ZOWIE XL2546 24.5 Inch e-Sports Gaming Monitor User Manual

: June 12, 2024
: ZOWIE

Table of Contents

EXECUTIVE SUMMARY
DESCRIPTION OF PRODUCT
CAMPAIGN OBJECTIVES
CAMPAIGN TARGET MARKET
Campaign Activities and Schedule
Budget
Key Metrics
Bibliography

Zowie XL2546
Rick Xu & Daniel Niu

Integrated Marketing Campaign-Product
Great Neck South High
341 Lakeville Rd, Lake Success, NY 11020
April 7, 2022

EXECUTIVE SUMMARY

Business Overview

Founded in 2008, Zowie is a company dedicated to the development of esports equipment. Zowie’s company ethos is characterized by their dedication to

“performance over every thing. “ As such, over 50% of all esports professionals utilize their monitors, despite the company’s lack of advertising
and social media presence. The growth of the gaming peripherals market in recent years presents Zowie with an excellent opportunity to establish itself in
anticipation of further growth Our campaign will focus on bringing Zowie’s XL2546 monitor, a midrange monitor already highly regarded among many
gaming professionals, to the mass market.

Esports: professional competitive video gaming Gaming Peripherals Market: gaming keyboards, monitors, mice Streaming: live broadcasts of video games and people

Campaign Objectives

Campaign Strategy and Activities

Focusing around the slogan “Tested. Trusted. Yours.,” our campaign will showcase the XL2546’s extraordinary reputation for high performance and flexibility among esports professionals. Our activities are split into two categories: Sales-Oriented and Publicity-Oriented.

Sales-Oriented Activities

Instagram Campaign (Oct. 18-Dec. 2):
Advertisements & sponsored posts, est. 4 million impressions
TikTok Campaign (Oct. 18-Dec. 2): Organic content by Zowie’s social media team
Streamer Sponsorships (Oct. 18-Nov. 17): Product placement, brand mentions, website linking, & more to streamers with avg. 10,000 viewers

Publicity-Oriented Activities

7 Days of Giveaways (Nov. 26-Dec. 2): 7-day giveaway with more prizes each day
Gaming Tournament (Dec 1 -Dec. 2): 16-team tournament involving 80 esports professionals, streamers, & influencers
Donation to “HealthyGamer.gg” (Nov. 2): $10,000 charity donation to a beloved gaming community mental health channel

Campaign Target Markets

Secondary Target Market

Campaign Schedule

DESCRIPTION OF PRODUCT

Founded in 2008, Zowie is dedicated to the development of esports equipment as a part of the gaming peripherals industry (specialized mice, keyboards, and monitors for video gamers). Zowie was acquired by the Ben Q group in late 2015, becoming their gaming division.

Zowie embodies the ethos of “performance over everything.” As such, Zowie products are massively popular among esports professionals. In fact, according to a survey of 1700 professional video gamers, over 50% use Zowie monitors. Despite Zowie’s solid presence among professionals, their relatively small social media presence and little to no ventures into the streaming and entertainment side of gaming have prevented Zowie from
becoming a dominant force in the broader gaming peripherals market. As such, Zowie is not even among the top 5 most widely used consumer gaming monitor brands.

Major companies in the gaming peripherals industry such as ASUS and AOC have utilized social media, esports, and live streaming to greatly expand their each. The 2 companies have a respective 2.7 million and 282 thousand followers on their gaming-specific Instagram accounts in comparison to Zowie’s 17.9k followers. In order for Zowie to stay competitive in the gaming peripherals market, Zowie must expand its brand awareness and appeal.

STRENGTHS:

Zowie has significant financial support from BenQ
The XL2546 is extremely reputable with professional players

WEAKNESSES:

Zowie lacks major social media and sponsorship presence
Zowie lacks brand awareness among the average gaming consumer

OPPORTUNITIES:

The gaming and gaming content markets have been growing for years and COVID-19 has further accelerated that growth
The XL2S46’s reputation can be a major selling point

THREATS:

Zowie’s competitors are well established in gaming communities with widespread brand awareness

The recent growth of the gaming peripherals market presents an opportunity for Zowie to firmly establish itself in anticipation of further growth.
Since 2016, revenues from this industry have grown over 60% to $4.3 billion in large part due to the rising popularity of video gaming itself as well as
gaming related media such as live streaming.

