Message : 6116 (OS/2 General Q&A)               Date... :  3/27/92 (5:32 Pm)
From... : Steve Liu                             Refer.. : None
To..... : All                                   Sec'ty. : Public
Subject : OS/2 2.0 "Media blitz" plan           Rec'vd. : No

I wanted to respond to those of you who have recommended and asked for 
an aggressive OS/2 Version 2.0 "media blitz".  Let me assure you, that's 
exactly what you will get!  One thing to keep in perspective is that a 
TARGETED approach that is WELL TIMED will make the difference! 
And that's our strategy.  Let me tell you a little about what you can 
expect... I think you will be as encouraged about it as we are! 
   
The celebration of OS/2's general availability will kick-off at Spring 
Comdex in Chicago.  Lee Reiswig and Fernand Sarrat will present "OS/2 
Live" to a local audience of several thousand, as well as a live FTN 
audience estimated over 10,000. We have been working with the IBM 
locations around the country to help them set up local events which 
include hundreds, and in some cases, thousands of key customers. While 
each location has a varying agenda, we know that customers are 
participating from a testimonial standpoint, local and headquarters 
executives will be on-site and following up with a blitz of customer 
customer calls, Independent software vendors will demo key applications, 
OS/2 shrinkwrap will be delivered, merchandising items are available and 
receptions follow. The kick-off continues throughout the following several 
weeks as executives and Client Managers continue to schedule executive 
time supported by executive level presentations, deliverables, and a video 
tape produced by Jack Kuehler, IBM President, which outlines IBM's software 
vision and strategy for the desktop. 
   
Of course, while this is going on, the much anticipated advertising 
campaign will be launched.  This is always a topic of conversation and 
much debatbe because MS pours money into this area.  The OS/2 advertising 
campaign will certainly not disappoint you. 
   
   
You will see multiple waves of OS/2 advertising starting locally in 
Chicago at Spring Comdex. You can expect 6 - 10 different ads appearing 
in all the major trade publications as well as the end user oriented 
general business publication.  YES!!! Non-technical magazines that charge 
up end users.  Radio spots are in plan, as well as Prodigy and customized 
ads for 10 different geographic area's.  OS/2 remarketers have been linked 
tightly into the strategy and will joint advertise with IBM. 
   
I should also say that our re-marketer plans have been very aggressive 
but aren't as obvious..... YET. Just so you get it, Computer Reseller 
News (a successful publication read by personal system dealers and 
re-sellers) published a 800 number survey on February 17th which asked 
the question: "Do you see strong demand in March for IBM's OS/2 2.0"? 
In March they published the results and the "ayes have it"!  Over 6000 
responded and 98% answered yes!  We believe that our efforts in this area 
which include programs, education, incentives, pricing actions, etc.... 
have 
(and will continue) to pay off as the dealer OS/2 PUSH becomes  reality! 
But 
there's so much more!!! Look for seminars that hit 15 major cities, a 
customized corporate roadshow that executes in a "big tent" on the 
customers front lawn! Watch for VERY aggressive promotions, direct mail, 
in-bound and OUTBOUND executive briefings, a business show boom, demo 
packs, video tapes, sampler diskettes, and on... and on.... 
I guess in closing I should add the most important offering IBM 
will make available. And that's the BEST product in the industry. 
   
Thanks again to all of you, our valued customers, for being "in the boat" 
with us since we kicked off the EEP in July. 
   
Steve Liu 
IBM PS Software Marketing