re: Juniper's Marketing MysteryKnowing Scott some, I think it's out of line to suggest his bias is for sale with a greater advertising budget. I for one take Scott's statements at face value, and think those are indeed his opinions. I am not saying they're without bias - it's human to have some bias here and there. But people pay good analysts because despite whatever biases they display from time to time their opinions are respected, and worth paying for - even when we disagree with them.
From Juniper's track record in this matter, it is clear they don't take disagreement as kindly and maturely.
2 things about advertising dollars: JNPR is not in financial trouble last I checked, and the question *if* advertising dollars were pulled would be why. And how. Any executive worth his salary knows the possible PR consequence of a move like that.
Another thing: while vanishing advertising follars may indeed explain some of the editorial venom turning on JNPR (but one has to also say they have made themselves very easy targets my mismanaging this begining to end), I do not at all think Scott's opinions in this thread are influenced in any way by that.
I think his question about JNPR marketing stratgy and his perceptions are very understandable and valid, even if I disagree with some of the conclusions and perception of significance thereof.
re: Juniper's Marketing MysterySisyphus wrote: Also, I think the perception that Cisco throw any more money at marketing than other companies is quite flawed. Their outbound marketing arm is actually very nimble. But also very disciplined, some of their VPs have a reputation for very strict marketing discipline, and I think that is making a difference.
I think Cisco is perhaps the best marketed company in North America - no argument there. I also think they spend a boat-load on marketing. How many companies in "our" technology sector have TV ads - let alone how many times they run on how many channels? Also - many of the technology and even some business magazines I read have Cisco ads in them, as do several competitors. Then there are the seemingly endless web ads - and presence on things like network-fusion, this web site, and so many others. The TV adds alone require serious cash, the likes of which only a few tech companies match or exceed, in my opinion(Apple, cell companies). I think Cisco has demonstrated they know exactly what to do with those marketing dollars. I believe it goes beyond being nimble and diciplined (both important, I'm sure) - you have to be out there frequenty with messages that resonate - and that requires talent and money. Now - if only the company I worked for would spend more on markting....
re: Juniper's Marketing Mysteryruss4br writes: What would you do about marketing strategy, if you were Juniper?
- get rid of the cartoons - get rid of the "Enterprise Infranet" story - hire a Marketing VP
Personally, I always found the Juniper cartoons to be quite effective at pointing out the competitive advantage of Juniper product against what has always been a Cisco weakness... network operations and upgrade costs. http://www.juniper.net/cartoon...
re: Juniper's Marketing Mystery>Did Juniper cut its ad spending with LR over >the last year? If they had cut their spending >here, I'd say that would be an important piece of information ...
I would not know. I don't sell ads. Based on what I see on our Web site, they have never done a lot of marketing here (or anywhere), for that matter. That is the point, yes!
re: Juniper's Marketing MysteryRecently I heard Scott Kriens speak at a breakfast function and he specifically spoke about strategy. I thought his message was clear but when you look at Juniper marketing material, almost nothing of what the CEO was saying is translated to market.
These guys need to: 1. Hire an outside firm such as McKenna to help them develop a consistant messaging without turf wars. 2. Read Jack Trouts 22 Immuatable Laws of Marketing, particularly #13 Sacrifice. You have to give something in order to get something. Irrespective as to whether they have a plan, from the outside these guys are all over the place.
Agreed. The worst thing about the cartoons is that they have never attempted to be funny. They're written by Scott Adams talentless brother or something. The drawing style tries to be Gary Larson, and the punch line always comes out as if written by a humorless committee. "Send the cartoon around for editing through the formal approval process before it goes out, eh?"
And given the lack of humor JNPR has displayed when it comes to the whole LR message board episode, the whole cartoon thing looks dysfunctionally bipolar.
re: Juniper's Marketing MysteryAbout the cartoons, i find this pretty lame http://www.juniper.net/cartoon... even tough this is ok, to me. http://www.juniper.net/cartoon... I think good marketing let a light turn on in your mind(that is:most companies are too much risk averse and CEO show no leadership). On the other side, making fun of competitors w/out any real argument isn't such a good exercise.
From Juniper's track record in this matter, it is clear they don't take disagreement as kindly and maturely.
2 things about advertising dollars: JNPR is not in financial trouble last I checked, and the question *if* advertising dollars were pulled would be why. And how. Any executive worth his salary knows the possible PR consequence of a move like that.
Another thing: while vanishing advertising follars may indeed explain some of the editorial venom turning on JNPR (but one has to also say they have made themselves very easy targets my mismanaging this begining to end), I do not at all think Scott's opinions in this thread are influenced in any way by that.
I think his question about JNPR marketing stratgy and his perceptions are very understandable and valid, even if I disagree with some of the conclusions and perception of significance thereof.