"A large part of Digital Research's early success in Europe was due to a well targeted PR campaign which was pursued with relentless energy."
Paul Bailey, Vice President, Europe,
Digital Research Inc
OBJECTIVE
At this time IBM had chosen Microsoft's DOS, however, the European
market was not a total walkover for Microsoft ...
RESULTS
SG was one of the first people to be appointed by Paul Bailey when he launched
Digital Research in Europe and the UK in l982. At the time the company and
its CP/M products were seen as non-starters. By l985 virtually every European
hardware manufacturer was offering a DR operating system either as the installed
operating system or as an option. Over 500 ISVs attended one seminar.
Sales went from zero to over £10 million in three years. Paul Bailey,
Vice President, Europe, Digital Research Inc: "A large part of Digital
Research's early success in Europe was due to a well targeted PR campaign
which was pursued with relentless energy. Sally Goodsell was instrumental
in helping to develop the PR strategy, in developing the programme elements
and in establishing good relations with the press in particular."
STRATEGY AND TACTICS
The initial strategy was to ride on Microsoft's fame and exploit the negative
connotations associated with this, but as DR became more established SG
concentrated on increasing the company's visibility in its own right and,
at that time, gradually positioning it above Microsoft.
Paul Bailey, the European Vice President, was frequently called on to quote
on general IT matters in the UK and Europe and to give papers at conferences.
He appeared on television and Chaired the annual Financial Times IT conference.
SG also introduced the monthly newsletter, Digital Research European Review,
which she wrote jointly with Martin Banks. There were many successful press
conferences and one-to-one interviews were arranged for Paul Bailey and
Gary Kildall, the founder of Digital Research and developer of CP/M. Product
trials were arranged. In addition to the strategic input given to Digital
Research SG also implemented all the proposals.
