Over the history of QEMM, we faced
many marketing challenges. Here's how we answered those
concerns:
First, Quarterdeck was victimized
by a campaign of negative rumor within the PC industry,
suggesting that QEMM was not stable. Since not everybody was
aware of the rumors, we had to address them without harming
our image with the rest of the market. We informed users of
the widespread acceptance of QEMM in the marketplace and
reminded them of our dozens of
awards.
Then, Microosft bundled MemMaker, a utility similar to QEMM,
for free in DOS v6. MemMaker was not as good as QEMM, but
credibly communicating that to users was difficult. First,
we had to get them to 'look a gift horse in the
mouth'.
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We had to reach out to
less-knowledgeable users too, and we did that with colorful
ads written in a more-accessible style.
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As users--especially
PC experts--became more disenchanted with Microsoft, we were
able to exploit that animosity. This ad positioned QEMM
against MemMaker, by showing "no more room" at the Gates
Motel.
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