advertising and media plan: cyberpower pc

Runn ing Head : THE ADVERTISING AND MEDIA PLAN P a g e | 1

The Advertising and Media Plan: CyberPower PC 2012

MKT355-1204A-01 Principles of Advertising and Public Relations

Phase 5 Individual Project

Sabrina Mergenthaler

Colorado Technical University Online

Professor Lisa Haddock

November 12, 2012

*Author’s Note: Portions of this assignment have been previously submitted within this course for Professor Lisa Haddock.

**-Calendar and Schedule can be found in the accompanying excel file

THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 2

CyberPower PC 2012: The Black Pearl

Date of Release: November 5, 2012

Written By:Sabrina Mergenthaler

OfBusinetiqueAtlanta, GA

Written For:CyberPower PC’s

Black Pearl


Table of Contents

Executive Summary ……………………………………………………. Pg 4

Situational Analysis ……………………………………………………. Pg 6SWOT Analysis

StrengthsWeaknessesOpportunitiesThreats

Marketing Mix ……………………………………………………. Pg 9ProductPricePlacementPromotion

Building an Audience: Surveying …………………………………… Pg 12SurveySurvey Results

Target Markets ……………………………………………………. Pg 15The Primary Target

The Creative Brief ……………………………………………………. Pg 16Impacting the Audience

Media Objectives and Strategies ………………………………………… Pg 17Channeling Media

Media Schedule …………………………………………………….. Pg 19See attachment

Budget …………………………………………………….. Pg 20Paid and Earned IncomeExample of Print/Digital Ad

Advertising Evaluation, Monitoring, and Metrics …………………….. Pg 21

Recommendations …………………………………………………….. Pg 23

Appendix …………………………………………………….. Pg 24


Executive Summary

Visibility is a vital component to being successful in any business. Consumers must see

you, hear you, and want you. Advertising and public relations make up the ties and connections

which bring visibility to your consumers, to your company, and to your brand. Creating strong

ties to your consumer is necessary to accomplishing the goals of most marketing campaigns. To

do we give them what they want and how they want it. Through marketing research, surveying,

analyzing, and interpreting, the firm has concluded the details of an advertising and public

relations campaign for CyberPower PC’s Black Pearl, which will reach the audience in the ways

they have requested (Vollmer, 2008).

The congestion of the computer industry lends to the difficulty for smaller manufacturers,

such as CyberPower PC to stand out amongst the giants (such as Dell, Toshiba, Acer, Apple, and

many more). With such adversaries whose brand comes to mind more easily for many

consumers, CyberPower PC attempts to build a vision of itself among a more nice audience—PC

gamers. Making up more than 40% of the game-player population, this loyal group of gamers

craves the same things that make the Black Pearl the number one gaming system on the market

in its price bracket (Serious Gamers, 2012).

The unfortunate truth is that CyberPower PC lives in the shadow of formerly embarrassed

President Eric Cheung. Thwarted by sister-company-relations to iBuyPower, CyberPower PC

relies on its strengths to bring the company into new light (CyberPower, n.d.). The Black Pearl’s

recent awarding as number one gaming system is just the step-in-the-right-direction CyberPower

not only needs, but should positively exploit.


Having conducted the pertinent research to detailing the techniques and approaches, our

firm feels confident in the ability to chart the course of marketing CyberPower’s Black Pearl.

Based on our findings, our plan incorporates a well-formulated mix of advertising and public

relations opportunities, presented across a variety of media platforms (Grewal & Levy, 2009).

With our strategies, the expansion of the company reach also increases the sales and good-

standing of CyberPower PC.

To demonstrate the full-potential of a marketing plan based on the exceptional Black

Pearl, we have designed a full 12-month media calendar and schedule. The plan focuses on a

partnership with popular, trending, travelling trade shows, such as Dragon Con and Comic Con

—where a vast majority of our audience frequents and feels most “at-home.” Using creative

strategy to tie all messages, CyberPower will not only let consumers know the Black Pearl is

available, but ready for a test run at local events in major cities across America.

The anticipated cost for the immensely-scaled approach is totaled at $350,000. Despite

the considerable cost, the budget encompasses travel expenses, vendor and entrance fees to

shows, and material on nearly all media platforms from direct mail to social media. With

evidence supporting our plan of action, we believe that the Black Pearl has the power to enhance

CyberPower’s current standings, by reaching consumers—personally and professionally. The

Black Pearl is the key to making CyberPower a leader at the table with its biggest competitors,

and a first-to-mind name among computer buyers. Through our course of action, we can depend

on CyberPower’s renewed image.


