Microsoft developed a powerful strategy to introduce Windows 95, one that is still being taught in colleges and universities around the country.
The strategy came down to this:
- Phase one: advertise, advertise, and advertise the product on all consumer-focused channels
- Phase two: Move advertising to the backburner
- Phase three: concentrate on PR. Focus on getting credible, thought leadership articles in major trade publications that focused on the business industry.
Microsoft plan was to get everyone they could aware of the new product. However, they knew that if business buyers did not buy Windows 95, the product would fail. Business buyers waited to see what thought leaders said about Windows 95 before they would purchase the product.
This short video tells more:
