Dell Alienware Digital StrategyDell Alienware Digital Strategy
Yue Gao
Brand AnalysisBrand AnalysisCurrent Status
Alienware is a computer hardware subsidiary of Dell, Inc., which is currently Dell’s premier gaming brand in global market.
The distinctive theme design gives its products (desktops, laptops, workstations and computer peripherals) a special “sci-fi” style.
Business Challenges
Overpriced: Cutting-edge stuff adds the price up.
Heat Problems: Common problem, cooler suggested.
Frequently Upgrade: Products are easily outdated.
Current Status
Alienware is a computer hardware subsidiary of Dell, Inc., which is currently Dell’s premier gaming brand in global market.
The distinctive theme design gives its products (desktops, laptops, workstations and computer peripherals) a special “sci-fi” style.
Business Challenges
Overpriced: Cutting-edge stuff adds the price up.
Heat Problems: Common problem, cooler suggested.
Frequently Upgrade: Products are easily outdated.
GoalsGoals
Promoting AlienwarePromoting Alienware
Increasing the Increasing the share of voice (SOV)share of voice (SOV) of Dell, of Dell, Inc.Inc.
Rising the extra Rising the extra share of voice (ESOV)share of voice (ESOV) to to maintain the growth of the brandmaintain the growth of the brand’’s share of s share of market.market.
Promoting AlienwarePromoting Alienware
Increasing the Increasing the share of voice (SOV)share of voice (SOV) of Dell, of Dell, Inc.Inc.
Rising the extra Rising the extra share of voice (ESOV)share of voice (ESOV) to to maintain the growth of the brandmaintain the growth of the brand’’s share of s share of market.market.
Digital StrategyDigital Strategy
Target AudiencesTarget Audiences
Group:Group: Young adults, Game lovers, Teenagers/ParentsYoung adults, Game lovers, Teenagers/Parents
Age:Age: 15-4515-45
Income: Income: avg. 50,000/year, household avg. 50,000/year, household
Geographic: Geographic: United StatesUnited States
Psychographic: Psychographic: People who love to play 'large-scale' People who love to play 'large-scale' PC games; who have high requirements to their 'battle PC games; who have high requirements to their 'battle equipment'; who like personalized and innovative equipment'; who like personalized and innovative designed devices... designed devices...
Target AudiencesTarget Audiences
Group:Group: Young adults, Game lovers, Teenagers/ParentsYoung adults, Game lovers, Teenagers/Parents
Age:Age: 15-4515-45
Income: Income: avg. 50,000/year, household avg. 50,000/year, household
Geographic: Geographic: United StatesUnited States
Psychographic: Psychographic: People who love to play 'large-scale' People who love to play 'large-scale' PC games; who have high requirements to their 'battle PC games; who have high requirements to their 'battle equipment'; who like personalized and innovative equipment'; who like personalized and innovative designed devices... designed devices...
Digital StrategyDigital Strategy
Media ChoicesMedia Choices
Social Media:Social Media: Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, etc.etc.Other Internet Marketing:Other Internet Marketing: E-mail, Google AdWords, Tech Web E-mail, Google AdWords, Tech Web Reports, Celebrity Interview Video, etc.Reports, Celebrity Interview Video, etc.Mobile:Mobile: Geo-location App, QR Code, etc. Geo-location App, QR Code, etc.
2012 2012 Summer:Summer: ““The Flames of WarThe Flames of War””- - Selling points:Selling points: Summer vacation, hot weather, tense Summer vacation, hot weather, tense battle, call for actions...battle, call for actions...
2012-2013 2012-2013 Winter:Winter: ““Befriend AliensBefriend Aliens””- - Selling points:Selling points: Holidays, exchange gifts, quality presents... Holidays, exchange gifts, quality presents...
Media ChoicesMedia Choices
Social Media:Social Media: Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, Facebook, Twitter, Pinterest, Youtube, Vimeo, Blog, etc.etc.Other Internet Marketing:Other Internet Marketing: E-mail, Google AdWords, Tech Web E-mail, Google AdWords, Tech Web Reports, Celebrity Interview Video, etc.Reports, Celebrity Interview Video, etc.Mobile:Mobile: Geo-location App, QR Code, etc. Geo-location App, QR Code, etc.
2012 2012 Summer:Summer: ““The Flames of WarThe Flames of War””- - Selling points:Selling points: Summer vacation, hot weather, tense Summer vacation, hot weather, tense battle, call for actions...battle, call for actions...
2012-2013 2012-2013 Winter:Winter: ““Befriend AliensBefriend Aliens””- - Selling points:Selling points: Holidays, exchange gifts, quality presents... Holidays, exchange gifts, quality presents...
