The trio of Dell, HP, and Lenovo are partnering up to let consumers understand that personal computers purchased over five years ago cannot be as fulfilling as the latest models in the market today, and they are collaborating with Microsoft and Intel to run a $70 million ad campaign which will convince consumers to go for latest computers.
The joint marketing effort between the five has been tagged “PC Does What?” and it will be a sustained six-week ad campaign to let consumers understand the need to go for more modern computers. And to whet your appetite, you can preview the five commercial TV ads to be run right now.
The $70 million ad campaign will kick off on October 19, and it will run across multiple media channels including TV, print, radio, and online ads; and traditional advertorials will not be left out – this is commissioned or sponsored blog or article posts promoting a service or product.
Considering the fact that the US and China account for over half of the global PC market, the big five will be limiting the ad campaigns to these two countries for now, but other countries might be targeted in subsequent ad deals.
The heads of marketing at Dell, HP, Lenovo, Microsoft, and Intel were present during a presentation to announce the joint ad effort, and they pointed out that the core objective of the ad campaign is to convince consumers of the need to buy newer PCs because of their modern technology instead of continuing to rely on older models with outdated technology.
"We want to let them know how much better today's PCs are than the PCs they're using," said Steven Fund, Intel's chief marketing officer via a live-streamed presentation.
"Millions of people are still using outdated systems," insisted Karen Quintos, Dell's chief marketing officer. "For consumers and business users alike, entirely new benefits and features come standard in the latest devices. Now is the perfect time to experience what you've been missing."
Although the sales for PCs have been on the decline in recent times, the group of five is positive they can ramp up sales again with sustained and combined marketing efforts targeted at same consumers. The trio of Dell, HP, and Lenovo sold a combined total of 375 million PCs in 2011, but the IDC predicted a total sales volume of 282 million for this current year, signifying a 25% decline in four years.
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"It is a replacement market," Stephen Baker, an analyst with the NPD Group said. "The thrust [of this campaign] is to find a way to shave the replacement cycle. This is more about why you need to keep up with your PC even when you spend most of your time on your phone."