Acorn Computers Plc has launched a cunning marketing strategy: it has penetrated the hearts and minds of UK schoolchildren with its computers and now it is using those children to leverage its way into the fireside market. The marketing initiative is called the Learning Curve package and comprises Acorn’s BBC A3000 Micro with hard disk and six software applications priced at UKP700. Aside from the hardware the package includes Edit, Paint, Draw and Maestro applications for writing text, crafting pictures, drawing illustrations and creating music. The Learning Curve also includes a word processing program Word Plus and a multimedia tool called Genesis which combines text, sound and animation. The strategy behind the product is that children will need computers at home to help them with their homework – so why don’t their parents buy an Archimedes with familiar school software which mum and dad can also use for business purposes when working from home. For Acorn claims that its MS-DOS emulator enables standard business applications to run on the A3000 at comparable speeds to the Amstrad 1512 and 1640. To get to its intended market the Learning Curve will be the focus of a new Home and School programme which will work with headmasters and teachers to help increase the understanding of the use of computers in schools among parents and the local community. The project will be led by schools which will be helped to plan and stage exhibitions and parent evenings by their local Acorn dealer. Acorn will supply draft invitation letters, announcement and product posters and brochures for children to take home before the event. Schools holding events will benefit from a special offer on the purchase of the Learning Curve package, while parents buying a system as a result of the event will receive a UKP30 voucher towards Acorn kit which can be used by parents or the school. Derbyshire, Cambridgeshire, Lincolnshire and Berkshire local education authorities have already agreed to support the scheme and the package will also be in High Street chains such as Dixons and John Lewis. At present Acorn has between 3% and 10% of the UK fireside market and such sales account for about 25% of revenue. It looks for the initiative to double and more its sales to the sector in the next 12 months.
