7
Apr
2009
Microsoft is acting like #2
A fairly new series of ads by Microsoft has really caught my attention.
First is Lauren, looking for a 17″ laptop under $1000:
Next is Giampaolo, who is looking for a hard-working, feature-rich laptop under $1500.
What strikes me as interesting is that Microsoft is spreading misconception and misinformation. There are two closely related areas of misinformation in these ads. First, that PC laptops give you the same features as Mac laptops for a lower price. Second, that Mac computers’ value is in style and appearance rather than in power. Anyone who compares the specs of Mac and PC laptops will find that, feature-to-feature, you don’t pay much more for Macs. And they’ll also find that Apple’s designs are not just decorative, they’re classic examples of form following function. In my estimation, misinformation is a rather desperate tactic, but it plays into two advertising motivators: Fear & greed. Fear of spending too much on a Mac. Greed in desiring the best features. Because of this, I have a feeling these Microsoft ads will be effective.
It’s a change in tactics for Microsoft. Consider another competitive situation: Burger King really made gains in market share when it started attacking McDonald’s. Their “Have it your way” campaign was huge in the 80s. McDonald’s was the leader. Burger King found a weakness and went after it mercilessly. Leaders focus on benefits & brand in advertising. I see focusing on competitors as a non-leading tactic. It’s a smart and fairly obvious #2 tactic. More examples: Ford compares itself to Honda in quality. Avis tries harder because, as #2, they have to try harder. Now Microsoft is going after Apple, even though Microsoft is still way ahead of Apple in market share. But Apple is no longer the tiny flea it was 10 years ago. It’s become a pretty big thorn in Microsoft’s side, and Microsoft is concerned.
This is great. Competition will improve the competitors. Maybe we’ll get more inexpensive Macs. Hopefully we’ll get a less clunky Windows OS. I think everyone wins. Heck, if Microsoft gave you $1500 to buy a PC, wouldn’t you?
I’d buy it, but then quite honestly I’d probably sell it on ebay. I try to be all non-fanboy about it, but I actually get upset when I’m forced to use a PC for too long.
To be honest, I’d probably give it to Merry. Of course, then I’d have to make a weekly practice of checking it for malware, etc. I’ve got Windows on my MacBook Pro (Fusion), so I don’t really need a separate Windows machine.
just saw this. apparently Lauren is an actress (who knew..): http://i.gizmodo.com/5190861/someone-found-microsofts-lauren-and-shes-an-actress
I’m surprised that I’m not more surprised to hear this about Lauren. I guess I unconsciously assumed that these everyday people were actors.
I also heard that Lauren uses a Mac. I heard it from myself. Just now. But it might be true.
What I love to convince non-Mac users is that you can run all your PC stuff – if you’re desperate enough to – NATIVE on a Mac (just using Parallels). And it runs as fast if not faster than on a PC. 2 computers for 1. That logic convinced our entire church staff to switch (and they LOVE it now).
Microsoft has always been the king of FUD: Fear, uncertainty, and doubt. It has been quite effective in their business dealings, and now they are bringing it to their consumer adverts.
But I have to disagree with your contention that “feature-to-feature, you don’t pay much more for Macs.” Of course, it is hard to compare the two exactly, but I just priced a Dell Vostro and a Macbook with following specs:
2.66 GHz Core 2 Duo processor with 1066 Mhz FSB
4 GB RAM
500 GB hard drive (the Dell is faster).
15.4″ screen (not sure if the resolutions match)
Dell: $1326. Mac: $1999. I find that significant.