Situation Analysis

Today’s computer market is flooded with brands –many of which offer nothing different

in the way of computer design or functionality. The Black Pearl is for a market which has grown

a significant 15% since 2011 and continues to steadily increase (Suciu, 2012). Now more than

ever is a time essential for CybePower to make its mark with the Black Pearl. By looking at the

factors surrounding the Black Pearl and CyberPower, we can better assess the effect that our

marketing should address.

SWOT Analysis

For this section, we should draw our attention to the company’s S.W.O.T analysis, and

that of its competitors’. S.W.O.T. is the acronym for the tool which identifies company strengths,

weaknesses, opportunities, and threats. Using this chart, marketing the Black Pearl should exploit

strengths, diminish weaknesses, build on opportunities, and conquer threats (Armstrong &

Kotler, 2006). Below you can see the current environment of CyberPower’s Black Pearl.

StrengthsNiche Product/marketRated Number one system among PC gamersVisual Capabilities

Speeds and ProcessesDesigned for gaming

WeaknessesYouth in businessSister-company relation

Eric CheungUnfamiliar brand/company

Cost

OpportunitiesJoint-ventures with BestBuy, Amazon, and TreyarchStrong media connections

ThreatsFamiliarity of brands like Dell, Toshiba, Apple, etc.

Resignation of leadership


Strengths

The Black Pearl has already been identified as for a niche market—a market that

generates $18.6 billion of revenue a year. With 40% of the [growing] gamer population

committed to gaming on PCs, the Black Pearl considers their needs with such precision accuracy,

that it has already been rated as the number one gaming system in its class (Best Gamer PC,

2012) (Suciu,2012).

Potentially, this is due to the

quality in visual graphics and

the speedy processor

contributing to a sense of

being part of the game.

CyberPower should take pride

in that award for its attention to gamer desires, and make consumers aware of these components.

Weaknesses

In fact, making consumers aware of the value is important considering the devaluation of

the company by its connection to President Eric Cheung and sister-company iBuyPower—both

notorious for bad practices. Coupled with its youth as a company, CyberPower is viewed as the

new kid on the block, and not-to-be trusted. Mixed further with the congestion of the industry,

which makes the brand nearly invisible, the Pearl generates skepticism with its flashy sticker

price of $1,195 before customization. To combat the negative first impression, CyberPower will

make the Black Pearl available for testing and demonstrations in arenas where the consumers are

most comfortable—trade shows like Dragon Con, Comic Con, and the local PC trade show.


Opportunities

Despite these challenges, CyberPower and the Black Pearl can have a bright future with

joint ventures. By partnering with companies such as BestBuy and Amazon, and game designers

such as Treyarch and Activision, CyberPower can offer video games and discounts for video

games with purchase, as well as student discounts for students and teachers of local schools.

Providing detailed information on these savings events can be done through direct mail,

television, radio, and even internet; which means media connections will stay strong. Since

future marketing will be reliant upon sturdy media connections, these opportunities should not be

missed and are well-implemented in our strategies (Grewal & Levy, 2009).

Threats

Included in our strategies also is the anticipation of certain threats. In the case of

CyberPower, the lack of familiarity with the brand has the likelihood of deterring consumers

from making initial purchases. We counter this by putting ourselves in their path. By using an

effective frequency strategy, we make the Black Pearl and CyberPower a brand worth

remembering.

However, CyberPower also contends with its history and ownership. The relationship of

President Eric Cheung and iBuyPower to CyberPower receives massive ridicule, and in some

cases, results in negative reviews for the wrong company (CyberPower, n.d.). In an effort to

overcome this barrier without the obvious discharge of the company founder, we have proposed

a “try-before-you-buy” game station as part of our travelling tour with Dragon Con and Comic

Con. The station will include several systems and a variety of the latest PC video games to allow

more users to experience the power of a Black Pearl.


Having conducted the SWOT analysis we have begun to hone in on the areas which need

improvement and those which will get us closer to our marketing goals. With these concepts

spawned, we can focus on the next step in the process—becoming familiar with the marketing

mix.

Marketing Mix

The marketing mix considers the four p’s: product, price, place, and promotion when

developing the marketing plan. With the four p’s in mind, we recall to create value in the

product, capture the value in our pricing, deliver the value in our placement, and communicate

the value in our promotions (Armstrong & Kotler, 2006).