Our marketing campaign will focus on Zowie’s XL2546 monitor. With a 240Hz (240 frames per second) refresh rate, 24.5-inch screen, and fully
adjustable supports, the XL2546 is designed to be both lightning-fast and uniquely personalizable. It has quickly become the monitor of choice for many
professional gamers since its release in 2017. The XL2546 monitor is a mid- priced monitor at $469.

CAMPAIGN OBJECTIVES

Increase Brand Awareness

One of the most important objectives of our campaign is to improve brand awareness of our product. Our brand, while popular with professionals, does not have the same popularity with the majority of gamers. Through this campaign, we aim to become a recognizable and wellliked brand within the gaming community.

Increase Social Media Following

Zowie currently has a very small social media presence, with 17.9k followers on Instagram and 0 followers on TikTok. Our goal is to increase Instagram followers to 50,000 and acquire 50,000 TikTok followers. We will achieve this through Instagram and TikTok campaigns, allowing us to easily advertise our products as well as build relationships with our market.

Expand Sales of XL2546 by 10%

The current gaming monitor market is dominated by monitors from brands such as ASUS and AOC. Through our campaign activities, we are looking to increase XL2546 sales by 10%.

CAMPAIGN TARGET MARKET

Primary Target Market:

Customer Profile:
Thomas, 16

High School student
Spends free time watching gaming content
Has a few favorite influencers he keeps track of on social media
Enthusiastic about gaming technology

Demographics:

16-24 year olds (avg. 21)
Male

Psychographics:

Watches gaming content (live streams, esports, videos)
Watches more video game content than plays video games

The gaming and gaming content markets are almost inseparable. 48% of video gamers say they watch more gaming content than they play video games. Our primary target market will be people who primarily watch gaming content because they are, on average, younger than regular gamers and are thus more connected to social media. This allows our marketing efforts online to be more effective. By marketing Zowie and the XL2546 to people of this
psychographic through major streaming and social media platforms such as Twitch and Instagram, we can attain massive exposure and sales.

The content our target market consumes is created by “influencers”, a catch- all term for well known content creators from the various platforms used by our market. These influencers can be “streamers” (people who broadcast themselves live), esports professionals, or social media personalities. Influencers are, in fact, even more influential than mainstream celebrities. In terms of engagement, influencers receive 12x as many comments and 6 in 10
would follow advice on what to buy over mainstream celebrities. Not only that, but influencers are an especially profitable way of boosting sales: according to a Tomoson study, businesses earn $6.50 for each dollar spent on influencers, with the top 13% earning $20 or even more. Our marketing campaign will capitalize on the power influencers have by partnering with them in multiple ways.

Secondary Target Market:

Customer Profile:
Evelyn, 29

Software engineer
Has disposable income
Avid video gamer
Wants gaming gear for a competitive edge
Prefers quality over brand recognition • Active on social media

Demographics:

18-54 year olds (avg 35)
Male & Female

Psychographics

Dedicated video gamer
Willing to pay for high quality gear
More likely to play than to watch video games

Targeting people like Evelyn who are primarily video gamers rather than content consumers is also crucial because this target market is much larger than our primary market. However, they are less responsive to our social media-based marketing due to their older age (14 years older on average). We will be targeting both men and women because although gaming has been traditionally viewed as a male-dominated hobby, females now make up over 41% of all
gamers

With the gaming peripherals market valued at $3.88 billion, it is no surprise that over half of video gamers have purchased specialty equipment. Many buy this equipment to improve their gameplay, and in the case of monitors, Zowie’s XL2546 is used and highly respected by many professional players and as such, we will also target those who are willing to pay for equipment that can perform.

Campaign Activities and Schedule

Campaign Theme:

Tested. Trusted. Yours.

