Is There Really Any Difference? Please!

Apple vs PC's and other Computer/Tech Messages

What the heck is Apple Computer thinking with these weird ads. You know the ones, they have a dumpy guy in a bad sports coat and tie to represent a PC and a guy in jeans, t-shirt and a hoodie to represent a Mac.

Okay the underlining message is that “Macs are cool, PC's are for nerdy accountant types”. Yes I get it, but why do they have to confuse the issue with misconceptions, half truths, omissions and plain old lies?

I find these ads amusing, if misleading, and I am not against using humor in ads, even ones for technical products. It does help in the entertainment value, it doesn't necessarily makes me want to buy the product, but I do feel entertained and I do watch them.

They are using old urban myths about PC's that were true back in the 1980's and 90's. Also they seem to leave out that the problems they attribute to PC's also happen to Macs.

There is the one where the PC is being upgraded, well they omit the fact that Mac's can't be upgraded without expensive technical expertise, and only by a certified Apple tech, if you are lucky enough to have one in your town, or by Apple Computers itself.

Another one that gets me is the one where they have a lady represent a new camera from Japan that works seamlessly with Mac but not with PC. Guess what most of the digital cameras I have owned never worked with a Mac, but did with a PC. Yes you have to load a driver, supplied by the manufacturer in the box, but how difficult is it to load a CD into a drive and let Windows load it automatically? Yet there are no provisions for the camera to work with a mac, and since they are USB the Mac software won't deal with them.

Oh yea did I mention the lack of software for the Mac, or how they have shut out the Freeware that is out there so you have to buy their expensive stuff (or expensive software from their preferred suppliers)? Yes I use a lot of Freeware/Shareware on my Windows machine and it works just fine thank you very much (like OpenOffice for my office suite, and The GIMP for image manipulation, which I was able to use in older versions of OS X, but not anymore thanks to Apple).

There is also that misconception that Macs are secure. Well they have just as many “Security Updates” as Windows. You just don't hear about them in the news as, well there is a lack of a user base so it doesn't register on any of the business shows or in the press.

Once upon a time there was a fundamental difference in the architecture of Macs and PC's. But that time is now over as Apple uses the same internal chips as PC manufacturers. The problem is that they haven't passed on the supposed savings o the consumer, keeping their units at the high end of the pricing structure. This makes many industry observers speculate that maybe Apple is trying to get away from the computer business with its low margins and transform into an entertainment business (Pixar, ipods, Apple TV and the Disney merger all seem to point this way)and just keep producing the computers for their ever loyal fan boys and girls. I am of the same ilk and it does make sense in these days where computers have all but become commodity items like Microwaves, TVs and toasters.

Don't get me wrong I have used Macs in the past and have enjoyed owning them. I always marveled at how comfortable the PowerBooks and iBooks were when using them. I thought OS 9 was a wonderful system, and OS X just seemed to take up the standard well. But they have tweaked it and taken out too much for it to be useful for my situation, so I am back to my PC. However their obsolescence rate is way higher than PC's so they are basically just nice conversation pieces.

What about the thing lurking in the shadow? You know its name as Linux. It has the same stability as OS X and works on PC's (in fact OS X is based on BSD which is similar to Linux in that both are UNIX clones). In fact on You Tube there is a series of videos parodying these commercials adding Linux into the mix and causing both Mac and PC great consternation. In fact this is the OS of choice for me, however it isn't for everyone as installing new software and utilities can be a headache, even when you know what you are doing. But someday a distribution will emerge that is as seamless as Mac and Windows OS's (possibly Novell as they are now partnering with Microsoft and have bought SuSe Linux).

But I digress...

Mahalo.

Would You Buy A Car From These People?

What are they thinking?

If the automobile manufacturers want to know the real reason for their poor sales they need to look no further than the garbage they call commercials.

Every time I watch a sporting event I am inundated with a billion ads for cars/trucks/SUVs/MiniVans. Each one seems to be for the same vehicle, but alas a different brand pops up at the end. I guess the auto companies have got together and colluded on the designs and are just out to confuse us poor people out here.

The thing that gets me is the lack of realism in these commercials. It's bad enough that each class of vehicle (car, truck, SUV etc) looks almost identical to others in their class, and that each one is basically the same performance wise, but why are they all marketed as "Sports Cars"? It is hilarious to watch someone driving a Sedan, which is basically a car for a family, and trying to act like driving this car will give one the feel of being in the Daytona 500 or some such race. I realize they are trying to play on people's emotions and self image, but let's get real folks.

If these vehicles can easily do what the commercials say they do, why the disclaimers of "Professional Driver on Closed Track" or "Demonstration, do not Attempt" when making claims on the performance or capabilities of these vehicles? How about when they are just driving down an empty city street? Are they trying to say that unless you are a professional that the vehicle has difficulty handling driving in a normal situation?

Oh you mean you can't just zip around corners in this thing? You mean if I leave my truck /SUV on a beach and it gets caught in the tide and banged up against the rocks it won't come out undamaged? Why is the lady in one commercial shifting her automatic like it's a stick shift (and are her hands surely manly aren't they)?

Why can't I take my SUV through protected wild life areas or have it turned into a submarine if I drive into the ocean? Can I drive my SUV on the bottom of the ocean to view the coral reefs? It's what they are showing. Heck, that would be the only reason I would want that model.

Can I really pull a bus or 100 car freight train with my truck? They say no in their disclaimer, so why show it? Aren't they asking for trouble? I guess the general public are just brain dead selfish egomaniacs (like the lady who is mad because her minivan is cut off in the parking lot, then goes and gets a SUV and now she drives like a total idiot). One can reason that the increase in road rage, general lack of driving etiquette, and poor highway safety and can be attributed back to these ridiculous and preposterous advertisements.

And what's with the showing of starting prices, only to have small print come across the bottom of the screen saying that the model shown is at least $5-10,000 higher in price? I mean most of the time they are just showing the outside of the vehicle, so I guess if you want tires it will cost extra? No wonder people are disappointed and feeling used as they leave the new car lots in droves without buying!

Isn't that false advertising? I am surprised there aren't more lawsuits resulting from these ads. Where are the "Truth in Advertising" folks?

The real problem is that most cars within a certain class are basically all the same regardless of manufacturer. They all look similar, with minor differences in angles, as well as the tail lights and grill sections. So what can be possibly done to distinguish their products?

What I am talking about is line extension and showing the individuals how it works for them as well.

Well for one I would say save money on fancy sets etc. and concentrate on just reaching the people. Smart people buy after doing extensive research (consumer reports, talking to friends, test drives, etc.) We should be able to assume that the vehicle will be drivable and run on the road. So why waste money on exotic sets or locations? The average person will be using it to drive back and forth to work, run errands and other mundane tasks. I don't think many of us will be trying to drive off mountains or outracing other cars dropped from helicopters.

Show a couple of models, say an economy car, a sedan and an upscale sedan together. Talk about the quality of manufacturing and safety concerns, then introduce each model as a lifestyle choice. For example; "If you are just starting out try our Econo Model, for families our great Family Sedan, and once you have it made our classy Upscale Model." This way the seed is planted that the company is there for the individual's lifetime and is able to meet any and all changes in the individual's lifestyle. This way the company can build "Brand Loyalty", as long as they keep their promises and the vehicles don't turn out to be lemons. If that happens, well all the advertising in the world won't help will it?

So let's put some commonsense back into the process. Next time I look into my other passion, computers and the "brain-bleeding" advertising we get from those folks.

Until next time.

Mahalo.

A View on The State of Marketing, Advetising and Pop Culture From the Heartland-Intorduction

Advertising and Marketing are two of the most important, but widely misused tools a company has in its arsenal.

So much of what passes for Advertising these days seems to miss the mark either by trying to be too cutesy or just plain boring The trick of course is to get the message across without insulting the intelligence of the intended market or confusing or boring them so that they just tune it all out. Let's face it the world is getting more and more competitive these days, and having one's voice heard is very difficult. It also is harder for the targets of these messages to pay attention.

I will be discussing ads, mainly from TV, but also from print media, billboards and of course my favorite medium, the Internet. Also I will discuss how Pop Culture influences marketing and advertising trends, and how advertising and marketing are used in Pop Culture Media (i.e. the way certain reality shows on Bravo TV tie in their sponsors with their activities).

I will discuss the good, the bad and the ugly (but not necessarily at the same time) and why a certain piece either hit the right note, or was just a waste of time and money. I will offer my suggestions (okay, opinions) on how they could have done better.

Again these will be mainly just my opinions (or opinions of friends and family members) based upon my many years of working in the marketing and sales field, as well as being inundated with countless number of commercials, ads, billboards etc. throughout my life.

Read, enjoy, get mad, smile, cry and maybe even learn a few tips and techniques that you can use for yourself. Intelligent comments are always welcome, and appreciated.

Mahalo.