Remember 1995, when everyone didn't have a PC, tablet or smart phone? It was a time when people were getting excited about the summer launch of Windows 95. Many people bought Windows 95 because other people were buying it, and one guy even purchased a copy just to be part of the craze — he didn't even own a PC. Yet this seems to be the way that Microsoft and its partners still think advertising works.
If you advertise it, they will come. In this lame ad (above), a Best Buy employee is beta testing a Surface RT tablet from Microsoft. Because it comes with Word, Excel and a USB port it has “completely changed” the way he works on cars.
Really? I wonder how he ever worked on cars before Surface RT?
It is amazing to watch how ignorant Best Buy and Microsoft think consumers are when it comes to technology. Judging by this ad, they must think consumers are complete idiots. The mentality is staggeringly stupid, and assumes that since this type of advertising worked in 1995, then it's bound to work again in 2013.
And herein lies Microsoft and Best Buy's major issue. Consumers are no longer lost on tech. The only impact these ads have are on kids below age 8 and adults over 60. The rest of the population is insulted and mostly ignores such insipid advertising. Best Buy is behind the times, Microsoft is inept, and both are desperately trying to act relevant. Running ads that might have worked 20 years ago but have no chance at selling product in today's tech savvy world is a horrible business strategy and flat out awful marketing.
Microsoft still functions with the belief that it can be years late to a market, deliver an average product, and if it advertises the heck out of it, they will dominate that industry. The only problem with Microsoft's mentality is that it only works in the fairlyland world called Redmond, Washington. Meanwhile, the rest of humanity discovers what works for their friends and family. They email, Tweet, FaceBook and read online reviews (for those at Microsoft, an online review is something you will find on a thing called the internet... oh, never mind).
Best Buy will take any co-op advertising dollars they can from Microsoft, Samsung, or HP. On Monday, Microsoft announced it had partnered with Best Buy to build 500 Microsoft Windows stores within the big box retailer — an effort to showcase Microsoft's latest Windows offerings. If you are wishing for horrific sheeple advertising to go away any time soon, or for super models dressed up like ridiculous hip-hop business professionals to quit dancing on boardroom tables with Surface RT tablets, don't count on it. But if you want to know what the face of tomorrow will look like, from a company that truly gets it, then go here. You'll feel much better knowing 1995 is only a few years away from actually staying there, once and for all.
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