Our campaign is built around bringing the XL2546 ‘s unrivaled performance that professional garners know and love to the mass market.
Campaign Cues:

Campaign Logo # Tested Trusted Yours

Our activities are divided into two categories: Sales-Oriented and Publicity- Oriented. By doing this, we are able to optimize our campaign’s coverage of our objectives. However, these categories are not absolute, as most activities are intended to fulfill multiple objectives.

Our 45-day campaign, commencing on October 18th and concluding on December 2nd, builds up to the beginning of the holiday season, including Black Friday and Cyber Monday, two days with some of the highest sales volumes of each year. Our social media/streamer campaigns located at the beginning of our campaign serve a dual purpose of generating interest in our giveaway and tournament which require participation in order to be effective.

Sale-Oriented Activities

Instagram Campaign ( Oct. 18-Dec. 2 )

Instagram is an image-based social media platform and includes paid advertisement tools for Instagram to show your posts to more users

We will make paid advertisement posts on Zowie’s account and also sponsor posts by influencers about the XL2546, our partnerships with influencers, our giveaway, and our tournament.
To align with our theme, posts will be tagged #Tested Trusted Yours and contain the campaign logo.
The association of the XL2546 with top professionals and famous influencers targets both our primary and secondary markets by association with quality and name.
We chose Instagram because of heavy usage by both target markets, as over 55% of users fit within our target demographics.
With paid advertisement alone, we will reach an estimated 3 million unique users. By sponsoring posts made by influencers, we aim to increase our total reach by 1 million more. By targeting influencers with 100k followers (on average), our reach rate will be ~20% (Statista.com), necessitating 50 posts to reach 1 million users.
Social media campaigns make on average 95% ROI.
Our multifaceted Instagram Campaign will help us reach all three of our objectives

Tik Tok Campaign ( Oct. 18-Dec. 2 )

TikTok is a platform where users can create, watch, and share short videos up to 60 seconds long

We chose TikTok for three reasons:
TikTok users prefer more organic and entertaining videos, as they don’t
come to the app to view advertisements and official brand deals. Thus, we
can achieve deeper engagement with users on TikTok.
TikTok has a young user base, which is why 50.3% of all users fit within our
target demographics.
Out of all social media apps, users spend the most hours per day on TikTok,
which means more exposure for Zowie.
Thus, we will post more informal and creative content that naturally incorporates the XL2546 and influencers, for example a handheld video of an influencer showing his gaming setup at home.
To align with our theme, videos will be tagged and focused on #TestedTrustedYours.
TikTok would not require any additional investment as we will not run paid advertisements or sponsorships.
Our TikTok Campaign will help us achieve all three objectives

streamers Sponsorships ( Oct. 18-Dec. 17 )

Streamers are a type of influencer. They broadcast themselves and their game live to an audience. Gaming streamers are also often professional esports players.

In our sponsored streams, streamers will: use the XL2546, wear a Zowie jersey, run a Zowie banner on screen, advertise our giveaway & tournament, link Zowie’s website to their viewers, and Weave Zowie & XL2546 into the conversation.
Our streamers will also post on their Instagram, YouTube and Twitter to create a cohesive image of the influencer and product together.
Sponsorships like this are sure to make returns, not through sheer number of viewers, but rather through the engaging two-way nature of these live streams.
Viewers can ask questions and react through a chat box, which the streamer can see and respond to.
This leads to positive brand equity and allows Zowie to fit into the conversation organically, which increases sales. For example, 40% of viewers say that sponsored streams increase their chance of making a purchase.
Sponsored streams also have great return on investment. In fact, on average, a business can expect $6.50 in revenue for every one dollar spent.
Streamer sponsorships help us achieve all three objectives

Publicity-oriented activities.

ZOWIE OPEN Gaming Tournament ( Dec. 1-Dec. 2 )

Over 60,000,000 hours of Valorant were watched on Twitch in January 2021, the 4th highest of any video game.
We will invite major streamers and professional gamers to participate in this charity tournament and compete to become ZOWIE OPEN
Champions. Winners of the tournament will have $10,000 go to their charity of choice.
We will use Battlefy.com, a website with free tournament setup.
The tournament will be structured in a single-elimination bracket system, with 16 teams of 5.
By encouraging streamers to stream their participation in the tournament, we can achieve hundreds of thousands of impressions.
Fans will want to see their favorite streamer teaming up to compete against other big names in the gaming community.
Similar-sized tournaments with major gaming influencers have netted viewership numbers such as 700,000 hours watched and 85,000 peak
viewers.
Our ZOWIE OPEN tournament will help us increase brand awareness

$ 1oooo Donation to “Healthy Gamers. gg” ( Nov. 2 )

HealthyGamer.gg is a streaming organization on Twitch dedicated to helping people with mental health struggles in the gaming community through insightful conversations.
It has over 439K followers on Twitch, and is led by a professional psychologist and consistently features many of the biggest Twitch streamers from all corners of the gaming community.
This donation will build trust and communicate to the gaming community that Zowie is not a profit-above-purpose company: It’s a community member that gives back.
We will publicize our donation on Instagram and TikTok.
Such a large donation also has the potential to go viral and further improve our brand perception.
As the number of consumers who say they would switch from one brand to another if the other brand were associated with a good cause is 87 percent, this donation will increase brand awareness and sales.

7 Day of Giveaways ( Nov. 26-Dec. 2 )

Our 45-day campaign will culminate in a 7 day giveaway that will have been advertised throughout our Instagram & TikTok campaigns as well as our streamer sponsorships.

Participants will enter by sharing posts with the hashtag #TestedTrustedYours.
Prize pools get more elaborate each day.
Through our streamer partnerships, we’ll be able to use their likenesses on our posts to increase the association of Zowie with well known professional gamers and gaming personalities.
By providing our target market with an incentive to interact with our social media accounts and by encouraging word-to-word marketing among potential customers, this giveaway increases brand awareness and our social media following.

7 Days of Giveaways Posts Mock-Ups

Budget

Name| Description| Cost Breakdown| Total Cost| Revenue
---|---|---|---|---
instagram Campaign| 4 posts at anyone time and $6,70 COM.

5O sponsored posts for influencers. For influencers w/ avg 100k followers, avg reach rateiviews per follower) is 20% avg price is $500 per post

| 4’$6.70’500

50*$500

| $38,400| Estimated 95%average rat R01:

574,880

Day 2 04,2″ enc.210*

• 4417-r349)

Day 3: Day 3 4FK-2*699.99 + 4GTF-X34.99 CELE0170.6 .11239,

DAY 4 8FK-2*699.99 + 4GTF-X34.99 CELE0170.6 .11239,

DAY 5 8FK-2699.99 + 4GTF-X34.99 4CELE0170.6 .11239,+ 4XL2411K299

DAY 6: 8FK-2699.99 + 4GTF-X34.99 4CELE0170.6 .11239,+ 4XL2411K299

4CAMADE*299

DAY 7: 8FK-2699.99 + 4GTF-X34.99 8CELE0170.6 .11239,+ 4XL2411K299

4CAMADE*299

| $9187.08| **
NET| | | $89.837.08| $217.880.00

Key Metrics

AI Evaluating Brand a Awareness

Website Traffic

It is important to see how many people are actually driven to Zowie’s store website through social media links or influencer referrals. Using Google Analytics, we will compare historical traffic numbers in the years before the campaign to numbers during the campaign. Social Media Reach & Engagement The number of unique people who will view our social media content (reach) is another important metric. When we factor in the number of likes, comments, and shares (engagement) each post receives, we possess a holistic view on the sheer number of people that have been introduced to Zowie as well as the interest level that our market possesses. By comparing our numbers during the campaign to numbers pre-campaign, we can evaluate if we’ve improved this metric. Instagram and TikTok readily provide reach & engagement data.

Evaluating Social Media Following

By comparing baseline numbers pre-campaign to numbers after our 45-day marketing campaign, we can gauge whether or not we have achieved our objective.

Evaluating XL2546 dIV Sales

To determine the success of achieving our campaign objective of increasing sales of the XL2546, we will compare historical sales in previous years during the days our campaign takes place to the actual sales during our campaign. Sales above the baseline can be attributed to our campaign.

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