Microsoft focuses on parents to boost Office 2010 sales
Microsoft is to focus on parents and children in its summer campaign for Office 2010, amid claims that sales of the software suite have been “disappointing” since its launch a month ago.
The software giant launched the latest version of Office, which includes the Word, Excel and PowerPoint programs on 15 June. It has so far focussed marketing on how Office can improve users’ lives, while challenging both professional and personal consumers to find ways to “make it (Office 2010) great”.
Microsoft will now switch focus to target children and parents over the summer with advertising and partnerships highlighting how Office can be used to help a child’s education.
Cinema advertising will run during family blockbusters, while in-foyer materials will be on display in selected cinema chains.
The company has also partnered with Absolute Radio for a six-month promotion that challenges children to enter a competition to “make your school great”.
Microsoft will be hoping the summer activity drives sales, which market research firm NPD Group claims are trailing Office 2007, in unit sales and revenue, after a month on the shelves.
Separately, the company’s Bing search engine has grown its market share to 12.7% in the US in the 12 months since it was launched, according to ComScore.
Microsoft is hoping to nab some of market leader Google’s share of the market, which still stands at a commanding 62.6%, according to ComScore.
