Microsoft's Bing.com Commercials

Over the past few weeks I have seen many TV commercials for the new Bing.com search engine. I must say these commercials are doing nothing to excite me into wanting to use bing.com instead of google.

The bing commercials talk about information "search overload" and suggests we are not finding the information we really want when we use a search engine, and we are instead being offered too much information. True.

However, the big problem I see with the bing commercials is they do not not show how bing solves the too much information problem. Maybe they are hoping the element of curiosity will make us want to try bing to see how it is better. Rather expensive gamble.

A better campaign would be to show people doing different searches and being thrilled with the information they find - exactly the information they were looking for. That would get my interest. Show me the benefit. Prove Bing is a better search engine. Show me why I cannot live without bing!

Another statement that was made in the bing commercial is that it's not just a search engine, it's a decision engine. What the heck is a decision engine? Is it going to make decisions for me? Not sure if I want that. What if it makes wrong decisions?

Once again, I hope you see the mistakes large companies are making in their advertising. Too much focus on being cool and branding and not enough focus on proving benefits and showing why you cannot live without their product.

To your business success!

Peter Geisheker, CEO
The Geisheker Group advertising agency
"We don't help you compete, we help you dominate"
http://www.geisheker.com
(920) 471-1638