out, people first have to know who the heck we are. Then we can worry
    about trying to sell them something.
    	Now I think that collection of ads which flashed text on the screen
    with loud rock & roll music in the background was supposed to do this.
    This was actually a pretty bold move for Digital when you look at what
    we've done in the past. And some of the magazine and newspaper ads have
    been pretty good. We're just not getting the bang for the buck like our
    competitors.
    	I think the reason behind us not doing an aggressive TV ad campaign
    is our own indecisiveness around our place in the consumer markets. I
    think management has the perception that our current advertising hits
    the people in the commercial arenas that would potentially buy our
    products, and they don't see the value in more widespread name
    recognition or think the cost is justified. I think our sales and
    performance as a company show otherwise, but, hey, what do I know? I'm
    just an engineer.
    	I believe we desperately need better name recognition to be seen as
    viable competition for HP, Apple, IBM, Sun, and a host of others. We
    don't have to spend billions developing an ad campaign. We need a TV
    spot, which we would run A LOT, which simply makes people remember
    Digital's name. It can be something very clever but which has to appeal
    to the masses and not just the computer nerds with TV sets. It can be
    something totally idiotic, like the Mentos candy ads which everyone
    makes fun of...but you remember the name. I've suggested in the past
    that come up with an ad that pokes a little fun at ourselves and our
    image, but lots of things would potentially work. And we don't run the
    ad a few times and then stop for a year when dollars are a little
    tight. We run it and run it and run it until it drives people crazy,
    and then we run it some more. Then we come up with something new, and
    we do it all over again. People keep hearing the name, over and over.
    	Now if our marketing people and/or the ad agencies can't come up
    with something this simple, I'll do it. Just send them to me, and I'll
    dream up some ideas. This really isn't that difficult.

.25 �                     -< Get our name OUT THERE! >-

	Our name *is* out there.  What we stubbornly refuse to accept is
	that our name is DEC.     DEC      DEC     |D|E|C|  

	I firmly believe that to disassociate ourselves with the name that
	has held worldwide respect for 40 years is a marketting blunder 
	bigger than Coca~Cola's descision to stop selling Coca~Cola. 

	Ian.	

	

	-1
		Agree, Agree, Agree!!!
		What were they thinking?!

    
    DEC Classic ???
    /Litchard

    re: .26
    
    Totally agree.
    
    Yesterday, I was talking to a Micron sales person for a PC. When asking
    about support the guy said:
    
    "You get 1 year on site support by DEC".
    
    Thierry

    Some good news on the recent Euro96 football championships, and
    Digital's involvement. 
    
    Posted with the authors permission.
    
    Greg
    
    
           <<< ROCKS::DISK$APPL01:[NOTES$LIBRARY]UK_DIGITAL.NOTE;1 >>>
                       -< Working for Digital in the UK >-
================================================================================
Note 1266.91                Stealth Marketing (cont.)                   91 of 91
CHEFS::HOWARDJONESD                                 160 lines  24-JUL-1996 13:07
                              -< In finally.... >-
--------------------------------------------------------------------------------
    As promised here is the role up of the main coverage for Euro96. It is
    not everything, but it gives a pretty good idea.
    
    David.
    
    EURO'96 FOOTBALL CHAMPIONSHIP				1 OF 3
    RESULTS/ANALYSIS OF MEDIA COVERAGE
    
    HIGHLIGHTS:		These are the key highlights of Digital's media 
                        coverage during	the Euro'96 Football Championship 
                        held in England from June 8-30, 1996:
    
    			o 58 minutes and 2 seconds of TV coverage
    			o 53 minutes and 10 seconds of radio coverage   
    			o Press coverage in:
    			  - 12 International/National business titles
                          - 8 computing press titles
                          - 2 regional titles
                          - 2 business magazines
    
    BACKGROUND:		Digital was an official supplier of computer 
                        systems, networking and services to Euro'96. We 
                        were a core member of the Technology Team which 
                        comprised Digital, Microsoft, BT and Sema Group.
    
    			From a Digital perspective, a cross BU team took 
                        responsibility for the delivery and promotion of 
                        Digital's participation in Euro'96.
    
    			In addition to the anticipated benefits 
                        for customer and partner relationship building, a 
                        focussed programme of PR activity was put in place 
                        to maximise the positive exposure of Digital as a 
                        core IT Supplier to the world's third-largest 
                        sporting event covering:
    
    			- joint PR activity with the Technology team
    			- Digital-specific PR coverage around key features
    			- a Video News Release
    			- a Radio News Release
    
    			Details of the effectiveness of each component of 
                        this PR programme are summarised below.
    
    VIDEO NEWS RELEASE:	A 10-minute video sequence was prepared on the
    (VNR) 		theme of 'The Technology behind Euro'96'. The 
                        completed VNR was actively merchandised to 
                        broadcast stations (terrestrial, satellite and 
                        cable) in 5 major European markets with the 
                        following results:
    
    			o 58 minutes and 2 seconds of television coverage
                        o 22 separate broadcasts on pan-European, national, 
                          regional and cable TV stations
                        o estimated audience of 14,801,000
                        o comparative airtime cost equivalent of 265,073 
                          pounds - actual investment of 21K pounds in 
                          production of the VNR.

    EURO'96 FOOTBALL CHAMPIONSHIP				2 OF 3
    RESULTS/ANALYSIS OF MEDIA COVERAGE
    
    RADIO NEWS RELEASE:	A Radio News Release was put together (well done
    (RNR) 		MCS!) focussing on the Euro'96 Website which was 
                        hosted by Digital on an AlphaServer system. The 
                        completed RNR was syndicated to over 120 national 
                        and independent radio stations throughout the UK 
                        with the following results:
    
    			o 53 minutes and 10 seconds of radio coverage
                        o 29 separate broadcasts on national and regional 
                          radio
                        o estimated audience of 9,352,000
                        o comparative airtime cost equivalent of 31K 
                          pounds - actual investment of 1.5K pounds in the 
                          production of the RNR.
    