Product

CyberPower introduces us to the Black Pearl—the product. The value of the Black Pearl

lies in its design for gaming—comfort, layout, features, capabilities. In the use of the best quality

graphics card and processing unit, CyberPower has created an industrial strength machine for the

gamer who wants more than a game. The extensive nature in which CyberPower builds the Black

Pearl for the pure intention of being sucked into another world is gripping, and everything a real

gamer seeks in a computer (Best Gamer PC, 2012).

Price

CyberPower offers this and more with the Black Pearl. With quality so rich and

captivating, consumers would expect to pay upwards of $5,000 for a system capable of doing

everything the Black Pearl does (Survey Findings, 2012). The Black Pearl is modestly listed at

$1,195. Even with all the extras and upgrades offered by CyberPower to ensure that the absolute


best in gaming PCs was achieved (36” monitor upgrade, processor boost, memory increase,

graphic card upgrade, etc.), the designed unit totaled $4,675—still well-below the expected

$5,000 consumers believe they would have to pay to obtain the same performance of PC

(CyberPower, n.d.). Now, that is value!

Placement

As we combat negativity, we essentially dare our consumers to give us a try. By tagging

along with popular travelling shows such as Dragon Con and Comic Con, we bring our brand

and familiarity to people who want to find us. Even down to setting up the stations within our

vendor booth in order to funnel consumers towards the testing site and representatives relies on

placement. Locations within the centers will get varied traffic; therefore, it will be necessary to

get all vendor applications and requests made in advance, to ensure a prominent location at each

event.

Positioning strategy of the Black Pearl within tradeshows should encompass the

distinguished identity of CyberPower. CyberPower PC is a very distinguished brand. Their Black

Pearl is the finest gaming system available for its price bracket (Best Gamer PC, 2012). But

where is CyberPower PC going to rival competition? The answer is in tradeshows—more

specifically, local gaming and computer conventions, as well as more popular events such as

Comic-con and Dragon-con.

Our audience is gamers. Not just any gamers, but the ones who are so invested in their

gaming experience that spend more than seven years of their life in front of a computer playing

(Serious Gamer, 2012). They play multiplayer games (MPGs) and multimedia online role

playing games (MMORPGs). They spend time dressed up at renaissance fairs and comic book


conventions. These people want the gaming experience that feels like reality. At events like

these, CyberPower meets consumers where they feel most comfortable. CyberPower

representatives can engage with these consumers in a language that is their own.

This strategy will require more representatives to reach consumers on a personal level.

However, we can supplement the need for excessive representatives by setting up various

stations to “attend” to consumers while they await personal attention. A strategic layout of

attention-grabbing stations will be used to channel consumers through the booth, and directly to

sales representatives. The “starting” area should use a model to draw people to a display of the

Black Pearl. The model should announce the specific features and advancements of the

computer.

As guests move further down the booth, they find the “test-drive” area, where computers

are set up with some of the top-rated PC games. At this station, event-goers can engage with

other users as well as get a real feel for the system. The station should convince the buyer to

inquire more about the system, and funnels towards the sales representatives who should make

the finale of the experience the most personal (by designing a computer than meets the buyer’s

needs) (Vanegas, 2012).

Promotion

We also develop our joint ventures and partnerships to create mutually beneficially

situations. By promoting that CyberPower’s Black Pearl will be available at specific locations in

the respective events; marketing is conducted for both the event as well as CyberPower, and

therefore builds upon mutual relations. As familiarity with the Black Pearl booms, material will

be generated for the event marketers to incorporate in their media.


Additionally, CyberPower will use local city television, radio, magazine, newspapers,

and even a list-managed e-mail to promote their presence and the availability of products at

respective shows. In order to reach effective frequency, the included calendar marks the dates in

which these materials should distributed and re-introduced. Using these strategies to further

develop the marketing campaign, we can now look to building our target audience.

Building an Audience: Surveying

Preliminary conception of a population was based on computer gaming statistics. To

further define the consumer for the Black Pearl, and identify the means by which they would

prefer marketing communication, much surveying was necessary. In order to advance our

campaign, the following survey questions were sent to consumers fitting the preliminary

consumer profile.

Survey

1. How soon do you plan to make your next

gaming computer purchase?

