IBM Personal System/2 - Marketing

Marketing

The PS/2's controversial hardware design was tied to a marketing strategy that was similarly unsuccessful. During the 1980s, IBM's advertising of the original PC and its other product lines had frequently used the likeness of Charlie Chaplin. For the PS/2, however, IBM augmented this character with a notorious jingle that seemed more suitable for a low-end consumer product than a business-class computing platform:

“How ya' gonna' do it?
PS/2 It!
It's as easy as I.B.M.”

“How ya' gonna' do it?
PS/2 It!
The solution is I.B.M.”

Another campaign featured actors from the television show M*A*S*H playing updated versions of their characters from the series.

The profound lack of success of these advertising campaigns led, in part, to IBM's termination of its relationships with its global advertising agencies; these accounts were reported by Wired magazine to have been worth over $500 million a year, and the largest such account review in the history of business.

Overall, the PS/2 line was largely unsuccessful with the consumer market, even though the PC based Models 30 and 25 were an attempt to address it. With what was widely seen as a technically competent but cynical attempt to gain undisputed control of the market, IBM unleashed an industry and consumer backlash. The firm suffered massive financial losses for the remainder of the decade, forfeited its previously unquestioned position as the industry leader, and eventually lost its status as the largest single manufacturer of personal computers, first to Compaq and then to Dell. Still, the platform experienced success in the business sector where the reliability, ease of maintenance and strong support from IBM offset the rather daunting cost of the machines. Also many people still lived with the motto "Nobody ever got fired for buying an IBM." The model 55SX and later 56SX were the leading sellers for almost their entire lifetimes. Many models of PS/2 systems saw a production life span that took them well into the late 1990s.