Of course you do. You’re a geek, and geeks love toys.

Ceci n'est pas une Kindle
As a vendor, it can be hard for us to get your attention. If we want to deliver a message to you about our company and our products, we have to pay you back somehow. We have a few choices:
- We can attach our message to something – like buying ads alongside content that you’re already reading like SQL Server Magazine. This used to be the biggest way vendors got a message out.
- We can make the message itself useful to you somehow – like our wiki and blogs at SQLServerPedia. You probably read those, and hopefully they make you associate Quest Software with quality and SQL Server expertise.
- We can pay you for your attention – by baiting you with stuff like shirts, posters, and Kindles. If you’ve ever sat through a vendor presentation for the chance to win something, the vendor was paying you for your attention.
Let’s focus on that last one. How much does a vendor have to give you to get your complete attention? In the case of executives like CIOs, it’s a heck of a lot. Vendors can’t just send a t-shirt to a CIO and get them to sit through a half hour demo. CIOs make enough money that t-shirts aren’t a big motivator.
For that matter, DBAs even make enough money that t-shirts are less of a motivator these days. In order to make shirts a successful giveaway, we’re constantly working on different shirts. SQLServerPedia’s shirts for 2009 included Twitter quotes on the back and promoted Twitter almost as much as they did SQLServerPedia, but it paid off. Twitter is seen as something hip and cool and new, and people clamored for these t-shirts. That was a successful giveaway.
But back to our CIOs. If we want to get their attention for half an hour – heck, even for half a minute – how do we do it? Well, last year we tried a Kindle promotion. We sent life-sized Kindle mockups made of plastic to CIOs in packages that looked like real Kindles. When you get one of these in the mail, it’s pretty exciting – it feels like you’re holding a real Kindle. The message on the “screen” said:
“How do you do more with less in IT? Let us give you our read on it. Get a free Kindle2 when you meet with a Quest Expert.”
It worked great! The placebo Kindle captured the attention of CIOs long enough to get them to read it, and the promise of a real Kindle got them to call us.
We can’t afford to do that kind of promotion for everybody (sorry, DBAs) but we CAN do drawings for Kindles. Whenever we get a dozen or more people together, we can either give everybody something like a shirt or a USB key, or we can do a drawing for a single high-value prize like a Kindle. On my own blog, I asked what DBAs wanted to win, and we’ve taken that feedback into account on our future giveaways.