O- 1 month or less O- 1-3 months O-

3-6months O- 6-12 months

2. What is your budget for a new computer?

O- $200-$500 O-$501-$750 O- $750-$1,000 O$1,000+

1 mon

th or

less

1-3 m

onth

s

3-6 m

onth

s

6-12

mon

ths

0

10

20

Purchase Expectation

Number of people


3. Do you prefer to make purchases via the

internet, mail catalogue, or in-store?

O Internet O Mail Catalogue

O In-Store

4. When making a purchase decision, what resources are most useful to you?

O Reviews by someone trusted and knowledgeable in the product

O Word of mouth

O Online reviews

O Product-specific magazines (e.g. PC Magazine)

O Advertisements

O Company site

O Press releases

5. Please rate the following statement:

I prefer a computer that handles the advanced graphics and CPU consumption required by popular PC games.

O-Strongly Disagree O- Disagree O- Neither agree or Disagree

O-Agree O- Strongly Agree

6. Considering the after-purchase value that comes with purchasing new computers—

which includes communications from the company—how do you prefer the company to

communicate with you?

0

20

Preferred Purchase Method

Number of Responses Resourses used

Trusted Reviews

Word of Mouth

Online Reviews

Company Site

Product Specific Magazines

Advertisements


O-traditional (TV and Magazine)

O-Digital (internet, Mobile devices)

O- Social Media (Facebook, Twitter).

7. What is your perception of the cost of a high-end gaming computer

O- $500-$1,000

O- $1,001-$5,000

O- $5,001-$10,000

O- $10,000+

8. Who makes the purchase decisions?

O- Self

O- Spouse or partner

O- Shared purchase decision authority

*Concepts for survey (Vollmer, 2008)

Survey Results

Conducive to creating a marketing

campaign that fits our target audience on all

levels, it was necessary not only to define the consumer in specific detail, but determine the ways

Tradi-tional

Digital Social Media

0%

20%

40%

60%

80%

100%

Communication Preference

Percentage or Preference


they wish to be contacted, how they prefer to purchase, and what price they are willing to pay. Over a

hundred surveys were sent to our gaming population, and nearly 50 responded. As the marketing

campaign seeks to inform, excite, and educate these consumers on the Black Pearl, this survey was

useful in letting us know they prefer we use internet outlets and social media. For that reason, we

have incorporated the “tweet your location” for trade show events. Users can tag CyberPower and the

Black Pearl when they check-in on social networking sites at the tradeshow events. Our plan ties e-

mail marketing, popular gaming sites, video streams, and blogs to effectively communicate with an

“in the now” experience for followers (Survey Findings, 2012).

Target Markets

The Primary Target

The NPD Group's 2009 Gamer Segmentation Report dissects the US gaming market in

depth. Drawing on responses from nearly 21,000 people taken during the January survey

estimated the domestic number of gamers increased by 4.3 million. Further, NPD concluded that

some 67.3 million Americans use the PC as their primary gaming platform (Thorsen, 2009). In

2011, the Entertainment Software Association (ESA) found the average age of the game player

was 37. Most of the gamers fall into the 18- to 49-year-old bracket, and can spend as much as 40

hours gaming a week. More impressively the proportion of female gamers has increased to 42%

(Serious Gamer, 2012).

Computer video game sales account for $80 million of the gaming industry’s sales, and is

projected to come even more alive as technology advances the abilities of games. CyberPower


PC is a company that seeks to offer tomorrow’s technology at prices serious gamers can be

serious about.

But who are the serious gamers? Based on the findings of our survey we learned more

about the profile of our target

audience. We know they are

between the ages of 24 and 45. We

have assessed that they have an

income between $45,000 and $75,000 annually. Our consumers often carry 2-year degrees and

below, and live in middle-income environments (Overview, n.d.).

The Black Pearl’s consumers are more than some numbers and profile-fitters, though.

They are the players and creators of games like Call of Duty, Modern Warfare, StarCraft, Diablo,

Medal of Honor, and many more titles which have topped the charts in sales. These are games of

hi-def graphics and real time investment. Typical gamers fit a cliché style in activities and music.

For example, the audience is likely to indulge in hard rock and alternative music genres. They

often have a mentality of allowing a game to take them “away from reality (Suciu, 2012).”

Willing to travel great distances to partake in events, such as Dragon Con and Comic Con,

marketing for these events can be sent to subscribers on our managed lists within 250 miles of

the tradeshow.

