Dell: Digital Strategy
By: Christopher Schofding
Background
• develop sell, and repair computers.
• top selling products are laptops and desktops
• 3 Main Competitors: Lenovo, HP, Apple
• 3rd largest seller of PC computers
• Net Income decreased 72%
Target Audience
• Young Adults ages 18-25
• High School students headed off to college
• Affordable and reliable first computer
Other Potential Customers
• High Schools/Colleges
• Libraries
• Office Buildings
How to Reach Consumers
Through the Power of Technology• Social Media Ads
• Facebook, Twitter, Youtube, Linkedin, Instagram ect.
• Contest/Benefits via Social media
• Blogging
The Old Fashion Way • Television/Radio
commercials
• Newspaper/Magazine Ads
• Billboards
Spokes Person
• Ben Stein
• Alex Trebek
• Michael Dell
Reach or Frequency?
• Reach is the best way to go about campaigning for Dell
• Nation Wide company
• Third largest PC seller needs to reach more people to sell more
• Frequency isn’t appropriate sense Dell is very well know
Measures of Success
• Net Income increase 25%-30%
• Become the 1st or 2nd largest seller of PC computers
• generate 45% more visits to the company’s website
• Any Awards received
Marketing Budget
• $655,000 Budget• Agency Payments - $200,000
• Television Commercials - $400,000
• Radio/Magazine/Newspaper Ads - $10,000
• Social Media Ads - $ 30,000
• Social Media Contest - $15,000
Recap
• Income Increase
• Defeat competitors
• Stay within budget
• Reach > Frequency
• Campaign Using:• Social Media/Blogging
• Television/Spokes Celebrity
• Contest