ng ploys, but I do watch a little more closely than Johnny Consumerpants (had to jazz it up a little). Now before I get any further into this I must be forthright with a few confessions...1. I am totally biased to marketing from products I like or already own/purchase, almost to the point of feeling a little satisfaction when my product choice is reinforced to me...
2. I like you am not a paid critic, but often times think I should be reimbursed for my incredibly well-thought out and rational opinions and critiques
3. I also like you think I am smarter and better at coming up with clever or catchy commercials (and If I was really "so smart" and better at coming up with marketing ideas, shouldn't I have happened to sit beside a marketing guru at a sporting event, on public transportation, or at a concert and they be so enamored with my off the cuff ideas they offered me six figures on the spot?)
Having said that I offer my critique of the latest Microsoft ad campaign aimed at the wildly popular "Mac vs. PC" commercials we all love and adore (right guys?). So after being raked over the coals by this campaign since 2006, ol' Bill Gates finally decides to fire back with this
http://www.youtube.com/watch?v=hi1se9rH7S8
little beauty. Now let's think about this for a moment shall we? I did a little homework to find that Macs have overtaken Dell (rhymes with Hell for a reason) as the number one laptop on college campuses. Microsoft knows this, so shouldn't they make a commercial that appeals to the 18-34 age bracket that they are losing popularity amongst faster than Michael Vick at a Peta rally. Watch the commercial, what would the pie chart look like of those in the 18-34 bracket who appear in the commercial? Now after watching it again I would guestimate that at best the number would be around 50% in that age bracket. The big names that appear in the commercial are first and foremost Bill Gates (Microsoft CEO), Tony Parker of the San Antonio Spurs with wife Eva Longoria (of Desperate Housewives fame), Pharell Williams (which was a good call, if you are familiar with the world of hip-hop) and author Deepak Chopra. Now let's look at this from an objective standpoint. Do you see any of these people in commercials that are appealing
to a younger generation (Pepsi, McDs, Slim Jim)? Now Tony Parker might get the hardcore NBA or Spurs fan, and Eva Longoria strictly for her good looks will catch the eye, but Deepak Chopra? Ask any high schooler or even most college students who that is and maybe 3 out of 5000 will know something about him. Post college folks maybe, but was he worth their advertising dollar? Why not get some teenie bopper from High School musical, or Miley Cyrus to say they are "PCs"? You would have every girl from the age of 8 to 16 demand a sweet new Vista computer the very next day. Now excuse my hyperbole, but you get what I'm saying. Sometimes more is less. That's what I love about the "I'm a Mac" campaign, it's simple. Just like their genius response to the PC ad....http://www.youtube.com/watch?v=MimCZikP8cY
See what they did there? It's great because it's a simple jab at the other guy, they didn't change a thing. So for the sake of brevity I'll leave you with these closing thoughts for the marketing gurus (who I'm sure are reading this) a few surefire ways to get me to buy your product...ready? (I love lists btw)
1. Make me laugh- (downside, if you try and fail, opposite effect, see Taco Bell )
2. Have a good jingle (Stanley Steemer, Cook's pest control, Blue Bell Ice Cream, Empire Rugs)
3. Make an infomercial that airs between 1-4 am or 1-3 pm on sat afternoon...who amongst us can say they've never gotten sucked in by the Magic Bullet or Ginsu Knives?
4. Don't abuse an originally decent marketing idea (Chick-fil-a cows, Mastercard-priceless, GEICO CAVEMEN!!!)
5. Make a good product, then you won't have to advertise as much because when you make something worth buying, people tell their friends...
Later we will discuss why Macs actually are far superior, but that's another blog... (catch phrase?)
