Do you know that Oracle is launching a massive marketing blitz to blanket the media in order to boost sales in its sagging applications division?
Now you know.
In fact, that's the new slogan: "Do you know? With Oracle Applications, Now you know."
Launched today, the $25 million media blitz targets chief executives and executive management where they read and watch. Look for ads beginning today, including a full-page ad in the Wall Street Journal, in major newspapers, trade publications, television stations like CNBC and CNN, and in a plethora of international media throughout the fall.
"In blaring, red letters, the ads read, 'Do you know?' to dare readers to trust their current business application software to answer a series of strategic and provocative business questions. Oracle is betting that readers will take the challenge, 'ask the Oracle' and call the 800 number in the ads," Oracle executives stated in a prepared statement.
Oracle's first "dare," which ran in the Wall Street Journal today, asks, "Your competitor's largest customer needs product fast. Can you deliver first? Do you know?" Other questions include "Current capacity cannot meet skyrocketing demand. Where can you find additional capacity? Do you know?" or "Your largest client needs help fast. Who are your three best Java programmers not on assignment? Do you know?" There are six versions of the advertising campaign ready to run.
Oracle executives in the release said the campaign is "to support the company's effort to overtake SAP as the leader in the enterprise applications market," but possibly more importantly to "generate greater awareness of Oracle Applications."
The Redwood Shores, California-based firm's application division has been in a slump of late with lagging sales for several quarters and slower growth than many of its competitors. To counter the problem, Oracle has turned up its focus on the division, which took a backseat for many years to the database and tools business.
In fact, Oracle chief Larry Ellison took over control of the applications business earlier this year. The company has also shuffled many top management positions, realigned and beefed up the sales force, and otherwise tweaked the business to spark some life back into it.