Marketing Profile of Gateway
Gateway, Inc., founded in 1985, started with two people working out of an Iowa farmhouse. Gateway, Inc. has grown rapidly since it went public 8 years after the company started. Today, Gateway is a 7.5 billion Fortune 250 company that has 19,000 people on its payroll and prides itself on building lifelong relationships with its customers. Gateway has risen to power based almost solely on its innovative marketing technique and by sticking to their original philosophy to "keep it personal, make it simple". Gateway, Inc. tries very hard to portray themselves as a small hometown business. One of the many ways it does this is by using the spotted cow motif. Across the United States, the black spots on the white background will almost instantly be recognized as a Gateway product. Gateway also started the trend of creating personalized systems. Each system is personalized for each client, from the c
The personalization strategy has helped set Gateway apart from all of its competition. No other major PC vendor offers this local presence and personalized approach. Their television promotional campaigns seem largely focused towards the middle class family. To attract this target audience, Gateway is running advertisements in Spanish, adding bilingual sales and technical staff, and offering computers equipped with Spanish software and keyboards. Gateway honestly believes that it works the hardest of any of its competition on building relationships built on trust and complete personalization. Recently they have introduced the idea of being able to trade in your computer after a two-year period for the latest version. The Gateway motto is "Humanizing the Digital Revolution" and it shows. There are close to 300 of these locations around the world and they allow clients to try the systems before they make a purchase. Gateway advertises actively on all forms of media. onsumer to the large business customer. These centers have become the popular way for the Gateway company to introduce their products to the public and the stores carry a wide array of items promoting Gateway such as bags, T-shirts, day planners and so on all carrying the Gateway logo, which helps promote brand recognition. Also, when a customer makes a purchase of a system they receive several free software packages and software samples, as well as free internet service for a year. They offer complete computer packages, with software and internet included for a reasonable price. This has helped rank Gateway "#1 in customer loyalty", a fact which has become one of the main slogans for their marketing campaign.
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