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Non-Tech : Iomega - A Civil Discussion
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To: D.J.Smyth who wrote (1228)5/1/1997 6:31:00 PM
From: Trakker   of 1908
 
RE: 4" Square Testimonial Advertising

Darrell,

I'd have to disagree with you on the logic behind doing this. The Jaz product is in a point of its product lifecycle where it has evolved from being a nice product for the technology enthusiast/innovator to where the next layer of buyer needs reassurance that this is a product that the peers within their industry would endorse.

Jaz is obviously still a vertical market product and may never become a mainstream product. By adding endorsements from leading personalities within a field that has an affinity for high capacity removable storage you will add credibility leading to revenue.

For instance, a lyricist may be more enclined to buy a Jaz product over a SyJet simply because s/he has seen an ad where Don Was endorsed the product. Simple testimonial advertising.

As far as the "Whats on your Powerbook". Iomega is a personal storage solutions company. They're whole focus is to make a connection with the customer and to build a relationship once they've have a customer under their umbrella (leading to higher tie ratios). By employing a campaign of "What can you fit into a 4" Square" they will personalize/humanize a boring storage product, similar to "It's Hip, It's Zip" or "It's not your data, It's your Stuff" ads that launched the Zip drive.

Just the thoughts of a marketing geek.
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