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The Super Geek

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by

Tegan Gregory

on 4 May 2014

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Transcript of The Super Geek

The Super Geek
Product
Price
Promotion
Physical Evidence
Process
Micro environment
App reviews and ratings
Number of downloads
What is a Super geek?
Environmental Influences
Our Product
Marketing Strategy
Marketing Mix
Macro environment
The word GEEK was popularized by the US army - used to describe someone with General Electrical Engineering Knowledge.
It was then used to classify those who had vast knowledge of electronics, such as engineering and computers.
Super Geek Profile
Key Demographic Profile:

Age and lifecycle -
30 and under
Gender -
More males (61%)
Income level -
usually from well off families, have well-paying jobs
Race/Ethnicity -

Varies across most cultures
Education -
usually well educated, mostly private schools
Location -

Close to major cities
Employment status/occupation -
expected to have 9 different careers over a lifetime in many possible areas and a variety of work settings, work is a form of self-expression
Family size -
usually have kids (39%), married between ages of 21-30 years (50%), with just over 50% never marrying
Religion -
Not a major aspect of their lives
So after these considerations, our product will be an app that will act as a guide for geeks through their everyday social life.
Form: iPhone and Android Application
Title: Geek Guru
Advertising on sites specific to the target market - gaming sites (IGN, Gametrailers, Kotaku)
Advertising on social media sites (Facebook, MySpace, etc.)
Initial ‘lite’ version
Eventually an extended app will become available costing $0.99
Certain periods where the app is free to encourage downloads and self advertising through word of mouth
With the advances in technology today almost anyone can be classified as a tech or computer geek.

So what issues do geeks face in today's society?
Background:
A geek is anyone who is extremely knowledgeable about one or two topics.
Dictionaries state that these people are socially inept and find it difficult to hold a conversation with anyone outside their topics of expertise.
There are many types of geeks including beauty geeks, car geeks, wine geeks, technology geeks, history geeks, sports geeks, sci-fi geeks, comic geeks, game geeks; and of course the nerdy geeks who know all about technology, games, comics.
Definition:
1940s - The first IBM system, an electronic numerical integrator and computer was created, and at its controls were the first private business firms, computer technicians and programmers, known as geeks.
The king of geeks, until his retirement, was Bill Gates, now fulfilled by Mark Zuckerburg, the founder of Facebook.
Next was the era of the hippie programmers who challenged IBM through legal and illegal means such as hacking.
70s and 80s - The gamer geeks were created through games such as Atari and Nintendo. Geeks entered into popular culture through television shows and movies. E.g. Screech from Saved by the Bell and Gilbert & Poindexter from Revenge of the Nerds.
Within our value delivery network, we believe the primary aspects are the marketing intermediaries, as those promoting our app will need to know both the product and the market.
Various members of the public as social interest groups can heavily influence buyers.
Customers - without customers purchasing our app we cannot create a successful, profitable product.
competitors both direct and indirect are important. Our competitor analysis shows there are no direct competitors in the app market as there is no app like ours. There are however many indirect app competitors. These include social skills apps, such as those used by children with learning disabilities; general knowledge apps, like those with random facts and quizzes, as these are similar to our app in that knowledge is provided to the user. These competitors are considered indirect as our app brings together many topics and areas of knowledge.
Macro is important as it allows us to identify what influences are placed on our target market, which in this case is the super geek.
The economic influences on this target market are important to consider as nerdy geeks are considered to be young and more than likely to be studying at school or university. Due to this they may not have a high disposable income, so our purchase price will need to reflect these considerations.
Political and social influences have been considered and content will need to be limited to what is acceptable by law and society. If content was used that is considered highly offensive by society, this could lead to a boycott of the app and possible legal action by those offended.
As the app is a fairly new technological advance there are many considerations. These include what devices will the app be compatible with, will it still be compatible with new devices as they emerge, can the app be altered for future products, and finally will geeks still be in need of our social app?
What our app aims to do is help geeks make friends and be sociable outside their chosen topic/interest.
This is why we have developed our app 'Geek Guru'
As mentioned and already shown, geeks are becoming more mainstream and accepted in today’s society, however as some still do not have the knowledge or social skills needed to hold a conversation or even, as shown by Sheldon, function with other people outside their chosen field of expertise.
'Geek Guru' will assist in minimising the discomfort and awkwardness of these situations. There are various social areas covered such as:
Quick find to get information on a specific topic;
Social groups so you know what and what not to say and do within certain groups;
Quiz yourself on the topics, and also see how people would react to comments you make within a social situation.
•Within each area there are various topics. So if you touch social groups the topics glamazons, hipsters, goths, jocks and gangstas appear. By touching a group, general knowledge about the group will appear along with cartoons relating to certain situations common to the group. For example how to apply make up under the group of glamazon.
For our app we will be using niche marketing as we are targeting a particular demographic i.e. geeks.
To begin with a market penetration pricing strategy will be used to introduce the app to as many geeks as possible. People are important within the marketing environment. For our app this will be particularly important as it is designed to assist geeks with general knowledge and learning acceptable actions within social situations. Process will be important as the user is involved in creating the experience. Depending on how the app is used will influence the experience. Ensuring the app is compatible with devices will also influence this experience.
This now leads to our marketing mix...
Our marketing mix will include 5 of the 7 P's:

- Product
- Promotion
- Price
- Process
- Physical evidence
References:
Offline Marketing:
Online Marketing:
Direct advertising within the 'lite version' app to purchase the full version
Print media - Advertising in places the target market will see it, including: - Gaming magazines - Flyers, to be distributed to people within the key demographic i.e. I.T. students, university students
Main promotional tools:
1) Free lite version
2) Give 100 full versions to students in the school of computer engineering and mathematics at UWS for free if they identify as geeks - this allows for review and recommendation to friends
Our app will be co-branded with the Apple App Store. This is due to the fact that the app will be developed using the Apple Developer Program and will need to be approved by the App Store prior to being made for sale. Due to the branding and distribution being through the Apple App Store selective distribution coverage is going to be used. This has been deemed the best distribution coverage as when this app has proven success in Australia the Apple App Store can easily make it available globally.
Description: A tool to help geeks make friends and be sociable outside their chosen topic/interest
Designed to offer tips and advice on social skills - making friends, conversation starters, pick-up lines etc.
Included topics - Computers, sports, cars, food and beverage, makeup and fashion, celebrities, dating, movies, games and comic books.
Armstrong, G, Adam, S, Denize, S & Kotler, P 2012, Principles of Marketing, 5th edn, Pearson Education Australia, Frenchs Forest, NSW.
Bennis, WG & Thomas, RJ 2002, Geeks & Geezers, Harvard Business School Press, Boston, Massachusetts.
Molitorisz, S 2010, Tribes of the Sydney’, The Sydney Morning Herald, January 7, viewed 17 March 2013.
•Wailgum, T 2009, ‘A brief history of geeks’, Tech Events Industry News, May 3, viewed 21 April 2013. <http://www.pcworld.com/article/164267/brief_history_of_geeks.html>
Presented by:
Tegan Gregory
Laura Roberts
Aimee McNair
Melissa Fatesita
Zena Mourad
Conclusion
As mentioned there are many different types of geeks and these geeks can be located anywhere in the world. We have identified these as our market segments for this app, however we are primarily targeting super geeks.
Our positioning is that we offer ‘more for less’. We have combined many apps into one. With our app you get general knowledge; tips; quizzes; and ease of access all for $0.99. This also differentiates our product as we are offering superior value compared to other apps.
Based on this our statement is that “Super geeks who need assistance in social situations outside their chosen field of expertise, will find ‘Geek Guru’ is able to make the situation more bearable, as our app can be used as a social guide.”
Our group believes that our product ‘Geek Guru’ will provide not only entertainment to our super geek target market, but also benefit them with helpful tips on interaction within the wider world.
As a side benefit to the company, other types of geeks first identified within the market segmentation are also likely to purchase this app.
Due to these reasons we believe that our app will be a profitable product and therefore highly likely to be a success.
Process will play an important part in the marketing of our app, as the user is the primary focus in creating their own experience. Depending on how the app is used depends on how it will influence the experience.
As mentioned previously there are any benefits to a Super Geek that include but are not limited to the information available within the app.
One such benefit is in the use of the app. By having an area of expertise within the app according to the type of user, such as technology, a geek will feel more comfortable about a situation.
For example, mucking around with the app while on the way to a social gathering could ease any nervousness as they are doing something they know and find relaxing while learning about other topics, which could be used once in the social environment.
Due to this, ensuring the app is compatible with devices is an important part of the process as it will also influence this experience and make it portable and easy to use.
As we plan to give a number of free apps to university students, we would also conduct surveys to get feedback on the app.
There are also a number of sites on the Internet that compare and scale different apps currently available, on which our ‘Geek Guru’ app could be featured.
In the 90s geeks started to dress more mainstream, and due to their vast knowledge were paid high amounts of money to develop software programs for companies.
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