Marketing in the IT industry

The marketing of IT products at manufacturer, channel and reseller level has always been a challenge because it is a combination of B2B and B2C. Especially for startups with new products that must attract potential customers. And of course for vendors with overpowering competitors.
In IT, the half-life of most vendors - at least as independent companies - is around three years.  Several of the examples shown are of vendors that either no longer exist as such, or vendors that have reinvented themselves, or vendors that no longer exist as independent companies. The examples date from between the mid-1980s and the mid-1990s. 



 

 

The 80s

Print ad TOPS 1986
Print ad TOPS 1986
Print ad TOPS 1988 Influencer
Print ad TOPS 1988 Influencer
Print ad Symantec 1988
Print ad Symantec 1988
Print ad Symantec More II 1 1988
Print ad Symantec More II 1 1988
Print ad Symantec More II 2 1989
Print ad Symantec More II 2 1989
Print ad Symantec More II 3 1989
Print ad Symantec More II 3 1989

The 90s

Print ad Philips 1992
Print ad Philips 1992
Print ad Philips 1993
Print ad Philips 1993
Print ad Philips and Adaptec 1993
Print ad Philips and Adaptec 1993
Print ad Shiva Remote Access 1993
Print ad Shiva Remote Access 1993
Print ad Shiva Remote Access 1994
Print ad Shiva Remote Access 1994
Print ad Shiva Remote Access 1994
Print ad Shiva Remote Access 1994
Print ad MacroMedia 1993
Print ad MacroMedia 1993

90s: Multi-year print ad campaign (1992-1994) Radius Inc.

Basic product display concept for first year 1992
Basic product display concept for first year 1992
Print ad Radius Inc. product overview 1992
Print ad Radius Inc. product overview 1992
Print ad Radius Radius Inc. Desktop Publishing/CAD graphic subsystems 1992
Print ad Radius Radius Inc. Desktop Publishing/CAD graphic subsystems 1992
Print ad Radius Inc. product overview Austrian version 1992
Print ad Radius Inc. product overview Austrian version 1992
Print ad Radius Inc. Pivot (pivotable display) 1992
Print ad Radius Inc. Pivot (pivotable display) 1992
Print ad Radius Inc. "Rocket" graphics accelerator 1992
Print ad Radius Inc. "Rocket" graphics accelerator 1992
Print ad Radius Inc. "VideoVision" video card 1992
Print ad Radius Inc. "VideoVision" video card 1992
Print ad Radius Inc. "Pivot" 1992
Print ad Radius Inc. "Pivot" 1992
Print ad Radius Inc. "Rocket" graphics accelerator 1992
Print ad Radius Inc. "Rocket" graphics accelerator 1992
Print ad Radius Inc. "Pivot" 1992
Print ad Radius Inc. "Pivot" 1992
Print ad Radius Inc. "PrecisionColor" 1993
Print ad Radius Inc. "PrecisionColor" 1993
Print ad Radius Inc. product overview 1993
Print ad Radius Inc. product overview 1993
Print ad Radius Inc. "IntelliColor" 1993
Print ad Radius Inc. "IntelliColor" 1993
Print ad Radius Inc. product overview 1993
Print ad Radius Inc. product overview 1993

Event Marketing

Event marketing is tailored to the type of event. Yearly recurring cultural events with a long history are different from more technology-oriented events. From the end of the 80s, the first multimedia opportunities appeared. The web didn't become public until the beginning of the 90s and the bandwidths, the computing capacities and the efficiency of video compression only became sufficient towards the end of the 90s to also make video available in halfway sufficient quality via the internet.

 

Elements of IT Event Marketing in the 90s

WinWorld flyer outside 1993
WinWorld flyer outside 1993
WinWorld flyer inside 1993
WinWorld flyer inside 1993
WinWorld Poster 1993
WinWorld Poster 1993
WinWorld Print Ad b/w 1993
WinWorld Print Ad b/w 1993
WinWorld Stickers 1993
WinWorld Stickers 1993
WinWorld single sticker 1993
WinWorld single sticker 1993
WinWorld Ticket 1993
WinWorld Ticket 1993
WinWorld Voucher 1993
WinWorld Voucher 1993

Elements of Music Event Marketing in the 90s

Interaktive kiosk 25 years Montreux Jazz Festival 1992
Interactive kiosk 25 Years Montreux Jazz Festival 1992
Team: Thierry Amsallem, Bernard Degex, Fulvio Massini, Eric Glardon, Elisa Nakata, Christoph Jaggi
Developed for Quincy Jones and Claude Nobs for TED3 1992 in Monterey/CA. Shown on CNN "Science and Technology News" and on CNN "Hollywood Minute"
Shows short sequences of concerts of the 25 year history.
Mac IIfx (8 MhZ, 40MB hard drive, 8MB memory), Radius VideoVision, MacroMedia Director, 2 LaserDisc players
Montreux Jazz Festival Poster 1995 David Bowie
Montreux Jazz Festival Poster 1995
Original Art: David Bowie
Team: Jean-Marc Besson, Elisa Nakata, Christoph Jaggi
Animation Montreux Jazz Festival 1995 Poster
Original Art: David Bowie
Team: Jan Neversil, Kaspar Lüthi, Eric Glardon, Elisa Nakata, Christoph Jaggi
Music: Miles Davis, written and produced by Marcus Miller (used with permission from the right holders for non-commercial use)