CyberDefender Adds Direct Response to Ad Strategy
CyberDefender Corp. has launched direct response radio and TV ads to promote its new computer optimization and security software.
The Los Angeles firm’s campaign features 30- and 60-second radio spots on news, business and other stations, says CEO Gary Guseinov. It’s also testing infomercials on cable TV and some local stations in major markets.
A software subscription costs between $29 and $199 per year. The $29 package is for basic service while the more expensive plan offers access to company technicians who can fix users’ computers remotely.
Previously CyberDefender promoted products and services through search engine marketing, Web banners, affiliate marketing and other online means. Given the current poor market conditions the company felt it was a good idea to reach out to a wider audience.
However, Guseinov concedes, “most of our advertising is still done through search. With TV it’ll be a little different because we’ll be selling products to people who aren’t actively looking for them and aren’t aware they need them.” He adds that this effort’s main intent is to create product awareness.
Most of the time, the company targets advertising to educated families with annual household income of $75,000 to $100,000. But Guseinov says this campaign is a little different.
“We’re appealing to anyone who’s got a computer and is connected to the Internet — whether or not they have a credit card.”
He doesn’t deny that the economic climate played a role in the firm’s decision to broaden the scope of its advertising.
“When people have less money they want to protect what they have,” he says. “With Internet crime on the rise — and we’re just on the cusp of it — consumers will need to take extra steps to protect their computers.”
