Lenovo to build 'brand personality' in US

RALEIGH, NC: Chinese technology company Lenovo is enhancing its consumer outreach in the US with experiential and emotional marketing.

RALEIGH, NC: Chinese technology company Lenovo is enhancing its consumer outreach in the US with experiential and emotional marketing. 

The PC manufacturer wants to stand out from its competition by developing a “personality for the brand,” said Tracey Trachta, VP of brand experience at Lenovo.

“What we're trying to do is build that emotional affinity for the brand because we recognize consumers have a lot of choices today. Choice isn't always driven by a rational decision; choice is more often driven by emotional affinity,” she added.

Lenovo is planning on creating “experiential environments,” or pop-up shops, in cities around the globe throughout this year, said Trachta. The shops will allow consumers to try products and ask questions about their features. The company's two PR agencies, Fleishman-Hillard and Text 100, will assist with global outreach and PR initiatives for the stores.

“We're really working hard to not just display our products on shelves, but enable people to understand what it is that makes our products different through engagement,” explained Trachta.

In addition to experiential marketing, Lenovo is focusing much of its CSR efforts on supporting “the leaders of tomorrow through cerebral pursuits,” said Trachta.

Lenovo recently partnered with NASA, Google, and YouTube for an educational program that challenged 14- to 18-year-old students to come up with ideas for experiments they would like to see executed at the International Space Station. Trachta said teenagers from more than 150 countries have entered the contest. Winners will be announced in March.

Jeff Shafer, VP of global communications at Lenovo, said the “movement to a really credible, authentic, and emotionally connected youth-marketed brand” is important to the company.

He added that Lenovo teamed up the National Academy Foundation last week to kick off a program with select high schools, offering a mobile app-development curriculum for students and appropriate equipment for the courses.

Outreach to national media outlets and bloggers will be key in getting the word out about Lenovo's campaigns and products, Shafer added. He said brand will also target bloggers outside of the technology industry, such as music and parenting bloggers. 

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