14 DAY TRIAL // Since Europe has been proving to be quite the fickle mistress as far as marketing success is concerned, Acer has decided to change the way it goes about things in that area.
As part of its ongoing effort to reorganize itself into a more profitable company, Acer has changed its tactics in Europe.
There are two key points to its new strategy in that region, according to a certain report on the matter.
One of them is the introduction of the $1,000 S5 ultrabook, the price translating into 755 Euro, or so exchange rates say.
The other point is the drastic change of marketing approach, starting with a doubling of the previously available budget.
So far, Acer has enlisted the services of Mother, a high-powered advertising firm.
What Mother will be tasked with doing is come up with a “more modern” campaign that will once again bring Acer to the forefront of user preference.
About two years ago, Acer was going through particularly happy times, in no small part thanks to its focus on nebooks and the entry-level laptop popularity at the time.
Now, though, with consumers more interested in tablets and smartphones, products sporting Acer logos are fewer and far between.
Fortunately, Mother has a very promising track record. Based in London, the ad agency conducted famous campaigns for Boots, Ikea and Coca-Cola.
Of course, it is impossible to tell, at this time, if it will succeed in radically altering the perception of the Acer brand as well.
In related news, Acer is in the middle of a genuine price war in Brazil and is also trying to cope with certain past choices, such as the dismissal of its former CEO (chief executive officer). As it happens, Gianfranco Lanci was quick in joining Lenovo as a consultant and has even been sued for it.