Intel inside History - At a glance [Most images are links to videos and ads, click them]
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This document outlines Intel's marketing strategy from 1991 to the early 2000s, aimed at educating consumers about the value of its microprocessors. Key strategies included the 'Intel Inside' branding, cooperative advertising with manufacturers, and adapting marketing approaches to maintain consumer engagement amid technological advancements. The company focused on increasing brand awareness and aligning its products with consumer needs in a rapidly changing market.
Intel inside History - At a glance [Most images are links to videos and ads, click them]
- 1. from to A successful campaign at a glance by: Apo J. Bordin @Apopotamus San Francisco, 2012
- 2. 1991
- 3. 1991 PROBLEM Well known in the technology world, but general market consumers are unaware of what microprocessor brands like Intel actually do. GOAL Educate retail associates and consumers about the value of Intel microprocessors. STRATEGY Intel trademarks the term “Intel Inside” and establishes a co-op marketing program that incentivizes PC manufactures to take part. Intel convinces manufacturers to place the Intel Inside logo on advertising and collateral. TAKE AWAY Intel understands that in order to sell more chips, PC manufacturers need to sell more computers.
- 4. 1991 LETTER TO STOCKHOLDERS Promoting the computer inside: the Intel Inside logo appeared on approximately 3000 pages of our customers’ advertisement in 1991.
- 5. 1992
- 6. 1992 PROBLEM Despite establishing Intel Inside with manufacturers, consumers don’t understand where to or why they should be looking for the Intel logo. GOAL Teach consumers to look for Intel Inside logo. STRATEGY Intel licenses the “Intel Inside” name/logo to any PC manufacturer who’s willing to participate in the co-op marketing program. In addition to producing its own brand advertising, Intel contributes money to manufacturer campaigns if they includes Intel Inside. Intel goes to publishers and media companies and negotiates volume discounts for everyone who participates in the Intel Inside co-op marketing program. TAKE AWAY Intel understands the importance of reach and mass awareness, so they develop a system to amplify their own advertising by giving their OEM partners the ability to advertise on Intel’s behalf
- 7. 1992 In early 1992, made by George Lucas' Industrial Light Magic, Intel debuted its first TV advertising for the then new Intel i486 processor stressing speed, power and affordability.
- 8. Mid-90s
- 9. Mid-90s PROBLEM Maintaining momentum in the technology world. GOAL Continue to educate consumers on the benefits of computers that contain Intel microprocessors STRATEGY Treat new chip releases like major consumer facing product launches to generate demand for PCs with the “latest” technology. First tech company to adopt plain english descriptions of its products on packaging and in marketing communications. Developed the now famous Intel mnemonic (5-tone sound/logo). TAKE AWAY Intel put technology in terms general consumers could relate to and understand. Intel understood the importance of branding, developing a mnemonic to accompany all advertising as well as engaging in aggressive brand marketing outside of the co-op program.
- 10. “This symbol outside means you have the standard inside that an entire library of software has been written to.”
- 11. Late-90s
- 12. Late-90s PROBLEM Cheap PCs grabs a large market share. AMD releases the first 1GHz processor. GOAL Address the low-cost sector of the industry and gain back the leading position in processors. STRATEGY Produce two chip generations in one year. Announce a limited production of a 1 GHz processor two days later AMD’s release, and announce a 2 GHz chip one year later. Communicate through an impactful Super Bowl Ad (1997) the arrival of affordable, super-performant processors for your PC. TAKE AWAY As PCs became more affordable and started to enter people’s rooms, Intel followed with low-end processors and communications that would promote its values, and connect with the consumer culture, becoming a recognizable, and reliable synonym for computer performance. Staying true to its values, Intel gains back the leading position in the industry with the release of the faster PC processor.
- 13. Late-90s Intel's “Bunny People”,1997 SuperBowl: “they became nothing less than the whimsical icons of a go-go PC industry” (Advertising Age). After six years, Intel was known worldwide, its name synonymous with the computer industry.
- 14. Early-2000s
- 15. Early-2000s PROBLEM Technology and pop culture is moving faster, creating needs and markets. GOAL Keep up with current changes in technology without losing the company brand image. STRATEGY Recognize the consumer needs to produce appealing products by combining marketing and research efforts with technological solutions. Align the innovative DNA of the brand with the marketing communication by creating emotional, thought-provoking, and entertaining campaigns. Address the rising mobile market by creating a template for cell phone companies. TAKE AWAY Intel realizes that niche audience are being formed. There is a need for marketing and technical departments to merge and collaborate, in order to develop products based on people’s needs and preferences. Noticing the fast-growing mobile market, Intel expands its PC presence into “computing”, and partners with Microsoft to propose a template for phone manufacturers, saving money and offering cheaper, more diverse products.
- 16. Early-2000s 2000 2001 2002 2003