Conference 7.286::digital

    not impressed... your "way cool" example is right on!
    
    invented networking... who believes that except Deccies?

If the ad had been almost anywhere else but the Wall Street Journal, I'd
say it was ok, though falling into the common trap nowadays of thinking that
all you need to do is appear "hip" in an ad to be noticed.  Even so, I think
the ad was good and the "way cool" didn't hurt.  We'd do well to run more
ads of that sort.

Re: .1

The claim is mildly exaggerated, but not outrageously so.

				Steve

    
    	Ad is OK; but the best one I've seen to date ran recently on CNBC.
    
    	It says "Some people say our PCs are over engineered (maybe it was
    	"built", I forget) We feel that says something about us - and them.
    
    	It is on three seperate screens with background music. Very
    effective, and gets our message across wonderfully. I think this ad
    should be everywhere. It is great. 
    
    	:-) :-) :-)	the Greyhawk

    I think the best print ad we've done to date is the AXP2100 add that
    basically says to the customers it's... to the accountants it's...
    and to the competition it's godzilla.  Much, much better than the
    ads with the bicycles and tigers or whatever that have nothing to do
    with computers.
    
    Brad.

    I'd love to see one of these good ads.
    
    I have never been impressed by a Digital ad.
    
    Michael

    try reading what our customers read, Datamation, PCWeek, etc.

    The "Godzilla" ad has been refreshed and you will see it soon in the
    trades.  

    I love the "Godzilla" ad.  I've seen it a lot in Computerworld.
    
    I've also seen some ads in some computer stores like CompUSA.  Nothing
    flashy but it's nice to see our products out where the public is.  Now
    if I can only get the salesperson to steer me towards the Digital ink
    jet printer instead of the HP.  :-)
    
    

    reply to .6
    
    I have seen our ads in datamation, pcweek etc.
    
    They do very little to differentiate us from the 50 other companies
    with similar ads.
    
    

    .9   Dead On! The ads stink -- they are certainly a start, but the pace
    and assertiveness needs to be cranked up a few notches.
    
    We need an attitude campaign- we need to stick a stake in the ground,
    growl, roar, and let people know that we are coming after them to kick their
    a**es! Plain and simple. This isn't a friendly industry anymore and if people
    are still disillusioned, get out!
    
    Wouldn't it be great if all of Digital's moaning and groaning, sadness,
    bitterness, confusion, fear, complaining, uncertainty -- basically all
    of the emotional ranges people have felt over the last few months--
    could be channeled into an all-out attack on the market! Fantastic
    products backed by positive emotion and smart PR.... "imagine the
    possibilities"
    
    

    What good is advertising when people return the products? Most people
    set up thier new printers and PC's at home in the evening and on
    the weekends. Most people need to phone a help line for support.
    Guess what we don't provide on the weekends and in the evenings?
     
    

    re .10
    
    Yes. Imagine all the time and energy and thought put into the manic
    depressive knock,knock, knocking, turned around, imagine all those
    people capable of creative thought but wasting themselves sinking into
    black holes of self pity and dissatisfaction, imagine the results if 
    everyone contributed, in spite of the frustrations and Middle-Ground 
    resistance, to a positive growth attempt in whatever area they're involved.
    
    Imagination, putting Digital to work....%)
    
    It's easy to criticise, but how about a suggestion for this earth
    shattering high impact Marketing campaign different from all the others
    which still delivers a clear product message.....If I could come up
    with the 'idea', I'd push it, till then I'll appreciate what there is.
    
    I battled for years with an attempt to create a self contained 'product
    demo on a disk' which I would then have tried attaching to the relevant
    magazine, but just as I got the tools together, VW did it with their
    TIME magazine thing. So close...but no cigar.
    
    Keep thinking, keep trying, keep busy....

    re:  .11 - I certainly agree with your stance on consumer buying.  We
    have not done anything to target the vital home-user market.  However,
    that is not our goal in life.  I believe that we entered the PC market
    (this time around) because (a) we had to, and (b) in order to flesh out
    our client/server capabilities.  This has little to do with the home
    computer market.  Unfortunately, since we have also begun selling our
    printers (etc.) through Dayton-Hudson stores (i.e., Target out here in
    Calif.), we do need to upgrade our support lines, etc., for those who
    are buying these items.  That is, of course, assuming that anyone *is*
    buying them ! ! :)!
    
    M.
    

    Hmmm....
    
    When you mount an ad campaign, are you trying to reach the people whose
    a**es you would like to kick, or are you trying to reach the people
    whose money you would like to get?
    
    I sure you don't mean to imply that these are the same people.
    
    Dave

    I thought it was stupid at most!  What will the customer think.  Hey
    Digital doesn't know what its doing,  They can even remember what they did!
    
    - Mike

  Some of the sample "potential" ad copy shown in the July CSD Sales Forum
  video by the new marketing guy recently ex Apple looked more sensible and
  to the competitive point.  Anyone have the copy for them or know whether
  they will see the light of day?
  
  -ian

    
    I wonder if any of this will change once the new ad firm is announced
    soon...  I think we've heard the "our PR/marketing needs some help"
    story at the upper levels.  In fact, Mr. Palmer has said so on DVNs.
    
    Has anyone else noticed that you see more TV ads for companies like
    BASF (who really doesn't do the majority of its business directly to a
    consumer except for cassette tapes) and Dupont (who is similar but not
    the same)?  These commercials aren't trying to sell carpet fibers or
    teflon but they have a larger TV presence (and Q factor?) than Digital
    does.
    
    

I saw a new variation on the 2100 "Godzilla" advertisement.

This is in the August 22 InformationWeek, inside front cover and facing page.

Same picture, with the following text:

In bold, at the top left of the right-side page

"           The 64-Bit Server.
   IBM(R) May Have It In '96.
    HP(R) May Have It In '97.
   SUN(R) May Have It In '98.
Compaq(R) May Have It In '99.
       You Can Have It Today."

followed by great quotes from industry ananlysts and Oracle, Informix, and 
Sybase reps.  Also mentions Rdb and Ingres.

"So call to find out more. You'll enjoy the benefits for years to come.  Instead
of in years to come.

CALL 1-800DIGITAL"

I like the way they do the "CALL 1-800DIGITAL"  The "CALL" and "DIGITAL" are in
a bold 32-point font and the "1-800" is squeezed in between in a smaller font,
so it says "CALL DIGITAL" with the 1-800 just sort of "there."

Good ad for hardware!

Bruce

    re .18
    
    The Ad missed to say that this server runs OpenVMS, UNIX, and Windows
    NT. Also didn't have any TPC numbers to compare with the competition
    although it emphasized databases.
    
    It is good but not good enough. 

    The ad is pushing 64-bit computing.  OpenVMS and Windows NT don't
    currently make use of 64 bits.  Mentioning them might not help.
    
    If, when someone says "64 bit computing," a customer thinks "DEC"
    (or "Digital") then we'll own mindshare.  This ad is the first   
    step in achieving that mindshare.  Don't overengineer it to try
    to do more -- we've made that mistake too many times in the past.

    re: .-1 agreed wholeheartedly. Additionally I don't think TPC numbers
    would be interesting either, I think the community is starting to
    realize just how meaningless the TPC numbers have gotten (IMHO they
    were always meaningless).
    
    IBM here has been running an advert for consulting services, in which
    one of the consultants being profiled actually says "If this doesn't
    work we have a fast boat waiting" he's clearly joking but I just can't
    imagine how that one ever got approved.

    re: .19
    
    We needed to run a refresher, "outside in" validation of the 2100
    Server; building on the annct ad of last April. This is why there are
    a combination of analyst and software firm quotes.
    
    We considered and rejected a "car pool" type ad on the 3
    operatingsystems specifically because the 64 bitness is a differentiator 
    - and only works for the OSF story in applications like Data base. 
          
    
    

I haven't seen the new ad, but it certainly seems to have the message
many of us have been pushing for...  If anything, it was too generous to the
competition.

				Steve

    I haven't seen the ad either, Australia is a bit behind in these
    things.
    
    FWIW, I would add my support to the 'mind-share' comment of a few
    replies ago.  The purpose of advertising is to get people to 'think'
    Digital/DEC/us.  It's up to us to close the sale.
    
    Bill

    
    I guess that this is as good a place to put this as any.  I saw the
    Digital TV adds on the Dallas-Green Bay game today (11/24/94).  
    Extremely disappointing is the nicest thing I can think of to say
    about the two adds that I saw.  It looked like some stuff we made
    in a multi-media class in 1971.  

    fred();

	... I guess because I was staring at the screen at the right time. 
There was certainly no sound to indicate a Digital ad!  Was there any voice on 
the second one?

	I agree with .-1's judgement!

    
    
    >>  -< Two? I saw one about 4:30p, and ... >-
    
    For those in the UK, that's probably how much the ad's cost to make....
    
    Ian.

    There were two - the second after half-time.  I think we should
    continue this in the "Whatever it takes" note.
    
    					Steve

    
    they don't care whether DECies are impressed.  We don't buy our own
    pc's anyway, remember?
    
    Here's what really counts:
    
    I had the whole family at the house on Thursday and they all loved it.
    If it had been full of technical jargon, they all would have tuned
    out except my dad (Engineering Technology professor).
    
    The point is, catch some attention, get the Digital name recognized,
    and the next time they are looking at systems at Sam's, or wherever
    they won't keep walking past the Digital systems that are for sale.
    
    So, although I didn't think the ad was all that special, it appeared
    to appeal to the real target audience.  Maybe the problem all along
    is we've been writing commercials to DECcies instead of to the right
    people.
    
    just my thoughts..
    
    --Bert

    
    
    	I was in a room with at least 25 non-Digital people, and they
    	all had confused looks on there face when it was over.
    
    	Most of the comments were: "so?" 

    
    Towards the end of the Patriots game last night. They played an ad with 
    the Lenny Cravitz music. I got up and went out side, but left the game
    on. When I came in the TV was still on, and my wife was in bed. Later
    when I got in bed she said she saw the DIGITAL logo on the TV. The
    music from the spot caught her attention, she turned to look at the TV,
    and saw the AD. She wasn't even watching the game. Way to go ! and I 
    didn't cue her in that they were running.
    
    

    The following entry has been contributed by a member of our community
    who wishes to remain anonymous.  If you wish to contact the author by
    mail, please send your message to QUARK::MODERATOR, specifying the
    conference name and note number. Your message will be forwarded with
    your name attached  unless you request otherwise.

				Steve






      Well, we watched US TV all holiday weekend long, but all we ever
      saw were ads for Apple Macintosh and IBM Aptiva computers.  (I
      probably saw five or six Apple commercials and three or four
      IBM commercials.)
    
