San Diego-based Gateway Inc. is embarking on a new marketing campaign aimed at educating the technological layperson on the potential of his or her desktop computer.
The campaign will attempt to eliminate “technology overload” and frustration that many computer users feel, according to a statement released by the company. In a separate development on the sales front, the manufacturer/retailer has begun taking trade-ins of PC-type computers , no matter what brand , for new Gateway models. Company spokesman Brad Williams said Gateway’s business side has been doing this “a few weeks” and its consumer side quickly followed suit. Consumers are only able to trade in Pentium class or better computers for now, but all PC models will be accepted Sept. 30, he said. Trade-in values will range between $100 and $450, and will depend on the machine’s Orion Blue Book value, Williams said. In a similar vein, Williams said a grass-roots education campaign will serve people who own Gateway computers or other brands. The outreach effort will cost the company $100 million over the next 18 months, Williams said, noting the company will be building classrooms, developing curriculum and “hiring a ton of people.” New, free clinics at the Gateway Country stores will supplement regular classes. Gateway will also send “technology ambassadors” out to speak to community groups, and provide free mobile computer clinics. Gateway can do this with 290 stores within driving distance of 85 percent of the U.S. population, Williams said.
Company research has shown technology has advanced faster than people’s ability to process that technology, Williams said.
In a recent national survey commissioned by Gateway, 69 percent of PC owners said they were not using their computer’s full potential, and 32 percent said they know what their PC’s full potential is. Some 15 percent of PC owners said they believe that PCs and technology products deliver on everything they promise. “We think it’s overdue that someone in the technology industry take the time to show people how technology advancements can benefit their lives and businesses in practical ways,” Gateway CEO Jeff Weitzen said in a prepared statement.
“It’s not about selling more products, but about helping people get more out of the technology products they already own , whether or not they’re Gateway products,” he added.
Some classes as well as Internet service will generate revenue for Gateway, Williams said.
Free, weekly clinics at Gateway stores will teach customers everything from PC and Internet basics to digital photography, digital music, online investing and business network planning. The stores will also host “Ask-a-Tech” sessions, where technicians will provide free guidance, answer questions and analyze problems. Gateway will unveil new advertising to promote its campaign this month, said Williams. The company plans to use TV, radio, print and outdoor advertising.
