Palm Ad Campaign Positions It as OS Supplier
Later this week, Palm Inc. will begin a $100 million advertising campaign whose goal, in addition to raising the awareness of Palm among non-digerati, is to position the company as the creator of the Palm OS and not as a hardware company.
The ads, which will appear on TV, radio, magazines, newspapers and the Internet, will showcase the Palm OS and the many applications it can run. They will feature shots of Palm apps in front of people and landscapes without any Palm hardware appearing at all. "We're repositioning ourselves as the leading mobile platform provider," said Satjiv Chahil, Palm's chief marketing officer.
Attendees at last week's Internet World got a preview of this campaign. Palm's booth was decorated with pictures of faces with Palm apps superimposed on them.
Currently, Palm gets about 90% of its revenue from hardware sales but in their last Annual Report said they expect licensing fees from such companies as Handspring to become more and more important to the bottom line.
The campaign also reaches out to people who aren't typical Palm buyers. They will appear in Vogue and O, the Oprah Magazine and other fashion and sports magazines. Liz Brooking, Palm's senior director of marketing communications, said, "We want to go beyond the affluent male demographic to reach a broader audience."
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