      I guess we mustn't watch the right TV shows.  Then again, we're
      probably not in the demographic groups that interest Digital either,
      since we only spent $15,000 or so on Apple computers (and related
      H/W and S/W products) in the last two or three years, and zilch on
      Digital.  And we only influenced folks' decisions to purchase home
      and school computers a dozen or so times (never for Digital).  I
      don't see any change in those trends, either, since my spouse kept
      offering "high-fives" every time another hard-hitting Macintosh
      commercial ran.  My spouse was especially amused by the series of
      commercials that lampooned the difficulty of configuring an MS/DOS
      or Windows computer.
    
      Anonymous

    
    
    Was there a purpose to that note?
    
    
    
    Mike

    I thought the ADs were great.  I got to see the SPEED, Generation Gap
    and the Grim reaper AD.  Not only did the catch the ears, and eyes,
    they kept me entertained.  That is what ADs on TV are suppose to do. 
    Give me a break with all this techno blah blah we did in the past.
    These ads will give us some name recognition.  
    
    LB  

    I have a question. What ages liked the ads?
    
    Ages
                         Yes                          No
    20-30                
    30-40
    40-50
    50 and over
    
    
    
    I think this will be interesting!
    
    

in re:

    you forgot 15-20. maybe not the buyer, but perhaps the one with strong
    influence on the buyer (mom and dad).

Please - no polls in the notesfile.  Besides, we're not the target
audience.

				Steve

    My father inlaw commented that he did'nt know digital made PC's.
    He liked the Ad and he's over 50.  I saw the ad myself.  Was not 
    impressed, but felt that we are finally moving in the right direction.
    
    - Mike
    
    

    I saw a customer last night, and he saw the ads during the
    Thanksgiving Day football game.  He didn't get the "Digital 15, Grim
    Reaper 0" reference, and I had to explain the 15-0 part of the
    reference to him, but he did like the music and had a generally
    favorable impression of the ads.
    
    - Craig

    I haven't seen the ads.  We didn't get the games on Australian TV.  I
    do, however, have a comment about the campaign in general.
    
    There have been several comments about Target Population and Name
    Recognision.  I completely agree.  These are the purpose of the ads. 
    And so it should be.
    
    I've been with DEC/Digital for 10 years.  My Dad still thinks we make
    watches.  Now, I wouldn't have put him in the target population either
    since he can't even spell PC.  Guess what.  He bought a Compaq last
    week for my sister's kids for Christmas!
    
    Consumer awareness campaigns/advertisements don't need to make sense. 
    They also don't need to be remembered specifically.  The whole idea is
    that when the (potential) customer sees the product on the shelf,
    something clicks in their head when they see the name.
    
    In Australia, we have commercials with people swimming through sand,
    minature naked ladies dancing on full-sized equally naked ladies and
    people jumping out of airplanes on surfboards drinking soda (that one's
    apparently becoming a classic).
    
    We also have specific product feature/consumer education
    advertisements.  Those which tell you how white a particular soap power
    will get your shirts, etc.
    
    I guess what I'm trying to say is that there are lots of messages that
    need to be gotten across.  One is simply name recognision.  Another is
    product features.  It sounds like the ads that are being discussed are 
    aimed at that first of these objectives.
    
    FWIW, IMHO and I didn't read the book either,
    
    Bill

    
    I disagree that even if the advs are bad [imo, they are],that they should
    be put on as a first step.
    
    Name recognition?  We already have it.  we make watches, clock radios,
    and the advs do nothing to change that idea.
    
    perhaps that marketing person could comment on WHO the target audience
    is.  It can't be the home pc or small business person.
    I'm just an lowly engineer.  But before I'd spend a dime in adv money
    targeted at home pc or small business, I'd have an answer to the
    question: 
    
    Why do the employees of the company buy the competition rather than 
    their own company's PC even when given a generous discount?
    or printer?
    
    I like the new Intel/Lotus advs.  In fact the words they use sould be
    the words we use.  and they treat me like an adult.
    
    
    

I haven't seen the ads yet but a comment on the apparent lack of real meat
("where's the beef")... it brings to mind the MCI, or networkMCI ads.  They
have no meat in them but I can see how powerful they would appear to a
non-technical person.  IMO, advertising is all about image, not about content.  

								_Mike

	The AT&T ads have no meat but many non-technical people probably
	think they are going to be the ones providing "really neat stuff"
	in the future. 

							mike

Ed:

> Why do the employees of the company buy the competition rather
> than their own company's PC even when given a generous discount?
> or printer?

  Your question deserves an answer, but it won't be pleasant
  for either of us.  And it's a multi-part answer:

    1. Digital burned me in the past, part 1.  Due to Digital's
       particular terms and conditions, I bought a system at
       full MLP and shortly thereafter, Digital changed all
       the terms and conditions so that I could have bought
       the system at a substantial discount. "Too bad."

    2. Digital burned me in the past, part 2. It was nearly
       impossible to purchase add-on options for this system.
       It took a call to Ken Olsen's office before someone
       would even talk to me.  And then the principal add-on
       came without its rather-unusual cable so it was useless.

    3. I've watched Digital burn lots of other employees in
       similar ways throughout the years so they haven't learned
       the error of their ways.  Do you think the Rainbows/DEC-
       mates/PRO3x0s represented good long-term value to any of
       the employee purchasers?  I don't. Digital constantly
       unashamedly tries to unload its junk on its employees.

    4. I've watched Digital burn the CUSTOMERS in a similar way.
       Do you suppose the VAXft customers are happy campers today?
       The bought a strategy that Digital sold, only to find that
       Digital wasn't as sold on the strategy as the customers were.