The Creative Brief

Impacting the Audience

Reaching the respective market and creating the advertising that will impact that market

most relies on putting the material where they will readily receive it. Using messages that convey

Target ConsumerSerious Gamers

Age Income Education Location

24-45 $40K-$75K 2 years of college or less Major cities


the value of the Black Pearl is essential to our success (Shimp, 2003). The value of the Black

Pearl can be found in the quality components, visual effects, speed, sound, and performance

capabilities. These are the ideas our consumers need to be aware of.

Use of messages in our streaming videos, blogs, and newsletters can include:

“Don’t get dead because you didn’t see the sniper in that window—Never miss a

shot with the Black Pearl’s precision, hi-definition monitor.”

“Get sucked into the game with the Black Pearl’s surround sound speakers, visual

effects, and motion enhanced systems that bring the game to life.”

Slogans for our try-it-at-the-tradeshow gaming station will include:

“Be one with the game”

“Step into your world”

These messages plant a clear indication that CyberPower PC understands the audience

and what they want in their games and gaming system. These messages also act as an invitation

to the many variable methods for which we have constructed to reach the target consumer. For

instance, surveying has shown us that our consumers prefer to communicate via the internet. This

keeps CyberPower open to broadcast videos, blogs, digital advertisements, and much more with

these messages. Using these forms, intense visuals of the system and its abilities, and gamer

response can be portrayed.

As our consumers also engage in tradeshows and conventions surrounding computers,

games, and sci-fi fantasy media presented to the consumer online should point them in the

direction of the company site and the events in which the Black Pearl can be tried and purchased.


Our audience will prefer to touch and use products before they conclude their buying decisions,

and CyberPower will be sure to put their product before the consumer to do just that (Vanegas,

2012).

Media Objectives and Strategies

As the manufacturers of the Black Pearl, CyberPower PC understands that computer

games are meant to be more than played—they are to be experienced. With the leading

components, the Black pearl stands out among gaming computers as the best system available

with an amazingly comparable price. However, that alone will not generate excitement, or

consumer desire. For that reason, CyberPower must use advertising and public relations to

advance the visibility of the brand by increasing consumers’ natural desire to obtain products

now for the Black Pearl. Their goal therefore, will be to tease, excite, and provide consumers

with the reason for believing in the Black Pearl (Overview of the Role, n.d.).

Channeling and Media

For this particular segment, maintenance of the media and channels through which we

reach consumers is dependent on consistency. Despite their online engagement, CyberPower will

also run print ads in popular computer gaming magazines. The selected magazines also have

online sites in which our advertisements will also appear. When consumers move from their

magazine subscription to the website for open discussion on the site’s forums, they will receive a

familiar image of the Black Pearl, as well as detailed copy regarding the system. When they

logon to their Facebook accounts, they will be met with images directly from CyberPower’s own

Facebook page and an invitation to “like” the company. Additionally, with the use of Facebook,

our advertisements will be pinned to the side bar of those who match our target profile, apps can


be generated to create more interaction, and links to a variety of CyberPower blogs, videos, and

tips can be distributed (The Public Relations, n.d.).

Though social media should not be used solely at the events, for this particular strategy,

each event should act as an opportunity to build brand visibility through trending. Using

networks such as Facebook and Twitter to post images, check-ins, and videos of event-goers’

experiences, CyberPower will trend hash tags such as “#EnteredTheGame” and

“#UsingCyberPower.” Consumers will also be able to tag their location to the respective event.

CyberPower can also use these

networks to create stronger

relations with partner companies,

media connections, and suppliers,

which will aid in building the

visibility of the brand on social

media (The Public Relations, n.d.).

Media Schedule

Following a media schedule

is prudent to ensuring that focus and consistency in the marketing messages and approaches. The

media schedule includes all the ideas surrounding an entire marketing campaign for a set time.

Included in this report, we have compiled a media schedule and marketing plan for 12 months

that uses tour dates, and quarterly game releases to produce content and material to engage with

consumers. You can see a screenshot of our plan below is filled with the details of an intense

campaign, but for the full effect, please see the attached excel file.

