1. Mind the Gap
Meng-Yu (Bruce) Shih

2. Client
•Dell
•Alienware

3. Target Audience
• Potential consumers looking for performance of Alienware
and price of Dell laptop
• Common consumers looking for affordable
computer/laptop
• High-end consumers looking for high performance gaming
computer/laptop
Existed Audience

4. Big Idea
• Decoy Effect
• Create a new sub-brand
• Retain loyal customers
• Attract undecided customers

5. Tools
• Facebook, Twitter, Pinterest, YouTube ads, Google, Google
Adwords, blogs and original official websites

6. Tactics
• Existed Social Media/Website:
• Create suspense
• New Website:
• Allow purchase
• Allow comparison
• New Social Media Accounts:
• Increase exposure for new sub-brand

7. Budget
Initial Cost
Existed producing line $0
Banners/Graphic[1] $1,000
New Website[1] $9,200
Total(Initial) $10,200
Variable Cost
New Website maintenance [1] $500 monthly
Google Adwords[2] $0.40/click
Social media promotion/maintenance 3hrs per day[3] $250/hour for three month
Total (Variable): ($0.40*A Clicks)+($500* B months)+($250*3hrs*90days)=
$67,500+0.40A+500B
Grand Total: $77,700+0.4A+500B

8. Evaluation/KPI
• Online Ordering Sales
• Website Traffic
• Promotional Codes/User Register
• Survey

9. Summary
• Create a new sub-brand
• Attract undecided customers
• Utilize existed social media
• Relatively low cost

10. Reference
Price Quote:
• [1]
http://webdesign.about.com/od/beforeyoustartawebsite/a/
how-much-should-a-web-design-cost.htm
• [2] http://www.google.com/adwords/how-it-
works/costs.html?gclid=CM3A8rKpvb0CFbFFMgodACoAcw#
sourceid=awha&subid=us-en-ha-aw-skup3~29434348805
• [3] http://newmediadl.cas.msu.edu/lessons/121708