    5. Digital over-commits and under-delivers.  A few months ago,
       a DEC Laser printer was being hyped as a tremendous value:
       1200 DPI for only $1xxx dollars, "run out and buy one today!"
       Well, last I heard, the folks who did run out and buy one
       are still waiting for the 1200 DPI option.

    6. Digital doesn't support my environment very well.  I men-
       tioned we're a Mac, not a PC, household.  Digital often
       provides no (or insufficient) Mac software with their
       products.  Apple (Canon) and H/P printers are plug-and-play
       with Macs. Even the new Epson looks promising.

    7. And, as I mentioned in the note that started this, there's
       no evidence yet that Digital wants my business.  When they
       advertise a product in a channel that reaches me, then I
       may consider them. But right now, it's Apple, IBM, H/P,
       Lotus, Compaq, Packard/Bell, Microsoft et. al. who seem
       to want my business. And my recommendations to my friends.

Finally...

    8. Given the rate at which quality talent is bailing out, given
       the absolute and unending mis-management from the SLT, given
       Digital's financial performance in what have been a couple of
       darned good quarters for high-tech companies, it's entirely
       likely that Digital won't be here tomorrow.  I'm structuring
       the rest of my life on that assumption; why wouldn't I also
       structure my computer purchases and recommendations on
       that assumption?


  I remain,
  Anonymous

    
    RE -.1
    
     Well said. You can help us try and turn it around, or you can
     keep whining about it. The past is the past, even digital can
     learn. And even digital can change. There are examples of change
     all over this company. Both good and bad. Great and small.
    
    Keep rowing, same boat different oar.
    
    -Mike Z.

>    5. Digital over-commits and under-delivers.  A few months ago,
>       a DEC Laser printer was being hyped as a tremendous value:
>       1200 DPI for only $1xxx dollars, "run out and buy one today!"
>       Well, last I heard, the folks who did run out and buy one
>       are still waiting for the 1200 DPI option.
    
    If you know of any customer that is still waiting for a 1200 dpi option
    for the DEClaser 5100, feel free to send me the details. The options
    are out and have been shipping for nearly two months. At the time we
    made the free upgrade it was made clear that the upgrade would be
    shipping as soon as it was available. I won't go into details of
    schedule slips here.

>    6. Digital doesn't support my environment very well.  I men-
>       tioned we're a Mac, not a PC, household.  Digital often
>       provides no (or insufficient) Mac software with their
>       products.  Apple (Canon) and H/P printers are plug-and-play
>       with Macs. Even the new Epson looks promising.
    
    Digital printers are plug-and-play with Macintosh systems. I use them
    on a Macintosh system every single day. Please feel free to send me
    specific details of what you allege doesn't work. (For your
    information, Apple is now using Fuji Xerox engines in their latest
    printers. Digital and Hewlett-Packard both have traditionally used
    Canon engines. Canon's own printers aren't that plug-and-play with the
    Macintosh.)

    re: 46....
    
    Mike, so help us lowlifes understand just 'how' to turn it around?
    
    The person whining tried by attempting to purchase a Digital product!
    That's all they can/and are paid to/ do. That person also articulated
    a problem that many many digital employees have stated over the past
    years. If the problem aint fixed, then THEY ARE ENTITLED to WHINE!
    Someone in purchasing needs to take charge and fix the problem.
    I believe that the help they can give is to try and purchase another
    system AFTER the problem is fixed. These are seemingly loyal digital
    employees that can't buy something from us. How loyal do you think a
    customer (read: PC GEEK kind of person that will $hitcan a bogus
    product at the shake of a stick......cause that's the name of this
    business and if you don't/can't understand that, then your about
    to become a dinosaur REAL FAST!)
    
    Fix it, and let's get on with it.  But to not complain, sweeps it under
    a rug, and is wrong.
    
    chet
    

I didn't see the TV ads (which is why this is reply is in this string and not
in 3528.*), but I did see what I consider a *great* print ad.

PC Week, 21-Nov-94, page 79, full page ad: bold black text on pale background, 
with the following text covered by a chain link fence:

	Until Now, Technological Limitations Have Defied Your Efforts
	To Access PC, Legacy and UNIX Applications Simultaneously.

<turn the page to a double page spread with the chain link fence in pieces
on the ground, a Multia box on the left 1/8th of the left page, text in a 
single column on the right 1/8th of the right page, and the following text
in bold black between the two columns>:

	Introducng Multia.  We Defy You To Find An 
	Easier Way To Access All Your Information.

I won't type in the text, as it was your standard ad copy.  But best of all
was a tear-off postcard to send in for more information (and you didn't
even have to put a stamp on it).

The ad was classy, colorful, and the chain link fence was striking visually.
The fact that it slightly obscured the text, forcing me to slightly strain
to read the text, made me pay more attention to it than I would have normally.

I remember thinking before I turned the page to find out what the ad was for,
"Boy, I wish Digital did ads like this...".  Well, we did.  (Yeah, that comment
sounds like hype and a made-up statement.  But since I was reading the other
note string concerning Digital ads at the same time I was catching up on my
stack of mail, the juxtaposition of the two was fortuitous).

I don't know who (PCBU or the external ad agency) did it, but all I can say is, 
*GOOD WORK* and keep it up!

