Micron is readying a brand image campaign to break in August via Bam! of Austin, Texas. The push will aim to establish the firm as a leading provider of computing solutions to small to medium-size businesses and home office users.
The estimated $20 million TV and print effort, about double what the Nampa, Idaho-based direct marketer of PCs spent on a fourth-quarter campaign last year, also includes direct mail and database marketing.
While the creative approach and media plans have not been formulated yet, the campaign is expected to tout Micron's strength in technical service and support, respect for its customers, design improvements and superior product performance. It will also wed the direct distribution model to the brand.
Last September, Micron took its first steps toward creating a brand identity when it launched the $10 million "Now you know" campaign through former agency Trahan, Burden & Charles of Baltimore. Micron hired Bam! in March.
"We really don't have any brand awareness," said Bill Goins, client vice president of brand marketing.
Goins is an ex-Power Computing marketing executive from Austin. Bam! worked on Power's creative before the Apple-clone maker ceased operations. "I don't think [the creative] will be that edgy like Power Computing," said Bam! principal David Bernert.
In recent weeks Micron has broken product ads in computer trade publications using an anti-marketing tactic against its competitors.