A Conversation with Scott Kraft on Sun's Innovative Advertising Campaign

A Conversation with Scott Kraft on Sun's Innovative Advertising Campaign

Scott Kraft is Sun's Vice President of Marketing

Sun recently launched a new advertising campaign. How did the "Why Not" idea originate?

We took a close look at the marketplace - and focused on what customers really need in this business environment. IT customers are more focused than ever on simplification and cost savings. Companies spent $1.2 trillion on information technology during the height of the boom, but many experienced little ROI and, as a result, they are now more cautious about spending than ever before. Some 58 percent of companies spent less on IT than planned in 2003 - and 43 percent of companies actually lowered their budgets mid-year.* With this in mind, we wanted this new campaign to focus on customers' cost-driven concerns. And really, why not focus on this core customer need?

What was the reasoning behind the campaign?

Sun recognizes that the requirements for success today are very different from those of the boom years. We have adopted a customer-centric, value-driven approach in our marketing efforts. Our "Why Not" campaign is also very focused. We're talking to customers. We don't view it as a good use of our shareholders' resources to try and speak to everyone.

We hope that the "Why Not" campaign will help to engage our current and prospective customers in a dialogue -- by asking questions that clearly and simply address their need for reduced costs and complexity. The new campaign features ads that pose savings-related questions to customers, such as "Why not get state-of-the-art technology at state-of-the-economy prices?" or "Why not make computers manage their own complexity?" We've trimmed the glitz and glamour in favor of a straightforward tone. Customers are being bombarded with messages and content. Using simple, direct language that is easy to understand and resonates with customers, we're working to connect with customers and more directly address their needs.

How is Sun's "Why Not" campaign different?

Many technology marketers are implementing ad-marketing campaigns that ignore customers' need for cost savings - and are using scare tactics that aren't resonating with customers. Marketing programs like these - which don't address customers' cost-driven concerns and relentlessly focus on driving sales - have backfired and are perpetuating a crisis of confidence in the technology industry. Campaigns that don't address customers' needs make it difficult for customers who are already cautious about trusting IT manufacturers.

Sun is raising questions with customers that no other technology manufacturer is asking: How can we help our customers reduce costs? And why can't we make computers manage their own complexity? We believe in engaging customers in a dialogue by using simple, direct language. Advertising should drive customers to a more detailed conversation. It's about creating a dialogue. One-dimensional ad campaigns are dead, and we're surprised that HP and others continue to not grasp this.

We also have clear integration with the Web. Our melded print-Web campaign blends high-tech with high-touch. Sun's print ads are driving customers to whynot.com, where they've learning about how Sun can help customers achieve lower costs. We've already seen great response from our customers online.

The bottom line is that we believe that ads should invigorate, educate and stimulate the customer. We're creating a clear connection between products and customer benefits. These aren't the times for effusive ad campaigns. It isn't about who we do business with. It's about what our customers get from using our products - and how they benefit. We want to help customers make informed decisions about IT spending and achieve lower costs and less complexity -- and we are giving them tools to do so.

What are your goals for the campaign?

We hope that this campaign will help deepen our existing relationships with current customers, and communicate to prospective customers that we understand their need for simplicity and saving money.

IT spending will only rise again if technology marketers address customers' core need for less cost and complexity. We at Sun hope to stimulate an industry-wide discussion on how tech companies can speak to these needs. It is only through an ongoing dialogue between tech marketers and their customers that we'll be able to meet customers' needs and ultimately see an IT comeback.

*According to recent estimates from Morgan Stanley

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