Conference ilbbak::us_sales_service

    
    GREAT Ideas!!!!
    
    Send them in to DELTA!
    

    Outstanding!!!!!! new commercial scenairo for DIGITAL. Please send
    it to DELTA, forward a copy to Ken himself, also send a copy to B.J.
    Bill Johnson. 
    
    Dave
    

    
    brainstorming;
    
    Digital is the computer provider of ;
    
    28 NFL Teams -- high visibility with known people ,
    Montana,Kelly,Coaches,.....
    
    xx NBA Teams  ---
    
    Systems are supporting STATS Inc. which is the major leagues bball
    statistics provider.
    
    Dell computer uses Digital to run its company
    Lotus "					"
    Kodak
    Microsoft "					"
    XeroX  "					"
    
    � Customer reference interviews work 20x better than sales talk..
    
    
   � Use the name Digital as a "PUN " that will stick with us...
     EX: KLEENEX, BIC, COKE
    
    � Hire some NAME people to do our ads.
    
    Thats all for now
    								K.M.H.
    
    

    I'd be a little careful with item .3 because some of our early VAX
    machines DO NOT run the latest versions of VMS.
    
    I dunno...it still seems inward looking/incestual to me.  Our customers
    are looking for commodity prices and solutions to THEIR problems.
    Too many of them already have a snoutful of us talking about OUR
    solutions.
    
    Actually (with tongue slightly in cheek) the only real solution is to
    move the whole operation out of New England.

    Yes, there are exceptions. the 11/782, 11/725, MVI & VSI are the
    exceptions. However, did you catch the COMPUTERWORLD article in which
    IBM is now stating that they will only support the latest version of
    the MVS & DOS operating systems? Ouch! We have a few exceptions, but
    the general rule is we are the best at it. An 11/782 can be made into 2
    11/780s. 
    
    I agree that some of my ideas are parochial. But if we can create
    solutions which stand the test of time, we must be doing something
    right.

    I would like to continue this discussion in the DIGITAL way of working
    notes file, not 1847. 

           <<< Note 101.0 by KYOA::KOCH "It never hurts to ask..." >>>
                  -< What should our commercials really be? >-

    3. Next, we should show how we started with the VAX-11/780, how big it
    was and how we have progressed. We should show how we built an
    architecture and system that runs more operating systems that we
    originally built for it. Finally, we should show our dedication to
    investment protection by telling them how the original 780 still runs
    the most current version of the operating system. Maybe we can find one
    of the original prototypes and show it running V5.5 of VMS (and
    Ultrix).
    
>>>>I believe node APOLLO:: is still running in SHR1 and has a serial 
number of PROTO1(?) or similar.....I put up VMS 4.1 on it a few years back, 
it ran just fine!!

    	Vic

Based on the fact that the degree of impact a commercial has on the mind of Joe
Buyer, as in "what do I remember about that commercial?", has an major effect
on whether or not Joe Buyer will consider buying that particular product. Add 
the fact we DO have excellent technology, (perhaps the BEST?) including the 
worlds fastest processor, (and WHO knows that besides us, and those who use the
Guiness Book of World Records as a media for Trivial Pursuit, and a few choice 
technical people?) AND some of the best networking capabilities in the market, 
here's what I'd like to see on some Digital TV commercials:

Scene: New England Dragway (or some other, perhaps more well known racing track)

The "staging tree" is center screen. The sound of nitro-burning funny-cars get
louder. As the "cars" approach the tree, you see they are not cars, but PC boxes
with wheels. On the left, on the side of box A, you can see 486/33, or 66, and 
on the box on the right, you can see "ALPHA-150" (insert your fastest chip speed
IF we are currently producing AND delivering this unit). 

The "cars" are staged, the lights are in action. The green light lights, and
the "cars" are off down the track. (multiple camera angles are used to show
the ALPHA "car" out-distancing the competitor) The ALPHA wins, by a wide
margin over the slower box. (perhaps as the ALPHA "get's the light" the 
other box is 1/4-1/2 of the way down the track.) 

(If we currently provide computers to those who work out the aerodynamics, and
other factors of "Drag-racing",  then screen then shows engineers using our 
systems to provide technical information of solving the related formulas, and
design theories. (If we currently "sponsor" a funny-car, or dragster, we can 
show our logo on it, and if not, perhaps we should?)) 