-- Ken Moreau

>           <<< Note 3306.44 by AXEL::FOLEY "Rebel without a Clue" >>>
>
>	The AT&T ads have no meat but many non-technical people probably
>	think they are going to be the ones providing "really neat stuff"
>	in the future. 
>
>							mike

Are you talking about the "Have you ever...?" ads?
These are the absolutely BEST high-tech ads on TV!
No meat?  They're ALL meat!  
Vision, function, practicality, and possibility are all right there to see.

Of course, if you meant some other AT&T ads, then that's okay.
I've been looking for an excuse to extoll the "Have you ever...?" ads anyway.

- tom]

PS:  I like the new Microsoft "Where do you want to go today?" ads too,
but I don't know if they'll have staying power to hold up to repeated viewing.

Some reactions.....

>                    <<< Note 3306.45 by QUARK::MODERATOR >>>
>                    -< Reply from anonymous author of .33 >-
>...
>    3. I've watched Digital burn lots of other employees in
>       similar ways throughout the years so they haven't learned
>       the error of their ways.  Do you think the Rainbows/DEC-
>       mates/PRO3x0s represented good long-term value to any of
>       the employee purchasers?  I don't. Digital constantly
>       unashamedly tries to unload its junk on its employees.

And why shouldn't they?  Recall that in the mid-80s when this occurred that 
the Intel/MS-DOS architecture hadn't gained ownership of the market the 
way it has now.  One of the goals of the employee purchase programs
of the time was to get people to develop software for the DEC
platforms.  The model of the market as DEC saw it was that there
would still be a separation between home and business use of computers.
We were selling business computers to employees, not home computers.
I can also invoke "buyer beware."  Who better that a DEC employee
should know what he's getting when he buys from his employer?

>    7. And, as I mentioned in the note that started this, there's
>       no evidence yet that Digital wants my business.  When they
>       advertise a product in a channel that reaches me, then I
>       may consider them. But right now, it's Apple, IBM, H/P,
>       Lotus, Compaq, Packard/Bell, Microsoft et. al. who seem
>       to want my business. And my recommendations to my friends.

The employee purchase channels are not channels that reach you?

>  I remain,
>  Anonymous

And this is a separate matter entirely.
I don't believe that the moderator(s) should have accepted your submissions
in this string anonymously.  I believe anonymity should be used to protect
submission likely to evoke retribution (personnel matters, open door matters),
not to allow faceless product (line) bashing.

- tom]

re.  <<< Note 3306.49 by ODIXIE::MOREAU "Ken Moreau;Sales Support;South FL" >>>

>	Introducng Multia.  We Defy You To Find An 
>	Easier Way To Access All Your Information.>

>I won't type in the text, as it was your standard ad copy.  But best of all
>was a tear-off postcard to send in for more information (and you didn't
>even have to put a stamp on it).

Let us make sure (I hope we already did) that we respond to all the information
requests we receive when those cards come in. Elsewhere in this Notes conference
someone has told us how he wasn't sent PC catalog after 3 attempts of requesting
it.

Avinash

    re: .40
    
    Maybe I'm dense or maybe it's because I've only been with the company
    for just under 15 years, but what does the '15-0' mean? Oh wait, I just
    answered my own question - I'm coming up on 15 years! 8-)
    
    But seriously, no one in my group knows what the 15-0 means either.

    15: number of current consecutive quarterly operating losses without
    having to go Chapter 11 (the Grim Reaper)?  ;-)
    
    That can't be it; we did sneak in a $60m gain for a quarter last year.
    kb

    The way I understand the implication is that Digital saved the companies
    from the Grim Reaper.  For example, if a bankrupt company had been in 
    the list, not having bought our solutions, it would have been a score
    for the GR: 15-1.
    
    As for "hell has our number" I interpret that to mean that folks right
    in the "hell" of business issues know to call on Digital for help.
    
    The "speed" message was obvious.  All together, they seem to me to be
    saying that the high-energy, fiercely competitive companies are being
    competitive through their partnerships with Digital.  And, if you want 
    to be among them, you need to contact Digital.
    
    Steve

From "Computing" 1/12/94 without permission:-

Have no fear Digital's here

Digital's aggressive new marketing strategy appears to be aimed at raising 
its profile in the Christian fundamentalist market-place, if adverts that 
appeared in last weeks Wall Street Journal are any indication of its future 
direction.

In the advert, headed: 'Hell has our phone number', the company goes on to 
list the type of 'evils' it is up against. 'Like fires. Hurricanes. 
Earthquakes. Explosions.'

After the dubious labeling of natural phenomena as 'evil' things get really 
bad.

The text continues: 'In the awful aftermath of the World Trade Center 
explosion, there was little we could do about the horrific toll in 
human lives. But there was a great deal we could do for our business 
customers...' blah, blah, blah.

Is Digital joining the anti-Islamic backlash sweeping most of the Western 
world? Or maybe Bob Palmer sees himself fighting the good fight for truth, 
justice, and the American way?

    ...to include other religious belief systems.
    How about:
    
    "Digital declares Jihad on Mainframes"
    "Digital promises customers Nirvana with new Alphas"

    to use the reference to "Hell" was stupid at best.

  RE: .53

  Being a bit presumptuous, NO?

> When forwarding messages or posting them to conferences, removal or
> falsification of the original message header (which indicates the
> author) is prohibited.
>
>    It's pretty clear that the original message header has been
>    removed...

  Is this truely that clear?  Is it not possible to pass information about
  via means which may not necessarily contain an explicit header of the form
  to which you are refering (i.e. Mr. moderator, please copy the file from ...
  and post it on my behalf.  In which case, the moderator best keep a record
  of the request for his/her own protection).

