Comments for jenniferleclaire.com http://www.jenniferleclaire.com/blog Jennifer LeClaire : Writer, Editor, Project Manager Thu, 28 Aug 2008 18:15:31 +0000 http://wordpress.org/?v=2.0 Comment on $10M for Jerry Seinfeld May — or May Not — Help Microsoft by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44757 Sat, 23 Aug 2008 13:30:05 +0000 http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44757 Curiosity. Which I think bodes well for Microsoft, because I don't think I'm alone. What's he going to do? What's he going to come up with? True, he's been out of the mainstream for a bit, and while Bee Movie didn't do well, it was different for him and the trailers were pretty funny. And he did a funny stint on 30 Rock that was a little different too. So what he has been doing isn't standard stuff. What that means is I think that people will be very curious to see what he does. And while I don't connect him with technology at all, it's irrelevant really. His whole act is about human behavior, and that's where I'd expect he'll go with anything he does. The issue becomes will he do something worthy of my curiosity? If the spots are unfunny or uninteresting, or in any way typical, they'll lay a huge egg. My guess though is that Microsoft gave him free reign to do whatever he wants, as they should. No other reason to use him. So, I will be one of likely many people to actually search for the spots online once they come out so I can see the whole campaign. Seinfeld is a great comedian. This will be like a new release. A guaranteed home run? Not at all. But a guy I'd be excited about having at the plate. I for one, as well as Microsoft no doubt, hope he doesn't bomb. That's my two cents. Jay Nelson Creative Director/Principal Sprague Nelson Advertising 119 Braintree Street Suite 505 Boston, MA 02134 w: 617-782-6300 ext 301 c: 617-640-7530 f: 617-830-0338 jay@spraguenelson.com Curiosity. Which I think bodes well for Microsoft, because I don’t think I’m alone. What’s he going to do? What’s he going to come up with? True, he’s been out of the mainstream for a bit, and while Bee Movie didn’t do well, it was different for him and the trailers were pretty funny. And he did a funny stint on 30 Rock that was a little different too. So what he has been doing isn’t standard stuff. What that means is I think that people will be very curious to see what he does. And while I don’t connect him with technology at all, it’s irrelevant really. His whole act is about human behavior, and that’s where I’d expect he’ll go with anything he does. The issue becomes will he do something worthy of my curiosity? If the spots are unfunny or uninteresting, or in any way typical, they’ll lay a huge egg. My guess though is that Microsoft gave him free reign to do whatever he wants, as they should. No other reason to use him. So, I will be one of likely many people to actually search for the spots online once they come out so I can see the whole campaign. Seinfeld is a great comedian. This will be like a new release. A guaranteed home run? Not at all. But a guy I’d be excited about having at the plate. I for one, as well as Microsoft no doubt, hope he doesn’t bomb.

That’s my two cents.

Jay Nelson
Creative Director/Principal
Sprague Nelson Advertising
119 Braintree Street
Suite 505
Boston, MA 02134
w: 617-782-6300 ext 301
c: 617-640-7530
f: 617-830-0338
jay@spraguenelson.com

]]> Comment on $10M for Jerry Seinfeld May — or May Not — Help Microsoft by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44711 Fri, 22 Aug 2008 20:39:57 +0000 http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44711 It will draw from the non-hip crowd, slow-adopters. Not their best move for $10m. iPod and iPhone have the Gen X, Y, and Zers. Do they intend on built-in obsolescence not only of Windows but also of the entire brand? Lin Ennis Sedona Marketing Maven www.LetYourMortgageMakeYouRich.com It will draw from the non-hip crowd, slow-adopters. Not their best move for $10m. iPod and iPhone have the Gen X, Y, and Zers. Do they intend on built-in obsolescence not only of Windows but also of the entire brand?

