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Seems like Microsoft is trying to duplicate a few of Apple’s defining strategies. First the funny(?) Seinfeld ads, and now, as part of a $300 million dollar marketing effort, Microsoft confirmed that they will be employing in-store representatives to act as Genius-like Microsoft know-it-alls, called Gurus. The company also plans to employ a good number of floor specialists (equivalent to Apple’s Personal Shoppers or Concierge) in a trial run at Circuit City and Best Buy.

These said “Gurus” will be there to help you with everything Microsoft, doing anything from helping to set up your Windows Mobile Phone to working around Vista’s kinks. One difference between Gurus and Geniuses is the fact that Gurus will not provide repairs and technical support, which you think would be a given as part of a program like this. 

According to Electronista, all of these little fixes (the ads, the tech support), are all just in time for the holiday, and are a desperate move to improve Windows Vista’s image before the excrement hits the proverbial fan and Vista officially becomes a flop.

And here’s hoping something goes right for Mr. Gates, if not just for his image. 

Via Electronista