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People wonder why Microsoft are so successful. Well I can give you two reasons. Firstly they're persistent, their software might suck to start off with but they stick with it and eventually come up with something which isn't half bad. That's the worry for most Unix centred companies, Windows NT isn't too great now, but by version 5 or 6? This is a media column though, not a technical one, which is why I'm going to concentrate on the second reason I can think of. Clever marketing. I'm sure its been said before, but its worth saying again. Clever marketing. Get it? Microsoft maintain constant visibility, even if nothing much is happening in Redmond, they'll make something happen. Even if its a beta release, a little patch, a new font or an announcement that Bill's baby belched, they'll let us know about it. They'll remind us of where we want to go today in print and with loads and loads of banners. This is the way to do it. There is nothing worse than what some companies like Sun have done. Really really high profile with Java adverts absolutely everywhere and then nothing at all - nada. Of course nobody expects companies to sustain marketing blitzes year round, reserve those for special events (e.g. Windows95 launch) but it is important to maintain a visible profile so people remember who you are, why you're important and that you are actually still there and no, you haven't filed for bankruptcy. Problem is, its expensive, particularly if you want to do it on the same scale as Microsoft does. But you can do it on a lesser scale with press releases and a couple of ads a month (as opposed to Microsoft's millions of banners, press releases etc etc). Just remember, to paraphrase the estate agent - "Marketing, marketing, marketing." It'll work wonders for your business, it did for friend Bill. |
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by Jason P. Kitcat [e-mail him] |
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