Lin Ennis
Sedona Marketing Maven
www.LetYourMortgageMakeYouRich.com

]]> Comment on $10M for Jerry Seinfeld May — or May Not — Help Microsoft by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44710 Fri, 22 Aug 2008 20:39:26 +0000 http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44710 Whatever it is that Microsoft is trying to achieve by using Jerry Seinfeld and the other celebrities in their new Vista campaign, they have already achieved one thing: attracting publicity. And that's half the battle won. Because Microsoft has been drowned out of the Apple-dominated conversation for the past year or so. - Will it succeed? Well, putting celebrities in ads is no longer the automatic home run that it was 20 years ago (see: Gap). Some of the reason for that is that the consumer - particularly the younger one - is a heck of a lot more savvy than they once were. They aren't under any misguided impression that a celebrity endorsement is either real or meaningful. They make up their own minds. That's some of the reason that the Apple ads work so well: people don't view them as "hard sell", but rather as a funny, approachable way of presenting true information. It allows them to make up their own minds. - So the question may not be whether Jerry Seinfeld - the celebrity - is the right approach, but whether he's going to be saying something that consumers are interested in hearing. Will he allow Microsoft to enter the conversation again? Can he make them relevant? Vikki Garrod, Head of Brand Strategy at Mortar http://www.mortaragency.com/agency/index.shtml Whatever it is that Microsoft is trying to achieve by using Jerry Seinfeld and the other celebrities in their new Vista campaign, they have already achieved one thing: attracting publicity. And that’s half the battle won. Because Microsoft has been drowned out of the Apple-dominated conversation for the past year or so.

- Will it succeed? Well, putting celebrities in ads is no longer the automatic home run that it was 20 years ago (see: Gap). Some of the reason for that is that the consumer - particularly the younger one - is a heck of a lot more savvy than they once were. They aren’t under any misguided impression that a celebrity endorsement is either real or meaningful. They make up their own minds. That’s some of the reason that the Apple ads work so well: people don’t view them as “hard sell”, but rather as a funny, approachable way of presenting true information. It allows them to make up their own minds.

- So the question may not be whether Jerry Seinfeld - the celebrity - is the right approach, but whether he’s going to be saying something that consumers are interested in hearing. Will he allow Microsoft to enter the conversation again? Can he make them relevant?

Vikki Garrod, Head of Brand Strategy at Mortar http://www.mortaragency.com/agency/index.shtml

]]> Comment on $10M for Jerry Seinfeld May — or May Not — Help Microsoft by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44709 Fri, 22 Aug 2008 20:38:39 +0000 http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44709 My names is Kevin Stirtz, the Amazing Service Guy. My prediction: the Seinfeld ads will not have much impact on what people think of Microsoft. Here's why: My expertise is customer loyalty and loyalty is based on what people think of a company. What they think of a company is largely based on their experiences with it. I called these POEs (points of experience). Advertising and marketing can influence what people think about a company but it needs to be in ALIGNMENT with how the company behaves, how they do things and how they treat people. A company's reputation is built on what they do, not what they say. So even though Jerry Seinfeld will make people laugh with some entertaining commercials, that alone will not change how people think and feel about MS. Because it will not change how MS actually does things. If the Seinfeld ads accompanied big changes in the culture and operations of MS then they might help influence what we think about the company. But I don't see that happening. Kevin Stirtz The Amazing Service Guy http://www.AmazingServiceGuy.com 952-212-4681 My names is Kevin Stirtz, the Amazing Service Guy.

My prediction: the Seinfeld ads will not have much impact on what people think of Microsoft.

Here’s why:

My expertise is customer loyalty and loyalty is based on what people think of a company. What they think of a company is largely based on their experiences with it. I called these POEs (points of experience).

Advertising and marketing can influence what people think about a company but it needs to be in ALIGNMENT with how the company behaves, how they do things and how they treat people.

A company’s reputation is built on what they do, not what they say.

So even though Jerry Seinfeld will make people laugh with some entertaining commercials, that alone will not change how people think and feel about MS. Because it will not change how MS actually does things.