     AJ

Re: "Hell"

I spoke last weekend to my aunt who used to be an executive with
Doyle Dane and Bernbach, the "DDB" of DDB Needham Worldwide.  I described
to her Digital's ads, especially the "Hell has our number" ad.  She laughed
and told me that back in the late 60s or early 70s she had come up with
a campaign for Avis which would tell customers that if they found any
little thing wrong with an Avis rental that they should "Give Avis Hell".
The networks wouldn't air it, suggesting it be changed to "Complain to Avis".
She thinks that the Digital campaign, including the "Hell" ad, is right
on target.

				Steve

    Issue:	Use of the word Hell & rest of Ads
    Fact:	For years we've all bitched and moaned about lack of Ads
    Fact:	*These* Ads are generating questions, articles, name
    		recognition etc. as opposed to "Digital who?"
    Opinion:	These Ads do not compare to AT&T "Have you ever..." Ads
    Opinion:	They're far better than nothing.
    
    Phil
    

    Im pleased that most of the DEC people reading this are coming around
    to liking the ads.
    
    I asked two customers today how they liked them. They both laughed, in
    a very derisive way. When pressed they thought they were very bad. They
    seemed almost embarrased to be dealing with Digital. 
    
    So, is anyone asking the peole who really matter- our customers and
    more importantly those folks that choose NOT to buy from us? Or will
    the agency do the usual thing and present us 'data' to show how
    wonderful their work is.

    The Ads are serving their purpose, they're being noticed!
    
    Cal

    <<< Note 3306.49 by ODIXIE::MOREAU "Ken Moreau;Sales Support;South FL" >>>
     
    
    I don't know who (PCBU or the external ad agency) did it, but all I can
    		      ^^^^
    say is,
    *GOOD WORK* and keep it up!
    
    -- Ken Moreau
    
    
    	Ken, liked your comments about the Multia MultiClient Desktop
    Advertisement, but must point out that Multia is a product of V & HC
    NOT, repeat NOT PCBU.  I think that Multia could well hurt PCBU because
    it is, to a certain extent, a well developed PC giving the security and
    remote management missing from networked PC land.
    
    	That will no doubt provoke a storm of protest from the PC world
    which should not form a part of this Topic - I am simply correcting a
    minor part of your comments upon an Advert.
    
    				Malcolm.

    
    Re. -1
    
    Actually, the people that are our customers *are* the ones that really
    matter; they have purchased our equipment, service and have (hopefully)
    faith in who we are and how we do business. They will, if pleased, 
    share that experience as well as return to do more business with us. 
    
    ( Conversely, ... )
    
    jc
    

re: .-1
	I disagree with you.  customers that digital already has probably
don't care much about the ads - they already know about DEC's products
and services (presumably that's why they bought DEC in the first place).
it is the people that either don't know about dec or don't know enough
about dec that need to be reached the most.

RE: .66 -<     Multia is a V & HC product, NOT PCBU.     >-

My apologies to the people in the Video and Hard Copy group.  Whoever did
it, it is still a *great* ad.  Keep it up!

-- Ken Moreau

Why are you arguing which customers are most important? Surely, they are 
all important. Current customers are important because if we keep them 
happy there is a lower cost of sale next time. New customers are important
because churning the (declining) base for ever is a downward spiral to
oblivion. 

Dave.

    Overall the commercials are okay except 2. A couple of people who
    work with my wife asked:
    
    What does Grim Reaper 0 Digital 15 mean - that Digital only has 15 
    customers?
    
    And the "HELL" one - does that mean if you want a disaster call
    Digital?
    
    

    
    Finally caught one of our ads.
    Of course it had to be "HELL".
    
    Well...... as it caught me off guard....
    I did not like it. Even when it sunk in
    I still was not crazy about it.
    
    Unless you really listen to the voice and
    understand the words... it just not settle right
    
    Maybe I am getting too old...
    
    Rick A

    I finally caught the Hell ad last night. At first, I thought it was a 
    commerical for the news. You know, "where there's news, there's Channel
    X", then I saw the our logo. I am glad that we are finally advertizing. 
    

    Some comparison: During the last weeks I've seen Microsoft's 
    "Where do you want to go today ?" ad a few times on TV. 
    
    It's a confusing layout and doesn't mention a product but it does
    achieve one goal: I remember the ad and the name Microsoft.
    
    Klaus

    Heck, I like the "hell" ad.  Made sense to me.
    
    To me, "hell has our phone number" means: In a place where total
    chaos reigns, nothing goes right, and everybody is miserable, Digital
    can still save the day with its products so they call us for solutions.
    
    				-John

    
    I was as a holiday gathering of some old friends yesterday evening.
    Some of them starting asking me about my job, with grave concern on
    their faces. For the past two years I'd answered that we're just taking
    it a day at a time. This year, I was in the middle of a substantial list
    of encouraging signs when a Digital add came on (during the Miami game).
    We stopped talking and watched. When it was over, all eyes turned back to
    me, and I said, "See?"
    
    Later on, the kids were watching either Earth 2 or Sea Quest, and 
    another Digital ad was shown.
    
    Felt damn good!
    

RE: .76

  I liked it also.

   And it did feel good!  8^)

   Dave

    Re: .76, that was the impression I got as I was running around between 
    the laundry room and the playroom, so I guessed it worked.
    
