New promo gives retailers the leading edge
- 29 July, 1998 13:52
The Leading Edge Computers group is taking the retail fight up to large chain stores by using a brand new Daewoo Lanos car as the lure in its latest national promotion to raise the profile of its own PCs.
And the move appears to have come just in time to prevent an exodus of members from the brand.
Speaking with ARN during a national tour to launch the promotion, Leading Edge's general manager, Ross Whitelaw, said that the Daewoo give away is a positive boost for members in the face of rapid expansion from superstores and mainstream retailers and renewed the faith a lot of dealers had placed in the organisation.
Rob Wilkins of Carina Computers & Communications in Goulburn, said the initiatives have buoyed his support for Leading Edge.
"I had thought about resigning, but the upcoming promotions and Ross' [Whitelaw] drive and management style changed my mind," he said.
"The Group has more direction and focus than ever and it's great to be dealing with major suppliers of machines and componentry."
Brian Wallace of Power Computers in Mackay and Neil Argall of Leading Edge Computers in Tuncurry reiterated these comments, with Argall adding: "It is such an advantage being involved in a group. Any independent who isn't in one just will not survive."
The promotion, which is the biggest ever undertaken for the Leading Edge brand, will be supported by national television and print media advertising as well as extensive point-of-sale paraphernalia. Additionally, cross-promotion with localised Daewoo dealers has been received enthusiastically in most regions.
As part of the promotion, every Leading Edge system sold between August 1 and Christmas this year, either off-the-shelf or made-to-order, will deliver its buyer a chance to win the car, valued at over $14,800.
Whitelaw said that through unity, members in Leading Edge Computers have the ammunition to counter massive expansion from large competitors and that they are starting to recognise the opportunities.
"We are seeing a continued strengthening of individual members and their belief in the group as a whole," he said. "New supply deals mean we have no problem matching chain stores on price and can more than satisfactorily compete on quality of service and technical expertise. If you look at the progress we have made so far, there is no way that we are not going to expand rapidly in the next 12 months."
Leading Edge Computers is also just about ready to circulate its new colour catalogue.