Path: utzoo!attcan!uunet!super!udel!rochester!cornell!mailrus!purdue!decwrl!nac.dec.com!plouff From: plouff@nac.dec.com (Wes Plouff) Newsgroups: comp.sys.amiga Subject: Leo's Flame at Marketroids (was: Amigas in Cinema) Message-ID: <8809131652.AA03961@decwrl.dec.com> Date: 13 Sep 88 19:01:00 GMT Organization: Digital Equipment Corporation Lines: 78 Even at 2 AM, under deadline pressure, Leo, you're right on target. To sell millions of Amigas, Commodore has to have an Image, capital I. We all have personal images of Apple, IBM, Compaq, Atari, even of my employer. All were put there very carefully by the marketroids from each company. And it wasn't just through advertising. But what is the general computer buying public's image of Commodore? If any? Now the trade and general press are starting to call the Mac II a perfect platform for desktop video. Geez, why doesn't C-A marketing jump on it? Here is _the_ application to propel Amy to millions of units sold. And what do we get? Print ads in video magazines. At the risk of bringing back last year's "great ads are simple" discussion, here are a couple of ideas which illustrate Commodore's corporate and technical strong points. Imagine live-on-tape commercials, graphics all by Amy, a little improvised feel. +++ Advertisement number 1: ANNOUNCER: [Standing in front of an Amiga 500, VCR and monitor.] What does it cost to get into desktop video production? Our competitors say, spend five, ten, fifteen thousand dollars or more. We say, take this $800 Amiga 500, plug this composite video adapter into the computer and your VCR [plugs cable into VCR], and start your program. [Clicks on icon. CUT to VCR output. Program runs awhile while announcer describes features.] ANN: Didn't get that? [Fast rewind VCR on-screen, then forward again. Announcer describes more features.] The Commodore Amiga -- complete desktop video systems from about $1500. +++ Advertisement number 2: ANNOUNCER: Here's desktop video for your budget with the Commodore Amiga. Here's what you get for $1500... [Demonstrate capabilites of A500 setup.] Here's what you can do for $3500... [More sophisticated effects using A2000.] And here's what you can create for $5500... [Killer live action-graphics-animation mix] These are complete prices including hardware and software. Cameras, VCRs, and musical instruments sold separately. All the images in this commercial were created using Amigas and products available today. Write to us and we'll tell you exactly how we did it. +++ Now, compare these sketches with the rising-from-the-mist commercial shown several months ago. What Images of C-A does each create? The booklet mailed to people who answer Advertisement 2 could include lists of products used, setup and cabling diagrams, short step-by-step descriptions of the process, and a price list for the products in each of the three setups. Even though many readers wouldn't understand a lot of it, think of the import of a pamphlet that tells how _one person_ can duplicate a network TV ad using affordable equipment. What Image of the Amiga does this create? We techies, as Leo says, look at the other boxes and realize how little there is inside to justify their reputations. But why are the Commodore marketeers so afraid to try something creative, like image-oriented ads, events, seed units to Big Names, commissioned projects, exposure to the press? Not all these things require big bucks. Is it really _that hard_? -- Wes Plouff, Digital Equipment Corp, Littleton, Mass. plouff%nac.dec@decwrl.dec.com Disclaimer: These opinions are mine, and do not necessarily reflect the views of my employer.