Doing the Grand Tour

By Gosling, Julia | Marketing, November 9, 1995 | Go to article overview

Doing the Grand Tour


Gosling, Julia, Marketing


The recent launch of Windows '95 was very expensive, relentlessly high-profile and all-pervasive. But Julia Gosling says that Microsoft's 'Start it up' tour set news standards in planning, co-ordination and sheer stamina

Microsoft's launch of its Windows '95 operating system has been one of the most intensive, high-budget and high-profile campaigns of the year. Press, radio, poster and television hype bombarded the consumer and business markets throughout September.

The most focused marketing effort, however, was a regional roadshow that toured the country, presenting practical demonstrations of Microsoft Windows '95 and Microsoft Office '95 to a potential 10,500 key business customers.

The 'Start-it-up' tour, with its ubiquitous Rolling Stones theme song, visited 29 locations around the UK in just 30 days, holding four large events for around 1,000 attendees each and 25 smaller ones for 300 each. The target audience were Microsoft's important corporate clients - buyers from both medium and large-sized companies identified as having 500 or more PCs.

What was unusual about the roadshow was that Microsoft arranged every event in partnership with its local dealership - or "reseller" as they are known in the trade - and so had to deal with the event-management ideas of 20 different companies; 20 venues as diverse as the National Motorcycle Museum in Birmingham and Sandown Park Race Course; and a panel of speakers ranging from Sir John Harvey Jones to Bill Gates himself.

Chris Lewis, reseller group manager for Microsoft, is responsible for servicing the company's appointed resellers and was heavily involved in both the conception and logistics of the tour.

He explains the reasoning behind this new approach: "Microsoft has little direct contact with the final end-user of the software. We sell to customers through our resellers and in order to maximise interest, we felt that a joint approach would be the most powerful. The idea was to take away the mystery and to give attendees the information they needed to make the transition to Windows '95."

The costs of each event were divided equally between Microsoft and the hosting reseller. Microsoft provided the set and audio-visual equipment- which toured the country in specially-branded lorries - speakers, standard invitations, sample scripts for the hosts to use and assistance in promoting the tour. All the audio-visual work was contracted out to Show Presentation Services to maintain cohesion and branding. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Doing the Grand Tour
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.