Windows 7, the new operating system for Windows-based PCs, is being released this Thursday, October 22. The world is getting excited, given the good reviews and buzz circulating about the upgrade, especially given the poor performance of Windows Vista, the prior release.

How does Microsoft launch a product this important? CNET news posted an interview with Tami Reller, head of Microsoft Windows 7 Marketing. Let’s examine some of the key marketing strategies she shared. Your company may not have the resources available to you that MS has, but that doesn’t mean you can’t glean an idea or two and apply them to your business.

1) Think Global

• Worldwide Launch Events: In Japan, Britain and New York.
• “Lots of Coverage”: Without giving specifics, Reller stated that there will be TV interviews, and perhaps late-night TV appearances. “You’ll certainly see a lot of coverage from us that day, but no commitments on the exact venue.”

2) Think Local

• Local Launch parties: Even you can host a launch party at your house, just like Microsoft’s employees do. You can set up your PC’s, or see the new features, give out prizes, or whatever theme you like.  http://houseparty.com/windows7usa

3) Find Symbolic Things to Do to Promote Your Launch

• Open the Market: Microsoft will ring the opening bell on Nasdaq on Thursday.
• Close the Market: Microsoft will join with its computer maker partners to end the day’s trading.

4) Employ Social Marketing

• Facebook Windows 7 page: Microsoft is leveraging its Facebook page by including several interesting features, such as a “Windows 7 Personality quiz.” I was “highly defined.” http://www.facebook.com/Microsoft.Windows.7
• Twitter “Windows 7 Sweepstakes”: Prizes for answering challenges from this Twitter page, plus the latest news on Windows 7. http://twitter.com/mswindows

5) Have a Spokesperson

• A cute spokeswoman girl: Kylie the young’un demonstrates Windows 7. See her on TV, or on YouTube.

http://www.youtube.com/watch?v=ssOq02DTTMU&feature=channel

http://www.youtube.com/watch?v=U6adgIJE8YQ&feature=channel

6) Make an Offer They Can’t Refuse

• Worldwide Discounts: “Part of October 22 is going to be all about some screaming deals,” says Reller.

7) Create Strong Product Enthusiasm

• Leverage Early Product Reviews: With early releases and trials, Microsoft has found “end-user acceptance and enthusiasm for a product matter. And that’s why we’ve put so much emphasis on the last year, in making sure that we had strong, strong engagement from users broadly across many demographics.” In fact, a senior IT administrator I know speaks well of Windows 7. He supports it, saying it is more stable, has a quicker install, runs everything that Vista will run, and provides a windows XP mode, among other features.

8) Start Something Unexpected

• 1^st retail store, ever, to open: The opening of the very first Microsoft retail store in Arizona coincides with the Windows 7 release.

Granted, Microsoft is a huge company with huge dollars to spend on marketing. But that doesn’t mean you can’t think huge within the budget you have. By using these techniques, even a small budget can get big results.

Wednesday, October 21st, 2009, 10:28 am   |   Advertising, Microsoft  |  RSS feed |  Respond  |  Trackback