If the Seinfeld ads accompanied big changes in the culture and operations of MS then they might help influence what we think about the company. But I don’t see that happening.

Kevin Stirtz
The Amazing Service Guy
http://www.AmazingServiceGuy.com
952-212-4681

]]> Comment on $10M for Jerry Seinfeld May — or May Not — Help Microsoft by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44708 Fri, 22 Aug 2008 20:31:24 +0000 http://www.jenniferleclaire.com/blog/2008/08/22/10m-for-jerry-seinfeld-may-or-may-not-help-microsoft/#comment-44708 It depends on who Microsoft is hoping to hit with these ads. I see the largest hit to their current product adoption is from the younger Demo who are switching to the Mac platform and Linux (newer budget computers are coming pre-loaded with Linux based OSs now). Seinfeld is a comedian who’s show ended 10 years ago. If Microsoft is hoping to hit the 18-25 demo, they have backed the wrong horse. There are plenty of “Cooler” more culturally relevant comedians that could add the flavor to the Microsoft products to compete on the MAC level. If MS is trying to maintain their dominance in the business world and hit the 26-45 demo, it could be a good choice for them. However, Seinfeld has never been a “Cool” guy so it really depends on how they use him in the new spots. If they were to flip it and do ads where Seinfeld represented a “Pretentious Mac User” they may have something. In the business adoption of their products, it is really based on supporting software applications. As so many software packages are becoming open source, web enabled or web only – it means more flexibility and choice in operating systems. Now is the time for MS to say, “We are better, and cooler, more flexible than MAC and here is why” or “If MACs were so great, why are they pretending to be PCs?” approach. MAC ads were edgy and PC ads were staid and flat. The Gates Company need to come out swinging in order to maintain their slipping market share. Seinfeld is not the “Ambassador of Cool and Edgy” and may not be able to effectively back that message. Tony Mannor President/CEO Andermahr & Company Tony@andermahrketing.com It depends on who Microsoft is hoping to hit with these ads. I see the largest hit to their current product adoption is from the younger Demo who are switching to the Mac platform and Linux (newer budget computers are coming pre-loaded with Linux based OSs now).

Seinfeld is a comedian who’s show ended 10 years ago. If Microsoft is hoping to hit the 18-25 demo, they have backed the wrong horse. There are plenty of “Cooler” more culturally relevant comedians that could add the flavor to the Microsoft products to compete on the MAC level.

If MS is trying to maintain their dominance in the business world and hit the 26-45 demo, it could be a good choice for them. However, Seinfeld has never been a “Cool” guy so it really depends on how they use him in the new spots. If they were to flip it and do ads where Seinfeld represented a “Pretentious Mac User” they may have something.

In the business adoption of their products, it is really based on supporting software applications. As so many software packages are becoming open source, web enabled or web only – it means more flexibility and choice in operating systems. Now is the time for MS to say, “We are better, and cooler, more flexible than MAC and here is why” or “If MACs were so great, why are they pretending to be PCs?” approach. MAC ads were edgy and PC ads were staid and flat. The Gates Company need to come out swinging in order to maintain their slipping market share.

Seinfeld is not the “Ambassador of Cool and Edgy” and may not be able to effectively back that message.

Tony Mannor
President/CEO
Andermahr & Company
Tony@andermahrketing.com

]]> Comment on Wiley Releases Web Analytics For Dummies by Latayne C. Scott http://www.jenniferleclaire.com/blog/2007/05/26/wiley-releases-web-analytics-for-dummies/#comment-43584 Mon, 28 Jul 2008 20:41:04 +0000 http://www.jenniferleclaire.com/blog/2007/05/26/wiley-releases-web-analytics-for-dummies/#comment-43584 Boy, Jennifer, you have always been a "pro" at managing writing projects -- I'm not a bit surprised that you have a book out on such a needed subject, too. Keep up the good work! Latayne C. Scott www.latayne.com Boy, Jennifer, you have always been a “pro” at managing writing projects — I’m not a bit surprised that you have a book out on such a needed subject, too. Keep up the good work! Latayne C. Scott
www.latayne.com

