Product Description:  The PocketCom is a palm-sized personal communication and entertainment device with total wireless access to allow for: cellular communications, Internet access, and file transfer or wireless headset usage.  Key features/benefits include:

 

-- Compact, lightweight design to fit in pockets or purses

-- High-resolution OLED screen that is adjustable from 2.5" to 3.5" for rich user experience

-- VoIP capability when in range of a wireless LAN hotspot to reduce cellular phone costs

-- 12-hour battery life to allow for a full day's work or play

-- 8GB of storage for important files, photos, MP3s, and downloaded games/applications

 

The PocketCom will be available in entry, midrange, and high-end models and priced attractively to appeal to busy executives, road warriors, students, and other people on-the-go.

 

Objective:  Determine key selling features that resonate with target customers in order to develop messaging for branding, PR, and advertising campaigns

 

Methodology:  Focus groups comprised of target customers:

 

-- Executives, sales people, and road warriors

-- Students: high school through college

-- Active, stay-at-home parents:  "soccer moms", active in school and community

 

Objective:  Develop key messaging and content for:

 

-- Advertising: print, radio, TV, online

-- PR

-- Collateral:  brochures, retail POP

 

Methodology:  Combination of in-house copywriting and contracted agency services

 

Objective:  Determine which media to use and where to place in order to reach desired targets:

 

Methodology:  combination of print, radio, outdoor, and online media (samples below):

 

PRINT

-- National print:  USA Today/WSJ (Execs and road warriors)

-- Major Metro print:  top 12 statistical metro areas (Execs, parents)

-- In-flight magazines (execs, road warriors)

-- Top enthusiast pubs for each demographic (i.e Car & Driver, Golf Digest, etc.)

 

RADIO

-- 20-30 second spots on nationally sysndicated and major metro talk radio shows, placed during morning and evening drive-time commutes

-- Top easy-listening stations in major metros

-- Top hip-hop and R&B stations in major metros

-- Top alternative rock stations in major metros

 

INDOOR/OUTDOOR

-- Billboards along major arteries in/out of major metro areas

-- 15-20 second advertising spots or short-film fomat during movie trailers at major theatrical screening

 

ONLINE

-- Search optimization:  Google, AskJeeves, Alta Vista, Dogpile, etc.

-- Banner ads:  AOL, MSN, Yahoo/Overture, Google, eBay, etc.

 

Objective:  Create awareness and develop "buzz" within the press and analyst community to promote product write-ups, etc.

 

Methodology:  Direct contact with major press and electronics industry analysts:

 

-- Launch kits

-- Select major metro launch events

-- Press release

-- Analyst tour

 

Objective:  High visibility of product within retail stores to make it easy to find for customers looking for product as a result of advertising as well as to increase impulse buying

 

Methodology:  Combination of retail promotions (i.e. in-store rebates), in-store flyers, end-cap placements, and POP

 

Objective:  Raise awareness of product/brand and drive traffic to retailers and/or website

 

Methodology:  Use strong product imaging/branding and hands-on trials at major gatherings, events, etc.

 

-- Event sponsorships/advertising (concerts, fairs, sporting events, etc.)

-- Trade shows (CES, etc.)

-- Sports marketing (team/individual sponsorships)

-- Hands-on product demos and product giveaways (viral, word-of-mouth)