    TECHNOLOGY TEAM PR:	As a core member of the Euro'96 Technology Team 
                        Digital contributed to the PR activities undertaken 
                        on behalf of all members of the team with the 
                        following results (those articles marked '*' are 
                        the ones with maximum Digital coverage):
    
    			National/International Business Press Coverage
    			* The Times (Interface supplement) - May 1, 1996
    			  "The Goalposts Have Moved" feature.
    			o Sunday Business (Computer Age) - May 12, 1996
    			  "Sema kicks mainframe into touch for Euro'96"
    			o The Guardian (Supplement) - June 1, 1996
    			  "Left back"
    			* Financial Times (IT Supplement) - June 5, 1996
    			  "Sporting world offers an unrivalled showcase for 
                          technology".
    			  "Scoring with pin-point accuracy".
    			  "Technology team with a very serious goal".
    			o The Times - June 5, 1996
    			  Article on WEBsite
    			o The Guardian (On-line supplement) - June 6, 1996
    			  "Total football from Technology Team".
    			o The Daily Telegraph (supplement) - June 11, 1996
    			  "Whole new ball game for soccer analysis"
    			o Evening Standard (supplement) - June 7, 1996
    			  "10m pounds to spy on opponents".
    			o The Sunday Times - June 23, 1996 
    			  "For the right result"
    			o Wall Street Journal - June 24, 1996
    			  "Sema shows off high-tech to once low-brows of 
                          soccer"

    EURO'96 FOOTBALL CHAMPIONSHIP				3 OF 3
    RESULTS/ANALYSIS OF MEDIA COVERAGE
    
    TECHNOLOGY TEAM PR:	Computing Press Coverage:
    (continued)		o Computer Weekly - May 2, 1996
    			  "Up for the cup".
    			o Client/Server Magazine - May, 1996
    			  "Champions!"
    			* Network Week - May 29, 1996
    			  "Technology team scores on Euro football 
                          championships".
    			* PC Dealer - May 15, 1996
    			  "Sponsors warm up for Euro'96".
    			o Business and Technology - June, 1996
    			  "Goal of the month"
    			* Computing - June 6, 1996
    			  "Here we go".
    			o Computing - June 20, 1996
                          "Sema funds support for Euro'96 revellers"
    			* Computer Weekly - June 27, 1996
    			  "Euro 96 site is a big hit".
    			  	        
    			Regional Newspapers:
    			o Liverpool Daily Post - June 5, 1996
    			  "Euro 96 is to go out on internet".
    			o The Sunday Post (Scotland) - June 30, 1996
    			  "A winning performance"
    
    			Business Magazines:
    			o The Economist - June 22-29, 1996
    			  "Spot the Logo"
    			o Marketing Week - March 29, 1996
    			  Feature on sponsorship
    
                                     >END<    
    
    			  
    			
    

Distribution:
TO:
MARK DURRANT@REO    Alison Martin@WLC   David Townsend@REO  Sue Manston@REO
NICK GOSSHAWK@REO   Richard Pryor-Jones Peter Bernard@GEO   Joy Waelchli@GEO
David Strage@GEO    Susan Goldsworthy@G "serafina espie MS& "david bennett MS&L
FRAN WINTERS@AHP    Press Office
CC:
David Townsend      DAVID HOWARD-JONES@ carlo gilardi@GEO   lars-ole hansen@GEO
GUY TARRING @reo    alan brighty@GEO

    
    

    Hello,
    
    It seems to me that there are numerous Digital People who own stock.
    I do!  If we want change maybe it needs to be in the form of using our
    strength as share holders.  How many shares do you own, I have only 25,
    ( I would have more but with the incresses in expenses on the health 
    plans and the lack of raises for so many years, I can't afford more)
    
    Sometimes a proactive voice is more benefical than the voice of lambs.
    If we stand together, we will gain.  Digital will become a force to be
    reconded with.  We gain in Unity, Teamwork, and Product Name Recognition.
    
    We should be attacking IBM right now they paid for our gains.
    We should be attacking HP when we are told that their salesmen are out
    telling digitals customers that we are going out of buisness.
    We should be attacking Intel, we are not selling many of there systems 
    anyway.
    We should be attacking Sun hey their slow face the music.
    
    Face it we have the best solutions, People, and future.
    We need to have the guts to stand up and be counted.
    
    If I had the proxys you could bet I would stand and shout for what is
    needed.  Maybe we should send out a proxy request to have all our
    share holders call CSC support line to be put on hold. " Sorry CSC but
    you have the most exposure and hey *** I love Ya Man ** I couldnt do My job
    without you and I know it "
    
    I am thinking about going to the next share holders meeting anyway.
    See Ya There.
    
    Jose Melendez
    
    

    Talking of previous advertising; I saw "The Philidelphia Experiment" a
    week or so ago and, blow me, an advert for a Rainbow, coming off the
    TV!!
    
    Anyone remember if that was a real campaign? Was it successful??
    
    		Jon.

    It was a real campaign. It was unsuccessful.

    
    
    	Eeks! Monitor Control Programs! EEEkkss! 
    
    	jim (ex VT-180 Robin owner) :)
    
    p.s. - The word processor was neat.
    
    

    
    FYI,
    
    I just found the espn web page (www.espn.com) picked "tournament bracket" 
    and almost had a heart attack when Digital was the first ad that
    appeared.
    
    Greg