Dr. Cowpland: In Canada, do you use the term "B Movie" to describe a low budget, mediocre, and low quality film? Well, Corel's advertising efforts could be likened to "B Movies" in America. Even the recent "upgrade" of the "100 Reasons" TV commerical is simply "B" rated.
For example, there are no "people" in Corel ads. No "catchy" or appropriate music. Its all just fast paced graphic images and noise. They are not even good enough to keep people's attention on the ad. I can't figure out who the targeted audience is. These ads don't even come close to creating positive public perceptions about Corel, WordPerfect or whatever. In short, whatever the intended messages are, they are not getting through.
Its going to be very tough to break the Microsoft stranglehold on Suite sales without triggering emotions in people. Remember, TV time costs the same, no matter what is put on the air. Corel needs to go for total quality productions to change the public perception that "Microsoft is the only game in town." Get people excited to buy WordPerfect through the proper and effective use of the TV medium.
The packaging of Corel products needs to be enhanced, improved, and made to apprear totally "professional" and businesslike on the shelves, in magazines, catalogues, etc. Presently, the packaging is Grade "B." Of course its "whats in the box" that counts, but Corel already has a great Suite. Make it look so good in the box,and the documentation so appealing that, shall I say, "that you can taste it." A few years ago, Microsoft changed their packaging to a very no-nonsense white box with blue text. That has changed to blue-sky with clouds, and now back to white with "puzzle pieces" that fit together. This can easily be outdone. Remember, the software that captures "industry status" usually sells best at retail, or through catalog too.
Corel's print ads are also Grade "B." Corel should expand its print advertising efforts to hit trade publications, like "California Lawyer," AMA Journal of Medicine, Construction publications, and certainly the big news magazines, Newsweek, Businessweek, Forbes, etc. Keeping a presence in the computer magazines is important, but this is inot where the "masses" are. Put emotion into the print ads, and not just graphics and text. Show people in various business settings. You get the picture, don't you?
Corel needs to create emotion for its products at the "grass roots" level. Specialized direct marketing can work wonders with special offers to entice people to "upgrade." I'll have more to say about this later. Thanks for listening.
Up,Up, & Away!
Scott
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