July, 24 2006

Sun have always struggled with marketing to both techies and managers. A major trap here, is when marketing to one group, looking utterly stupid to the other.

If you are a developer, try this: go to http://www.sun.com/servers/x64/x4500/, click on “Virtual Tour”, then on the popup window, choose “Experience It” and watch the “Executive Overview”. (Or just click this Direct link.) It begins with business-oriented pseudo-technobabble voiceover, but that’s forgiveable on account of the pictures of totally cool hardware.

However, a few seconds in, it goes wrong. Up pops the talking head of a John Fowler, Executive Vice President, who intones:

These systems are ideal for customers who use IT strategically, who align IT infrastructure with business strategy.

Are Sun’s CIO customers really so insecure as to fall for this piffle? Or do Sun marketing just wish they were? Even John Fowler, talking head, doesn’t sound convinced.

This video makes Sun look truly, deeply clueless.

Here’s my unsolicited advice for the next Sun “Executive Overview”:

1. Get someone who sounds enthusiastic.
2. Get that someone to write their own script, in their own words.
3. Make sure the script doesn’t sound like a press release.
4. Go down to your local primary school, find the debating team, and get them to put your marketing arguments together.