]]> Comment on Toshiba Vaults 100 GB Barrier With 1.8-Inch HDD by paisutthifs http://www.jenniferleclaire.com/blog/2006/12/06/toshiba-vaults-100-gb-barrier-with-18-inch-hdd/#comment-37900 Fri, 28 Mar 2008 13:47:31 +0000 http://www.jenniferleclaire.com/blog/2006/12/06/toshiba-vaults-100-gb-barrier-with-18-inch-hdd/#comment-37900 Do you know if some company use the same marketing concept as <a href="http://astore.amazon.com/buy-webkinz-dog-frog-20" rel="nofollow">Webkinz</a>? I'm writing a few articles right now and want to get some info and opinions. Do you know if some company use the same marketing concept as Webkinz?

I’m writing a few articles right now and want to get some info and opinions.

]]> Comment on Poor or Broke? by Robin G http://www.jenniferleclaire.com/blog/2007/06/26/poor-or-broke/#comment-37875 Fri, 28 Mar 2008 00:28:14 +0000 http://www.jenniferleclaire.com/blog/2007/06/26/poor-or-broke/#comment-37875 I'm so glad this situation is only temporary! I’m so glad this situation is only temporary!

]]> Comment on Google Analytics Updates for Web 2.0 by My Ghillie » Google Analytics Updates for Web 2.0 http://www.jenniferleclaire.com/blog/2007/10/18/google-analytics-updates-for-web-20/#comment-29878 Thu, 18 Oct 2007 17:52:45 +0000 http://www.jenniferleclaire.com/blog/2007/10/18/google-analytics-updates-for-web-20/#comment-29878 [...] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here&#8217;s a quick excerptWith the eMetrics Summit underway in Washington, D.C., Google took advantage of the captive audience of industry analysts and Web analytics gurus from Fortune 500 companies to announce changes to its platform.On Tuesday, Google introduced new features to Google Analytics, including site search reporting and event tracking, and an updated version of Urchin software . The company said the enhanced&#8230; understand visitor behavior. Google continues to expand the capabilities of its analytics solution [...] […] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerptWith the eMetrics Summit underway in Washington, D.C., Google took advantage of the captive audience of industry analysts and Web analytics gurus from Fortune 500 companies to announce changes to its platform.On Tuesday, Google introduced new features to Google Analytics, including site search reporting and event tracking, and an updated version of Urchin software . The company said the enhanced… understand visitor behavior. Google continues to expand the capabilities of its analytics solution […]

]]> Comment on Precedent-Setting Piracy Case Begins by John http://www.jenniferleclaire.com/blog/2007/10/08/precedent-setting-piracy-case-begins/#comment-29365 Mon, 08 Oct 2007 15:40:41 +0000 http://www.jenniferleclaire.com/blog/2007/10/08/precedent-setting-piracy-case-begins/#comment-29365 Well, she lost big and I was very much surprised by the outcome ($220,000). That kind of money will be hard if not impossible for her to raise. In any case, it will just cause people to shift away from Kazaa (which is what she used) and towards legal file-sharing alternatives such as GigaTribe. GigaTribe is legal since you only share with people you know: http://www.gigatribe.com Well, she lost big and I was very much surprised by the outcome ($220,000). That kind of money will be hard if not impossible for her to raise. In any case, it will just cause people to shift away from Kazaa (which is what she used) and towards legal file-sharing alternatives such as GigaTribe. GigaTribe is legal since you only share with people you know: http://www.gigatribe.com

]]> Comment on Two Johns, No Waiting by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2006/03/17/two-johns-no-waiting/#comment-18256 Thu, 12 Jul 2007 18:04:38 +0000 http://www.jenniferleclaire.com/blog/2006/03/17/two-johns-no-waiting/#comment-18256 Hi, Gerry, It's possible. I suppose I could tape it from my end, though admittedly, for all my tech guruness, I'm not sure how to get the files uploaded permanently. If you have a solution, please do ante up your best advice. Jennifer Hi, Gerry,

It’s possible. I suppose I could tape it from my end, though admittedly, for all my tech guruness, I’m not sure how to get the files uploaded permanently. If you have a solution, please do ante up your best advice.

