I’ve not published for a while as I have been knee-deep in the negotiations to convert my company’s website from a standard informational website in to a fully-fledged ecommerce site.
So I’ve let pass the current effort by Microsoft to counter the resurgence of the Mac with their own set of advertising, costing $300 million no less.
Being very busy, I don’t have the time to look into the metaphorical reasoning behind the Seinfield ads, but I assure you I will sooner or later.
I’m a marketing guy and I deal with peddling bullshit to consumers on a daily basis, and at first glance these ads seem amateurish at best.
In addition, I’m too late – they’ve been pulled already.
Microsoft have continued the assault on Apple with the ‘I’m a PC’ ads. Again however, the ads seem poorly thought out and clumsy in their execution.
But I’m not going to go into detail, but one thing I’ve noticed is the reception that any advertising effort by Redmond seems to generate in the media. It seems that the press is resoundingly negative in their judgement.
Why is this? Surely something can be said of these adverts that would give Microsoft some hope? Even myself at my most impartial, could, if pushed, muster some sort of positive morsel.
It seems to me that the tables have been turned.
Back in the 80’s & 90’s, the main motivating factor, the thing, above all that would sway someone’s opinion on whether to choose an IBM PC or a Macintosh, was their friendly (or not so friendly) neighbourhood geek.
The spotty nerd at work, the weirdo that fixed the computers, the clumsy nobby-no-mates that bored you senseless with talk of RAM, memory, DOS & hard disks.
And his recommendation was (you guessed it), the DOS (and Windows) PC. He scoffed at the Mac, calling it a toy, lacking in software, no powerful and something that nobody used.
And his recommendation stuck. For years. And years. We’ve been at the brunt-end of that decision ever since. The entire IT industry is geared towards pushing us to Windows and the PC.
Fast forward to the last few years. After years of crashes, viruses, trojans, malware and ever cheap computers, that seem to last little more than 18 months, the consumer who relied of their geeky friends recommendation just doesn’t believe them anymore.
So who do they believe? Well who’s left?
Their not going to listen to a Mac user either, because we get lumped together with those geeky weirdoes.
The only thing left is the media. They are listening to the media, the ad-men, all those artists who use Macs in all the creative departments up and down the land, all those PR agencies and marketing people who use predominantly the Mac.
The Mac’s time has come – for years the IT geeks recommended the PC to anybody who would listen, well those days are gone. Now that the consumer’s ear is turning towards the media, we will recommend nothing but the Mac.
Poetic justice for all the years of misery they’ve put us all through.