Best Buy leaves out failed government play Chasers chastized, then complimented

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One facet of Best Buy for Business (“Best Buy for Business builds data powerhouse,” BtoB's Lead Generation Guide 2008, page 6 ) that was not brought up by Best Buy (not surprisingly, and I am sure Best Buy would like everyone to forget) was the Best Buy for Government initiative launched at about the same time. There was lots of noise in the government market when Best Buy for Government showed up at [the FOSE Exposition and Conference] in 2005 and 2006, but largely because of T-shirts and big bags, not product. There was no substance, little execution and no value proposition. And now Best Buy for Government is gone—three years and out. The BBG Web site, which was never more than a home page with a phone number, had the tag line “The convenience of in-store pick up.” Alright, if I am a government buyer, would I like the convenience of in-store pick up or would I rather have CDW-G deliver it to my office the next day? MARK AMTOWER Amtower & Co. Am I the only one reading? You know there's no IBM spread in [Chasers] (“Where should your logo go?” May 5, page 46). Another little oversight from the art direction world? On to other things. Great job in picking one of our pet peeves to nail for the audience [positioning a logo within an ad]. There is a ton of research to bear out how right you are, but somehow they just can't seem to get it right. It ain't rocket science. Maybe you'd consider in the future another little gnat of an idea that bugs me as well: putting the full address and contact details in print ads. Wouldn't you like to know how that affects print readership scores and response in general? Probably not. No worries. But think of it this way, you got a high “read most of copy” score on this editorial from me at least. That's something. Keep up the good work. I, for one, appreciate it. GREG GAUL President Gaul Advertising
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