Jennifer

]]> Comment on Two Johns, No Waiting by Gerry http://www.jenniferleclaire.com/blog/2006/03/17/two-johns-no-waiting/#comment-18240 Thu, 12 Jul 2007 15:30:20 +0000 http://www.jenniferleclaire.com/blog/2006/03/17/two-johns-no-waiting/#comment-18240 Jennifer, Would it be possible to download "day-after" podcasts of the show on your site? I am asking for myslef and on behalf of those of us who are interested in hearing what you have to say and dont live in the St. Louis area. Jennifer,

Would it be possible to download “day-after” podcasts of the show on your site? I am asking for myslef and on behalf of those of us who are interested in hearing what you have to say and dont live in the St. Louis area.

]]> Comment on Gerry? Are You Really Reading? by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2007/07/11/gerry-are-you-really-reading/#comment-18133 Wed, 11 Jul 2007 21:15:03 +0000 http://www.jenniferleclaire.com/blog/2007/07/11/gerry-are-you-really-reading/#comment-18133 OK, world. Can you see why I love this man? Add poetic genius to his list of accomplishments. :-) OK, world. Can you see why I love this man? Add poetic genius to his list of accomplishments. :-)

]]> Comment on Gerry? Are You Really Reading? by Gerry http://www.jenniferleclaire.com/blog/2007/07/11/gerry-are-you-really-reading/#comment-18131 Wed, 11 Jul 2007 21:08:57 +0000 http://www.jenniferleclaire.com/blog/2007/07/11/gerry-are-you-really-reading/#comment-18131 Indeed, your blogs I do read. I cannot stop at one but I must read them all. I will read them in a box. I will read them with a fox. I will read them in a house. I will read them even with a mouse. I will read them here or there. I will read them anywhere. I will read them while I eat green eggs and ham. I do like them, Gerry-I-am. Indeed, your blogs I do read.
I cannot stop at one but I must read them all.
I will read them in a box.
I will read them with a fox.
I will read them in a house.
I will read them even with a mouse.
I will read them here or there.
I will read them anywhere.
I will read them while I eat green eggs and ham.
I do like them, Gerry-I-am.

]]> Comment on Wiley Releases Web Analytics For Dummies by Jennifer LeClaire http://www.jenniferleclaire.com/blog/2007/05/26/wiley-releases-web-analytics-for-dummies/#comment-17928 Mon, 09 Jul 2007 14:40:03 +0000 http://www.jenniferleclaire.com/blog/2007/05/26/wiley-releases-web-analytics-for-dummies/#comment-17928 The answer is, "it depends." Delegating to an outside expert can be expensive, so it depends on your budget -- and your goals. It depends on how aggressive you are about getting web site results. It depends on how much time you have to get more familiar with the tool. It depends. The bottom line, though, is that the web analytics are only half the equation. You also need to be prepared to make changes to your site; to optimize to boost conversions. That's what Pedro and I are working on now... how to design to boost conversions. Web analytics is the baseline, but it's not the end all. I'd suggest learning the tool yourself and seeing what you can glean from it, unless you have more time than money. The answer is, “it depends.” Delegating to an outside expert can be expensive, so it depends on your budget — and your goals. It depends on how aggressive you are about getting web site results. It depends on how much time you have to get more familiar with the tool. It depends.

The bottom line, though, is that the web analytics are only half the equation. You also need to be prepared to make changes to your site; to optimize to boost conversions. That’s what Pedro and I are working on now… how to design to boost conversions. Web analytics is the baseline, but it’s not the end all.

I’d suggest learning the tool yourself and seeing what you can glean from it, unless you have more time than money.

]]>