MICRON AFFINITY PLAN OFFERS 'TOOLS' ADS PROMISE.(Micron Electronics Inc.'s ad campaign offers free enrollment in Micron University)(Business Brief)(Brief Article)

Advertising Age, November, 1998 by Johnson, Bradley

Micron Electronics, following up on its "New rules. New tools" ad campaign, is starting to give PC buyers some tools Micron hopes will differentiate the brand -- and give buyers more to consider than just price and specs.

Micron will give buyers free enrollment in "Micron University," an affinity program in which buyers will have access to computer training and discussion groups on the Web and, starting next year, tech seminars in the top 10 to 12 cities where Micron has a big customer base.

"You're talking about a relationship that transcends buying the box," said Micron Creative Director Mike Rosenfelt.

The moves are part of the plan to ratchet up marketing at the No. 3 direct PC seller.