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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