Marketing

Kaypro Corporation's summer advertising campaign began today. According to Rick Saylor, Kaypro's Director of Sales and Marketing programs, "Our summer media campaign will concentrate in the four largest metropolitan centers: New York, Los Angeles, Chicago, and San Francisco. The nature of the campaign is designed to draw new customers into our dealerships. We make sure that our quality dealers are listed in each ad so they can be easily located by the potential buyer." The new Kaypro ad campaign i directed towards three specific themes and audiences: "Typewriters: A Thing of the Past?" addresses the thousands of typewriter users who can benefit from using a computer. The "Where's my software?" campaign focuses attention on of the fact that Kaypro is the only top computer manufacturer that includes a complete range of free software with each computer, thereby saving the user several thousand dollars in additional purchases. The campaign "Seeing is Believing" promotes the entire line of computers offered by Kaypro. The free software included with all Kaypro computers is almost "Too Good to be True!" The ads will address that issue...and invite the non-believers to come in and see why Kaypro is the logical choice. Also new in Kaypro's ad campaign is their factory-based toll-free number to help prospective clients with questions.

A fully trained staff can help users select the right package, and direct them to a nearby dealer for a complete demonstration. In the U.S. call 1-800-4-KAYPRO, and in CA., 1-800-9-KAYPRO.

The campaign will run from July through September 1984 and include advertisements in The New York Times, The LA Times, The Chicago Tribune, The San Francisco Chronicle, Time, Newsweek, Sport Illustrated, and other periodicals. Asked about the nature of the new campaign, Andrew Kay, Kaypro's founder and president said, "We have been in the electronics business for over 30 years and expect to be around for at least 30 more. This prosperity and growth is possible as we maintain a mutually beneficial relationship between Kaypro and the dealers. Business is a two-way street." According to Saylor, "We expect great things from this campaign. We are addressing the issue that users really want to know about...How to make their business grow painlessly."
("Kaypro Prepares National Media Blitz" press release, July 2, 1984)