By Tony Gattari
A significant reason why Harvey Norman came to dominate the computer market was not due to the size of the stores or a strong product offering. It was the result of a simple marketing initiative.
On 24 August 1995, Microsoft was about to launch its latest operating system— Windows '95. In the computer industry this was like the second coming. No one thought the Microsoft Windows '95 launch would be big in Australia until after the 'real launch' in America. Then, one of the proprietors suggested we take advantage of the difference in time zones and launch Windows '95 at midnight, a few hours prior to the launch in the US. It meant we would be the first company in the world to sell the program. At first I dismissed the idea but later, realised its potential.
We pitched the strategy to the other computer proprietors who thought we were idiots.
However, even against quite strong internal opposition I stuck to my guns and placed adverts in all the major media outlets and implemented an aggressive public relations campaign.
The increasing media interest leading up to the launch created such expectation a week out from the launch we knew our gamble had paid off. This was going to work!
People began to queue outside the stores hours before. Then, midnight struck.
There was a mad rush. People fell over themselves to get the new Windows '95 program. All the major television stations and news outlets filmed the event and interviewed the proud new owners of the program. During that first month, we sold 82,000 copies.
The campaign also meant Gerry Harvey was interviewed by the Today show, where he proclaimed, "I love Bill Gates. I wish he would bring out Windows every year!"
It was a huge success. Harvey Norman, nationwide, became firmly established as the place to buy your computer equipment.
The principle is—just have a go. One of the great things about Harvey Norman is it has a culture that allows people to try new ideas and then gives them some leeway if they make mistakes. Entrepreneurial companies are built by people who take risks and learn from the experience.
When we decided to launch Windows '95 at midnight, it was risky and we were not 100% sure it was going to work. I do however remember thinking to myself, "…just have a go."
Tony Gattari was the general manager of the computers and communications division of Harvey Normam and oversaw the growth of this business from $12 million to $565 millioin in nine years. He is now founder and Chief Energy Officer of Achiever's group. achieversgroup.com.au
Tony Gattari is a regular contributor to www.KeyBusinessCoach.com, where you can watch interviews with Tony on topics like marketing, leadership and sales.