    The ads that have cracked me up lately are the Mac ads where the Dad is
    going to show his son dinosaurs on the pc. The Dad can't get it running
    and the kids leaves to go to someone's house who has a MAC. 
    
    

    
    First to last and then in general.
    
    I see these MAC ads and it comes across as such a lie
    in my opinion. Sure, you buy any multimedia system
    and I have found they work out of the box. But try to
    add a CDROM and sound card are typically nightmares.
    AND THAT GOES FOR APPLE TOO !
    
    I am very glad we are advertising, I just was alittle
    set back by the "HELL" ad, but I still felt it had merit.
    
    Maybe we (employees) are just too sensitive in internal issues ?
    
    RiCK a

   For the Macintosh Performa line, you don't need to add a sound card...

>  For the Macintosh Performa line, you don't need to add a sound card...

Of course, that's also true if you get a PC preconfigured with one...
(i.e. the key is the "component integration" is handled by the vendor.
As soon as the task is pushed off to the end user, there are likely
to be problems, regardless of how simple.  Certainly, some systems
are relatively easier...)

	The good news is that Digital is advertising, the bad news is that
the intended message(s) is either lost or so obscure, that it gets lost 
in the ad.

	This weekend while watching the NFL I asked those near by what they 
thought of the ads.  The first add, "1.3 Billion ... etc...etc...etc" came
across as "Digital is an expensive company to deal with."  The viewers 
in this case focused on the 1.3 billion and equalted it to cost of doing
business with Digital.  

	The "Hell ad" was met with mixed reviews...from "Oh gross...call Hell 
to get Digital ?"  to "Gee, I first thought that was an News ad".


	I understand the indended message from working at Digital, but, I 
believe the message is not very clear to the its potential audience.

I also think that some of the verbage is *NOT* intuitive to the average 
user. Most folks are going to be PC users....How many of them really understand
the terms used? Specifically I'm thinking about the use of the "server
technology". There are a couple of others, I'll jot them down as I listen.

I think we all agree that adverstising is a GREAT thing for Digital. A message
is better than NO message. We are at least telling people we exist and we 
want to do business.

I noted this point in another note: Those bright, fast-flashing ads are not
good for folks who experience seizures. The flicker-rate is very obtrusive
and could set off a seizure, much the same way some video games do.

I would encourage Marketing to contact the usability group and look at doing
things that will appeal to real users/customers, their speciality. 

Contact Dennis Wixon, DTN: 381-2273

> <<< Note 3306.80 by PCBUOA::ANGELONE "Failure: line of least persistence." >>>

>    I see these MAC ads and it comes across as such a lie
>    in my opinion. Sure, you buy any multimedia system
>    and I have found they work out of the box. But try to
>    add a CDROM and sound card are typically nightmares.
>    AND THAT GOES FOR APPLE TOO !

    If you believe this, I assume you've never owned a Mac.

    Adding a CD to a Mac involves plugging the CD into the SCSI bus
    and turning it on.  All Macs come with SCSI and sound in/out.

    Perhaps adding a CD or sound to an old Apple II was hard...
    Perhaps that was your experience.  The AD is RIGHT ON as
    to what it means to own a Mac.  I see it over and over
    amoung my friends who own Macs and PCs.

    I agree this is a GREAT AD.
    bob

    Yes, I've added several devices to the 2 Macintoshes I own.
    Some inside the case, some outside the case.  Every single one
    of them worked the 1st time I installed them.  No fuss, no difficult
    reinstallation of the entire operating system, no calls to technical
    support.
    
    				-John

    Sunday morning one of the local (Cleveland) network affiliates was
    showing a Macintosh infomercial.  Thirity minutes of Mac brainwashing. 
    I was led to believe that one of the models even comes preconfigured
    with video capture hardware.  It almost sent me out to buy one.  --Bob

    And probably without worrying if you have enough special memory to run
    that CD program as well!  Here I have 8M on my PC but I can't run Zork
    because I don't have enough of a certain type of memory.  So, I'm
    supposed to try creating a boot disk, or rearranging config.sys and
    autoexec.bat, or run without sound.  I'm sure a Mac doesn't have these
    problems.  (But can it run Zork?)
    
    Today, I would probably buy a Mac.  At the time I bought my PC, Mac's
    were competitive price wise.
    
                                        August

    Oooh!  Ratholing into a PC vs Mac war ...   Anyway, I have friends
    with an old Mac.  They wanted to upgrade the drive so that they could
    exchange files with my PC.  Turns out it can be done, but it is very
    expensive.  Not only is the drive expensive, but they also have to get
    a PROM replaced to do it.  Not worth it.  For roughly the same amount 
    of money they can get an old PC -- complete and able to exchange files.  
    They don't have the money right now, anyway.  But, when they do get it
    it looks like they'll be getting a PC.
    
    Good, cheap and fast -- pick two.  With PC's you tend to get cheap and
    fast.  With Macs you tend to get good and fast.  Hmmm.  Can't think of 
    a personal computer platform where you get good, cheap and slow ...
    maybe a typewriter or one of those personal word processors.
    
    Steve

    PCs and Macs of about the same configuration are about the same
    price....People usually compare stipped PCs with loaded Macs
    and claim PCs are cheaper.

    I agree that still today PCs are often slightly cheaper....but
    the huge price gap that used to exist is gone.