While the above described scenerio is showing, voice over says something like:

"When you're looking for speed in your computing needs. speed that "blows the
doors off the competition" (timed with the win over the slower box), whether
it be in automotive; (switch to screen "crunching" numbers),  in banking; 
(switch to screen solving mathematical formulas),  in critical and accurate
data needed for high-technical equations, (switch to PC on desk, opening an 
application such as Word, Excel, AutoCAD, or ? (at lightning speed) or other 
"agreeing" company providing software for a "demo" on OUR commercial, or use 
our own, well known application (do we have any?)) in opening your office 
application to do your job faster, (switch to screen showing "Your message has
been sent") or in sending electronic correspondence or information to nearly 
anywhere in the world in seconds, look to Digital for your computing needs." 

(show PC, or workstation with highly visable ALPHA/AXP brand, perhaps on screen)

The company with the fastest CPU (or chip, processor, or PC) in the world. 

(screen switches to Digital logo, with 1-800-DIGITAL underneath) END

Bob

(This would be most impressive if we actually DO support this style of race
engineering technology, and can use from actual real-life situations, possible
scenerios to add the to the "realism" of the idea)

Scene: Indy style cars lined up at the starting line, engines revving at high
RPM, focus in on "our" car, somewhere in the midst of the pack.

Quick fade to engineers gathered around our computer, using our ultra-fast
technology to determine designs for the most aerodynamically designed car.
Conversation would be appropriate for scene.

Switch to the "green flag", signifying the start of the race. Sky view zooms
in on "our" car as it moves up to be a contender.

Fade to engineeers again, this time using our computer to compute tire wear, 
and fuel consumption. Conversation would again be appropriate for scene.

Switch back to car in pits, changing tires, getting fuel, getting back in the
race, and taking the lead.

Fade to finish line, watching same engineers as shown earlier, cheering as
"the" car gets the checkered flag.

Switch back to same computer on desk in empty office, with view of screen.
and/or voice-over, stating:

"Providing the solutions that put you on the winning team, with the fastest
computing capabilities in the industry."

Fade to Digital logo - 1-800-DIGITAL (or, when we actually do it, the names of 
stores where one can SEE our products from a hands-on, compare_to_the_others
situation.)

Bob

This one should get the secretary nagging the boss for OUR computers. ;-)

Scenerio: The office worker under pressure.

Mr. Johnson gets off phone, looking worried and stressed. Grabs large pile of 
folders from desk, and rushes out office to secretary, sitting at desk with our
PC visable in center of desk. Mr. Johnson puts the pile of folders on desk, and 
says:

"Shirley, I've got to have this ready for a high-level meeting at 3:00 this 
afternoon. I need spreadsheets and graphs, ready on overheads, with handouts."

(time on clock seen in background at 10:30)

Shirley glances at clock, smiles, and says, "No problem, Mr Johnson."

Mr Johnson goes back into office. Shirley (now in very fast-forward mode), 
goes through the pile of folders, entering the information, and creating
the requested spreadsheets and graphs, (hopefully using ALL our systems, 
printers and anything else we make that could be used in this scenerio) 
to make the requested handouts, and overheads, in time to give Mr. Johnson the 
"work" ahead of time, to review at 2:30.

Switch to meeting ending where attending management gives approval (applause,
head-nods, handshakes?) to Mr. Johnson.

Switch to conversation with Mr. Johnson at end of workday:

Mr J: Thanks for all your effort in preparing those reports today.

Shirley: Oh, you're welcome Mr J. I couldn't have done it without that Digital 
computer you bought, though. It's the only one we've ever had that can actually
keep up with me!

Fades to Digital logo - 1-800-DIGITAL, with voice-over: 

"Digital, meeting the demands of today's fast paced work environment, with the
fastest computers on earth." (END)

These are a few of some ideas I have, that I think would help to sell our
products. Please excuse my ignorance in "marketing matters", such as use of
others software products (unless THEY would co-invest in such commercials).

I also don't understand the "politics of business" involved with the budget
constraints of such costly productions. But (no offence intended) the 
commercials I have seen so far, haven't done much to excite me about buying
Digital. (except for the one "A PC so fast you have to bolt it to your desk"
but it lacked visual punch.)

I tried to put these in HUMANE::DIGITAL #1847, but, much to my dismay, and 
probably to yours also, it is write-locked.

    I spent a lot of my "free" time over the weekend putting these
    together. They reflect, to the best of my ability, what I'd like to see
    in a TV ad. If they seem to lack substance, realize it is hard to put
    what I see in my mind into text format. If you like the ideas, let me
    know. If not, tell me why not, and I'll try to come up with more, with
    whatever input I can get.
    
Bob