Software & Bikini

Women have been used to sell products to men for decades.

IF         – Male brain is wired to respond to attractive females.

AND     – Engineering software are mainly used by young males

THEN   – Engineering companies should attract prospects with sexual marketing tactics

I wonder whether this would have real impact on sales. A study made by a Neuro-economics expert, (”Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making”), shows that men who are sexually aroused are more focused on short-term gratification than on long-term logic.

Being a software buying process the outcome of a long term logic, I recommend No-Bikini in your marketing campaign. Professors at MIT say it won’t work.

Being the #2

Avis proudly says “We’re number two – we try harder” (than Hertz).  Pepsi is the number-2 cola, even though “Nothing Else Is A Pepsi”.

There are many #2 software companies, though on press releases you rarely find “ACME Corporation, second-leading provider of …”.

Each market segment hosts many players and one “number one”. Therefore, within the majority of software companies, there is a gap between the position they want and the position they hold. Nothing personal, friends.

Closer Than You Think

Few engineering companies use movies for marketing purposes, though a movie is worth a thousand pictures.

Take DEM software. It computes the motion of large numbers of small objects (like molecules or pills) for engineering. Now take Realflow software, computation of the same small objects but for the entertainment industry.

It’s amazing how engineering and entertainment became close to each other. Nevertheless the first still promotes through still images, the latter through video clips.

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