    You are right...the cost to upgrade an OLD Mac is likely the
    same as the cost of an an old PC...and both are worth almost
    nothing today.
    bob

    As for Macs with direct video input: The Macintosh 630 has 2
    optional boards for video input.  1 board, $150, lets you put
    video in from a PAL/NTSC/SECAM video signal (like the one from
    the back of your VCR).  The other board, $250, includes the
    functionality from the $150 board plus has a cable-in connection
    where you can hook your house's cable-tv to your Mac and watch
    TV (has 180 channel support in the US) and well as do video
    capture of any of the signals.
    
    As for price, to agree with .90, the big difference is gone.
    
    				-John

    Not that I'm a football fan, but I got one of the Digital ads right
    in my face as I was looking at a TV in SEARS. The same ad could be
    seen (and heard) on 50 other screens .. looks like all TV departments
    have most sets tuned to sports. Great for us :-)

    >Per

    re: a .few back
    
    I've seen all of the ads run to date, and I'm surprised that anyone
    would find the "R&D" ad ambiguous. I thought it was one of the most
    understandable/less cryptic of the lot...
    
    As far as the "Speed" ad: the overall message of that ad seemed pretty
    clear as well: Digital Sells The Fastest Computers. If your average Joe 
    Lunchbucket doesn't know what a server is, fine: we're not selling servers 
    with the ad, we're "selling" a general concept.
    
    The IM people with signature authority know what a server is, and if we
    make the right impression, they may come asking for more information...

    re:  several in this string and a whole lot of other notes - b!tch,
    moan, complain - I guess that's what keeps bringing me back to Notes -
    it's so entertaining!  :^)
    
    Anyway, I had seen one or two of the commercials before this Sunday. 
    Then between two football games and 60 Minutes (I know, I watch too
    much TV!), I saw 4 Digital commercials plus heard the "this football
    game is sponsored by Digital, among others". 
    
    When I first heard the guitar in the commercials, it caught my
    attention, and then I figured out it was our commercials.  Now, when I
    hear that guitar, I KNOW it's a Digital commercial!  
    
    That's advertising working at its best.......
    
    TJ

My 3 oldest kids (11,8 and 6) recognize the music now.  My 8 yr old will even come into the room to watch.  He
likes the "Hell Has Our Phone Number" add....

The two year old could care less.. He just wants to watch Elmo...   I'm working on him though :-)

Dave V

         <<< HUMANE::DISK$CONFERENCES:[NOTES$LIBRARY]DIGITAL.NOTE;1 >>>
                        -< The Digital way of working >-
================================================================================
Note 3306.95                Good advertising or NOT!                    95 of 95
CSSE::VAUGHAN "All it takes is a point of light"      6 lines  20-DEC-1994 10:45
                    -< my kids recognize the music now... >-
--------------------------------------------------------------------------------
My 3 oldest kids (11,8 and 6) recognize the music now.  My 8 yr old will even
come into the room to watch.  He likes the "Hell Has Our Phone Number" add....

The two year old could care less.. He just wants to watch Elmo...   I'm working
on him though :-)

Dave V

    First of all, FWIW I don't believe in Hell, but there are people who
    do, very literally--and I'm sure there are quite a few people out there
    who will be offended by Digital's cavalier linking of its name with
    Hell.
    
    Secondly,
    .76> To me, "hell has our phone number" means: In a place where total
       > chaos reigns, nothing goes right, and everybody is miserable,
    
    There's one definition of Hell.  Are we proud that a place like that
    has our phone number (and presumably uses it)?  Does anyone think that
    the CEO of (from? :-} ) Hell *wants* Hell to get organized?????!
    
    Anyone have a pointer to an official rationalization--er, explanation
    of the Hell line?
    
    Leslie

    re: .97
    
    I feel compelled to chime in on this topic about "Hell has..."
    
    Have you ever heard, or used, the expression: "Work was Hell last night?
    or "We had a hell of time getting the new system to come on-line."  or
    "The aftermath of the (fill-in-the-blank-with-your-favorite) disaster
    looked a scene from Hell."
    
    Imagine yourself as a person with the responsibility for a lot of
    computing resources.  Imagine that you're afraid of the 'hell' (or bad
    time) you're going to experience in the event of a disaster or just
    upgrading all your systems from version n to n.1 of an important piece
    of software or hardware...
    
    We want our current and potential customers to know that "When you're
    experiencing your little (or big) computing hell you can just give us a 
    call, and we'll bail you out."
    
    Bruce
    

    "Hell speaking."
    
    "Ehhh, hell...hello..."
    
    "How can we help you?"
    
    "Well, we seem to have a slight hitch here, one of our computers is
    acting up a little now and then."
    
    "Flooding?"
    
    "Sorry?"
    
    "Do you have flooding?"
    
    "Ehhh...no, not really."
    
    "Earthquake?"
    
    "Not exactly, no."
                       
    "Drought? Fire? Meltdown? Locust Plague? Armageddon? Direct nuclear
    hit?"
    
    "No, I'm sorry, none of those things really...we just have..."
    
    "Are you _sure_ you're calling the right number?"
    
    "Well, isn't this Digital sup..."
    
    "Yes, yes, but this is our HELL number, you see."
    
    "Your HELL number?"
    
    "Yes, you know. _True_ calamities. Meteor impact. Tsunamis. Dinosaur
    extinction. Death by water torture."
    
    "Oh..yes..ehhh... about this hitch..."
    
    "So no solar implosion or accelerated continental drift then?"
    
    "No, damn it, about this hi..."
    
    "Well, we're sorry, but we really have to keep the line open for the
    real support cases. Thank you for calling...Beep Beep Beep"
    
    "Hello, hello?...HELL"