Month

Sales Goal

Week of (Mon. Start) 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18

Sales Support

Bonus buyPublic Relations

Dragon Con/Comic-con

local Trade show17th & 18th (Dow ntow n

15 & 16 (Tow nsqua

19 & 20 (Uptow n)

16 & 17 (Dow ntow n

Direct Mail

Press ReleasesAnnounce 2013 Tour

12Q4 Report

Interactive

Keyword/Search

GamePro.com

PCGamer.com

Social Media

GameStation (shows)17th & 18th (Dow ntow n

15 & 16 (Tow nsqua

19 & 20 (Uptow n)

16 & 17 (Dow ntow n

Blog/RSS

EmailThe Black

Pearl The Black

Pearl The Black

Pearl The Black

Pearl The Black

Pearl

Website Messaging

Video StreamGetting to know the

Best games on the Black

Features and

The black Pearl from

Mobileonce a month--

once a month--

once a month--

once a month--

Advertising

TVLocal station

Local station Local Stations Local Stations

RadioLocal station

Local station Local Stations Local Stations

Internet

Print

Outdoor

CyberPower PC Advertising and Media Calendar 2013: The Black PearlNovember

350 Units 275 Units

January February

CC-Chicago, IL DC-Miami, FL

December

DC-Atlanta, GA CC- New York

500 units 950 units

topic: The hottest games are yet to come

GoogleAdsense & Bing forHoliday season Goodle Adsense & Bing Perfect for Valentine gifts

See Media Schedule See Media Schedule

"Get the gear to live the game this holiday w ith CyberPow er's Black Pearl"

Topic: Touring w ith Comic-con and Dragon Con event schedule

What is the difference betw een a gaming computer and a typical computer? topic: More bang for your buck

"Skip the chocolate and f low er's this Valentine's day and get the gift she really w ants. Explosions. Hi-Definition explosions."

Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions

Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions

DC-Atlanta, GA CC- New York CC-Chicago, IL DC-Miami, FL

See Media Schedule See Media Schedule See Media Schedule

Billboard off major interstate w ithin radious

Digital ad appears on GamePro.com and PCGamer.com, promotes The Black Pearl and indicates the next tour date, for 3 months, 3,000 unique view s per w eek

Local NY Stations

Local NY Stations

Local NY new spapers, trend magazines, event magazines

Billboard off major interstate w ithin radious of event location

Local Chicago Stations

Local Chicago Stations

Local Chicago new spapers, trend magazines, event magazines




Atlanta stations

Atlanta Stations

Atlanta Journal Constitution, Creative

Local Ft.Lauderdale and Miami new spapers, trend magazines, event

Local Miami Stations

Local Miami Stations

Local Orlando new spapers, trend magazines, event magazines

List 250 Miles of Local Event





Budget

Paid and Earned Options

Media Size Frequency CostPC Gamer Magazine Full page 3x (or one Print Ad for

3 months (3 magazines))

$13,972

PCGamer.com Clickable Banner 30days $5,000Facebook Variable 3-mos required $50,000

DragonCon 15 X 15Vendor Booth 6 shows $12,000 (Vendor fees and Application)

Comic Con 18 X 18 vendor booth 6 shows $12,500 (Vendor fees and Application)

Truth be told, unique marketing efforts must be researched, assessed, and applied

for a company to retain leadership in its industry (How to Formulate, n.d.).Throughout our media

plan and marketing strategy, it is important to know where we must have paid media, and where

we can benefit from earned media. Advertising is the paid media, while public relations lend to

earned media—it is essentially free (Shimp, 2003). Because the nature of earned media

relinquishes a portion of the cost of our marketing this report will focus on paid media such as

print ads and digital media.

Our plan elects to use print advertising in popular computer gaming magazines, digital

advertising on popular gaming websites, and social media networking through Facebook. For the

(Cashmore, 2012) and (PC Gamer, 2012)


audience we are after, magazines such as PC Gamer, Computer Games Magazine, and Game Spy

are great resources for print ads. Consumers who purchase these magazines are also likely to

engage in the respective magazine’s website. This opens the opportunities for digital advertising

through the same companies at discounted rates. Combined with the use of Facebook to present

advertising and build earned media, CyberPowerPC will reach its intended audience by being in

the world in which the consumer is most engaged—the computer(Online Lead, n.d.).

The related costs for these options are reflected below, and are based on the rate cards of

their respective media.

PC Gamer publishes a magazine once a month. However, their corresponding website will run a

banner ad for 30 consecutive days. Facebook, though a more costly option, finds the audience,

and runs the ad directly to the user’s page over a three months period (longer if we choose to pay

for longer).

