dell presentation nmdl
TRANSCRIPT
Company BackgroundFounded in 1984 in Austin, Texas as PC’s
Unlimited
Core Business is Consumer based products Recently tapped into the Business Sector College and personal laptop orientated
Known for direct web based sales and low prices
Have not really used Social Media to there advantage YET!
Overview of Campaign
Tap into the Social Media market with an aggressive sales campaign
Leverage Dell’s ease of doing business via their web based direct sales model
To give current college students a break in laptop pricing (Lets face it, accidents happen) A way to pay the college student back for their efforts
in school and show there loyalty is important to Dell.
Tough economic times have increased the amount of time college students keep their laptops
Campaign Theme“Spring Into Action”
After having the same computer for 2-3 years, Dell wants to change things up a bit and put a “Spring’ in your step
Customized Dell Mininote (2.9 lbs)
40% off MSRP price when entering college ID
Target Market College Students Ages 17 – 25 Looking for first
laptop or looking to replace old laptop
Tools to Be UsedSocial Media
It is a new and effective way to market your products on the internet
Customers can be apart of conversations and be involved rather than being outsiders
Facebook Consumers can give feedback as well as enter
sweepstakes
Twitter “Tweets” from Dell using other usernames
Blogging Great way to receive information about products
Dell.com for ordering
Key ComponentsUsing social media tools to create interest in
promotions and campaign
New product offered at low price
Easy to order with quick delivery
Low budget, with high potential return rate
Keys to SuccessTime of campaign launch
During Spring – Summer when demand for student purchase increases
Making sure this is visiable to target market through different mediums of Social Media
Managing number of clicks per ad
Monitor online chatter about the ad and the product
Budget BreakdownLast year, Dell scaled back advertising budget
by $132 million, saving 14%.
Social media is a great way to boost buying without huge spending. Spend 35% of budget for advertising
Campaign TimelineMay 1st – Launch Campaign
This is important due to the demand for computers from potential college students and current students looking for something new
Special pricing will run the entirety of the campaign
June 1st – Campaign Completion
Thank you!Any Questions?