Final presentation

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Final presentation

  1. 1. Mind the Gap Meng-Yu (Bruce) Shih
  2. 2. Client •Dell •Alienware
  3. 3. Target Audience • Potential consumers looking for performance of Alienware and price of Dell laptop • Common consumers looking for affordable computer/laptop • High-end consumers looking for high performance gaming computer/laptop Existed Audience
  4. 4. Big Idea • Decoy Effect • Create a new sub-brand • Retain loyal customers • Attract undecided customers
  5. 5. Tools • Facebook, Twitter, Pinterest, YouTube ads, Google, Google Adwords, blogs and original official websites
  6. 6. Tactics • Existed Social Media/Website: • Create suspense • New Website: • Allow purchase • Allow comparison • New Social Media Accounts: • Increase exposure for new sub-brand
  7. 7. Budget Initial Cost Existed producing line $0 Banners/Graphic[1] $1,000 New Website[1] $9,200 Total(Initial) $10,200 Variable Cost New Website maintenance [1] $500 monthly Google Adwords[2] $0.40/click Social media promotion/maintenance 3hrs per day[3] $250/hour for three month Total (Variable): ($0.40*A Clicks)+($500* B months)+($250*3hrs*90days)= $67,500+0.40A+500B Grand Total: $77,700+0.4A+500B
  8. 8. Evaluation/KPI • Online Ordering Sales • Website Traffic • Promotional Codes/User Register • Survey
  9. 9. Summary • Create a new sub-brand • Attract undecided customers • Utilize existed social media • Relatively low cost
  10. 10. Reference Price Quote: • [1] http://webdesign.about.com/od/beforeyoustartawebsite/a/ how-much-should-a-web-design-cost.htm • [2] http://www.google.com/adwords/how-it- works/costs.html?gclid=CM3A8rKpvb0CFbFFMgodACoAcw# sourceid=awha&subid=us-en-ha-aw-skup3~29434348805 • [3] http://newmediadl.cas.msu.edu/lessons/121708
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