Example Print/Digital Ad


Advertising Evaluation, Monitoring, and Metrics

It is important to understand, though, that advertising and marketing is only successful

when monitored and measured to have accomplished a goal. Today it is not only crucial to have

measurability, but to have the ability to measure quickly and efficiently in order to make

adjustments (Armstrong & Kotler, 2006). The methods, for that reason, reflect options that

provide such details at the speed in which they occur.

You will notice throughout the campaign that everything points back to our internet

activity—such as, the company site or any of its social networking sites. Due to the integration of

such media outlets into nearly every platform, from desk top to mobile devices, we have access

to massive groups of people. More specifically, we have access to nearly every one of our target

consumers. The moment any of our marketing material sends a consumer to any of our online

locations, we generate immediate data. We see their “likes” and “shares” on Facebook. We see

Small Print section for terms conditions, locations, and other information. Can extend from this line

to .5” from page bottom border.


their “favorites” and “retweets” on Twitter. We can even see who is talking about the company

and product using our hash tags. We can obtain data from sales at the events, as well as measure

the traffic and impact of the Black Pearl on traffic. We can determine the percentage of event

traffic which participated in our booth, and conduct online consumer surveys to measure

consumer satisfaction with our presence at the event locations.

From this data we can measure who is looking for us, what they are looking for, what

material brought them to our site, and so much more. This data will also indicate which pieces

are not performing. With knowledge like this, we can make decisions that take us in new

directions, or use fallback options, or even define ways to enhance our approaches. Best of all,

we can do it at the speed of now. As part of any campaign, a need to adjust is imminent. Having

a plan in place to take effect as if it were always in place is essential to avoiding disaster. Today

is a “now” environment, and by directing consumers to our online and digitally interactive

locations, we put them in their comfort zone and begin preparing them for the online

communications and funneling process.

Our plan also supports the measure for units sold. While we feel financial

indicators are great to have for goals, the use of some financial data to measure the success of a

campaign is not always fruitful. In this case, the systems are fully customizable, which means

revenue will have to make assumptions based on those who will purchase the system with over a

hundred different options. We find for our purpose, a measure of units sold is more fruitful to our

mission. For this reason, you will see in our plan, an anticipated unit sale number located at the

top. This number is based on the desire for the computers in the time frame they are desired, and

their relation to the release of certain games—details we learned regarding CyberPower’s

consumer during our research (Survey, 2012).


Recommendations

Essentially, CyberPower wants to meet consumers in their own playground—on their

computer via the internet. The consumers are already present and searching for material to

answer their needs. By placing our impacting media where consumers already feel comfortable,

and inviting them to engage in other places where they will feel comfortable, CyberPower’s

consumers will be more ready and comfortable in interacting with the company. Consumers will

not only see the dimensions and capabilities of the computer from their computer, but experience

them in person.

Our firm highly recommends CyberPower invest in this campaign, as it embraces all the

qualities reflective of your fulfilling company; demonstrates the immense magnitude of

capabilities of the Black Pearl; and more importantly is measurable, consistent, builds brand

visibility, and is adaptive to changes. With these approaches, our audience will believe in the

Black Pearl and will not resist their need to “have it now.”

Appendix

Armstrong, G., & Kotler, P. (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice Hall.

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

Campaign Strategies and Tools. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/21574.pdf

Cashmore, P. (2012). Facebook’s Advertising Rates Unveiled. Mashable Social Media. Retrieved from http://mashable.com/2007/07/30/facebook-rate-cards/


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

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

How to Formulate Media Strategies that Advance an Organization's Goal. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p2/hub2/3328.pdf

Overview of Advertising and Public Relations. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/3327.pdf

Overview of the Role of Advertising. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/23458.pdf

PC Gamer. (2012). PCGamer. Retrieved from http://dl.futureus.com/assets/pcgamer_rates_specs.pdf

Shimp, T. (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. Mason, OH: Thomson-SouthWestern

The Public Relations Strategy: Plan, Pitch, Place. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/50000/41727.pdf

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

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

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/

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


Vanegas, C. (2012). Trade Show Success Strategies. Fox Business—Small Business Center. Retrieved from http://smallbusiness.foxbusiness.com/entrepreneurs/2012/04/19/trade-show-success-strategies-1517603108/

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

advertising and media plan: cyberpower pc

Business

cyberpower pc lives

cyberpower pc attempts

cyberpower pcrelies

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cyberpower pcs black

marketing plan

surveying pg

strategies pg