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