Digital StrategyDigital StrategyPreparationsPreparations
SEOSEO - for Alienware Website - for Alienware WebsitePPC StrategyPPC Strategy - Setup Google AdWords/FB Ads/ - Setup Google AdWords/FB Ads/ WordPress Ads AccountsWordPress Ads AccountsContentsContents - Campaign e-mails, blog posts - Campaign e-mails, blog posts
Campaign ActivitiesCampaign Activities
CelebrityCelebrity Game Lovers - generate buzz Game Lovers - generate buzzAlien Timeline Cover - obtain Alien Timeline Cover - obtain ‘‘Alien ScriptAlien Script’’ name tag name tagCheck-in with Check-in with #Alienware#Alienware - award - award ‘‘Alien BadgeAlien Badge’’QR code QR code ‘‘Alien RiddleAlien Riddle’’ - get discounts - get discountsSpecial DaysSpecial Days Purchases - personalized engraved Purchases - personalized engraved
PreparationsPreparations
SEOSEO - for Alienware Website - for Alienware WebsitePPC StrategyPPC Strategy - Setup Google AdWords/FB Ads/ - Setup Google AdWords/FB Ads/ WordPress Ads AccountsWordPress Ads AccountsContentsContents - Campaign e-mails, blog posts - Campaign e-mails, blog posts
Campaign ActivitiesCampaign Activities
CelebrityCelebrity Game Lovers - generate buzz Game Lovers - generate buzzAlien Timeline Cover - obtain Alien Timeline Cover - obtain ‘‘Alien ScriptAlien Script’’ name tag name tagCheck-in with Check-in with #Alienware#Alienware - award - award ‘‘Alien BadgeAlien Badge’’QR code QR code ‘‘Alien RiddleAlien Riddle’’ - get discounts - get discountsSpecial DaysSpecial Days Purchases - personalized engraved Purchases - personalized engraved
TimelineTimeline
April May June July August
October November December January
BLOG POSTS, SEO, PPC PLAN,
E-MAIL, CELEBRITIES
BLOG POSTS, SEO, PPC PLAN,
E-MAIL, CELEBRITIES
CELEBRITY BUZZ,
CAMPAIGN VIDEOS
CELEBRITY BUZZ,
CAMPAIGN VIDEOS
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- THE FLAMES OF WAR -
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- THE FLAMES OF WAR -
BLOG POSTS, SEO, PPC PLAN, E-MAIL,
CELEBRITIES
BLOG POSTS, SEO, PPC PLAN, E-MAIL,
CELEBRITIES
CELEBRITY BUZZ, CAMPAIGN VIDEOSCELEBRITY BUZZ,
CAMPAIGN VIDEOS
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- BEFRIEND ALIENS -
‘ALIEN TIMELINE COVER’, ‘ALIEN RIDDLE’, ‘CHECK-INS’...- BEFRIEND ALIENS -
special days: NOV. 22~27; DEC.24~31; JAN.1special days: NOV. 22~27; DEC.24~31; JAN.1
BudgetTotal: 50,000 USD (6 month)Approx. 8,000 USD/month Approx. 8,000 USD/month Contingency: 2,000 USD Contingency: 2,000 USD
Pay Per Click: Pay Per Click: $2,650/month(Including: Google AdWords, Facebook Ads, WordPress Ads)(Including: Google AdWords, Facebook Ads, WordPress Ads)
SEOSEO (For Alienware's website): (For Alienware's website): $1,500/month
Social Media: Social Media: $1,800/month
Mobile: Mobile: $1,100/month
E-mail: E-mail: $500/month(Including: News Letter, Promotional e-mail)(Including: News Letter, Promotional e-mail)
Content: Content: $450/month
Total: 50,000 USD (6 month)Approx. 8,000 USD/month Approx. 8,000 USD/month Contingency: 2,000 USD Contingency: 2,000 USD
Pay Per Click: Pay Per Click: $2,650/month(Including: Google AdWords, Facebook Ads, WordPress Ads)(Including: Google AdWords, Facebook Ads, WordPress Ads)
SEOSEO (For Alienware's website): (For Alienware's website): $1,500/month
Social Media: Social Media: $1,800/month
Mobile: Mobile: $1,100/month
E-mail: E-mail: $500/month(Including: News Letter, Promotional e-mail)(Including: News Letter, Promotional e-mail)
Content: Content: $450/month
Evaluation
Number of social networking page followers
Social Mention.com - Amount of Positive Voices
Product Sales
Post-email-surveys
Number of name tags, badges, and engraves
Number of social networking page followers
Social Mention.com - Amount of Positive Voices
Product Sales
Post-email-surveys
Number of name tags, badges, and engraves
ContingencyContingency
StopStop FB Ads and/or WordPress Ads if FB Ads and/or WordPress Ads if CTRCTR does not reach 5% in two months in each does not reach 5% in two months in each campaign.campaign.
Put all the budget for PPC Ads into Google Put all the budget for PPC Ads into Google AdWords to boost CTR.AdWords to boost CTR.
Engage into positive conversations to ensure Engage into positive conversations to ensure the the SOV/ESOVSOV/ESOV quality if negative mentions quality if negative mentions grows on socialmention.com. grows on socialmention.com.
StopStop FB Ads and/or WordPress Ads if FB Ads and/or WordPress Ads if CTRCTR does not reach 5% in two months in each does not reach 5% in two months in each campaign.campaign.
Put all the budget for PPC Ads into Google Put all the budget for PPC Ads into Google AdWords to boost CTR.AdWords to boost CTR.
Engage into positive conversations to ensure Engage into positive conversations to ensure the the SOV/ESOVSOV/ESOV quality if negative mentions quality if negative mentions grows on socialmention.com. grows on socialmention.com.