A Vision of CyberPower PCMKT355-1204A-01: Principles of Advertising and Public Relations

Phase 1 Independent ProjectSabrina Mergenthaler

Colorado Technical UniversityProfessor Lisa Haddock

October 15, 2012

2

Introducing

• Leading Computer System Manufacturers

• Variety of product

• Determination

• Gamers

• Cutting Edge Technology

• Wholesale prices

• Extensive technical support

The Black Pearl• Ultimate Machine in

Gaming

• #1 in Gamer PC Comparisons

• Dual GTX 580s, Core i7-980X

• Best video cards

• Best processor

• Serious gamers

TheBlack Pearl

The Challenge of Building Brand Visibility

• Overcoming negative reviews by making changes

• Standing out in the congested computer market

• Hone on the target audience

• Develop visibility among the target market so that

CyberPower PC becomes a ‘first-to-mind’ name

The Primary Target

• Call Of Duty and Modern Warfare

• StarCraft• Diablo

• Age of Empire• God of War

• Medal of Honor• Fallout

• Hard Rock

• Alternative

• Progressive-post Punk

• Hip Hop

• Metal

• Techno

• Average Age: 37• Most active bracket: 18-49• Female percentage: 42%• some 67.3 million

Americans use the PC as their primary gaming

platform.• Hours per week spent

gaming: 40

Serious GamersDemographics and Psychographics

6

The Online Campaign

The Delivery Suggestion

The Message

“Whether you just experience

the game… Or you create the

gaming experience the Black

Pearl brings the game to life.”

The Media

Social Networking Site-Facebook

Video Media Site- YouTube

The Method

Video Advertisement between

YouTube videos

Specific tags: computer, gaming

PC, CyberPowerPC, The Black

Pearl, etc.

The Print Ad

Print Ad• Grab attention

• Convey consistent message•Provide consumers with a task

—Go to site

• Remain in mind

The Focus• Affordability

• High Tech

• Masculine

• Lit-up

• Eye-appealing

• Small Print• Website info• Store locations

• Contact Information

• Specials• Social media

participation

Public Relations

• Trade Shows

• Comic-Con

• Local Events• Video Gaming

Competitions

Grewal, D. and Levy, M. (2009). Marketing Third Edition. New York, NY: McGraw-Hill

CyberPower PC. (n.d.). CyberPowerPC. Retrieved from http://www.cyberpowerpc.com

Best Gamer PC Comparisons and Reviews of 2012. (2012). TopTenReview- Computers. Retrieved from http://computers.toptenreviews.com/gaming/

Smith, M.S. and Scudder, R. (2011). Exploring the Top Gaming PC Manufacturers. BrightHub. Retrieved from http://www.brighthub.com/computing/hardware/articles/68645.aspx

Thorsen, T. (2009.). US gamer population: 170 million – NPD. GameSpot. Retrieved from http://www.gamespot.com/news/us-gamer-population-170-million-npd-6214598

Serious Gamer Demographics 2012. (2012). Sealund’s Research. Retrieved from http://www.sealund.com/blog/?p=408

Suciu, P. (2012). Could PC gaming make a comeback? CNNMoney. Retrieved from

http://tech.fortune.cnn.com/2012/07/05/could-pc-gaming-make-a-comeback/

Vollmer, C. (2008). Always on : advertising, marketing and media in an era of consumer control. New York: McGraw-Hill.

References