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CompUSA Debuts Ads About Tech; Plans More HDTV

CompUSA has launched a new technology-themed brand campaign under the tagline “We got it. We get it,” and is also planning a significant expansion of its high-definition TV offering.

The new campaign positions the 240-store IT and A/V chain as “the place for consumers to get the infusion of technology services and products they need and want,” the company said. The effort includes 30-second TV spots that feature actual CompUSA staffers “interacting in a world of technology products,” while 30- and 60-second radio spots highlight Techknowledgists, CompUSA’s 12,000-person tech support team.

Other elements of the brand campaign will include a revamped Web site, in-store brochures and fliers, and a newly designed newspaper insert program. CompUSA catalogs have also been redesigned to reflect the “new look and feel” of the slogan, the company said.

CompUSA is testing the campaign regionally in Austin and Dallas, Texas; Hawaii; Phoenix; and Puerto Rico, where a Spanish-language version is airing. In addition to the regional test markets, spots will also run nationally on CBS, where CompUSA is an official partner of NCAA Sports.

Larry Mondry, CEO of CompUSA, told TWICE that the campaign is aimed at both small-business people and technology enthusiasts. “We’ve always been a retailer, but a big percentage of our business has always been smaller- to medium-sized businesses and SO/HO. Frankly, we didn’t do a good job of stepping into that area, so we’re making a real effort to blow up that business,” he said. “We’ve already seen huge growth, with our small business customer group going from nothing two years ago to $1 billion today, and there’s no reason that will change.”

A key part of that growth, Mondry noted, will come from the in-store, in-home and in-office services side. “Our goal,” he said, “is to be the IT department for those who don’t have one.”

Separately, Mondry indicated that company also plans to dramatically step up its HDTV offering. “With the analog cutoff set for 2009, the TV business is going to be the place to be for the next few years. I think you will see a substantial expansion of the importance of HDTV at CompUSA.”

In a statement on the new campaign, Phil Jacobs, executive VP and chief marketing officer of CompUSA, said, “We are excited to share our new brand position. ‘We got it. We get it’ means that we have the right mix of products and services that our customers need, and we have the most knowledgeable and trustworthy team to help them unleash the power of their technology. The creative elements for our brand campaign perfectly embody the most relevant messages for our current and future customers.”

The campaign was created by The Richards Group, CompUSA’s advertising agency of record. “The campaign illustrates why CompUSA stands out in the retail technology category because it truly understands the human side of technology,” said Brian Schadt, principal at The Richards Group. “This campaign connects with consumers on a deeper level and, as a result, elevates CompUSA’s reputation in the marketplace.”