Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
How To Use This Messaging
This document should guide development of marketing and sales materials. Please follow these guidelines when using
this document:
•
•
•
•
Use this template to guide your collateral development. If necessary, the Theme, Short Statement and Long
Statements in each template may be used as copy.
Do not use the value proposition messages as customer-facing copy. The value propositions have been provided
as internal guidance on Kensington positioning.
This messaging has NOT been approved by our legal team. Please continue to use the standard legal process
before publishing individual collateral.
Any footnotes must be used exactly as written.
1
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
Enigma Value Proposition
2
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
Enigma Value Proposition
Positioning statement
The key insight our customer
takes away from the product
Functional customer
benefits
Practical benefits to our
customers
The perfect power adapter for smart, mobile
professionals
This
power adapter is
compatible with my
laptop. It comes
with multiple smart
tips to fit my laptop.
It even has a USB
power port to power
and charge my other
mobile devices
simultaneously.
Compatibility:
Power: I
know this
adapter has the
power-100 watts-and
will automatically
deliver the required
amount of power to
my laptop and other
mobile devices.
3
This
adaptor features
the most power in
the smallest,
lightest adaptor
available. It easily
fits into my
briefcase, bag or
carryon, or on my
desktop, without
taking up too much
space.
Compact:
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
Emotional customer
benefits
How the customer feels after
being exposed to our offer
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
I don’t have to
second-guess
whether a power
adapter will work
with my laptop or
my other mobile
devices.
Ease:
Assurance: I
know my
laptop and my mobile
devices will be fully
charged and ready to
go when I am. I won’t
be surprised by a
dead battery when I
need it most.
TOPIC
Enigma family messaging
THEME
One adapter, nearly all your devices—guaranteed charging
The smallest, lightest, most powerful adaptor in its class2
SHORT
~25 words
Get guaranteed charging of your laptop and other mobile devices—including iPads and tablet
PCs— with the smallest, lightest, most powerful adaptor in its class. 2
MEDIUM
~50 words
Get efficient, guaranteed charging from the smallest, lightest, most powerful adaptor in its
class. 2 Simultaneously charge a laptop—rated up to 100 watts—and another mobile device
such as the iPad and tablet PCs. The included smart tips are compatible with the top-selling
laptop brands, while the built-in, high-power USB port charges an iPad, iPhone, smartphone,
tablet PC or other mobile device.
I can
easily take my
power adapter with
me and charge my
laptop and other
devices no matter
where I go.
Convenience:
TARGET
4
All audiences
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
LONG
~100 words
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
Get efficient, guaranteed charging from the smallest, lightest, most powerful adaptor in its
class. 2 Just one compact adapter simultaneously charges a laptop—rated up to 100 watts—
and a second mobile device such as an iPad or tablet PC. The included smart tips are
compatible with the top-selling laptop brands, while the built-in, high-power USB port charges
an iPad, iPhone, smartphone, tablet PC or other mobile device. It’s small, lightweight and
easily fits into a briefcase, laptop case or carryon. Plus, Kensington Smart Power laptop
adapters are energy efficient and packed in 100% recyclable material.
KEY SELLING POINTS
Guaranteed charging
With up to 100 watts of power, your laptop and devices are guaranteed to charge.1 Many power adapters claim to charge two devices, yet
may have only enough power to charge one at a time. Charge two devices simultaneously and be assured both devices will be fully powered.
Smart power technology senses and delivers the amount of power needed to charge your laptop—no more, no less.
Compatible
Charge nearly all your devices—two at a time—with one power adapter. Included smart tips are compatible with the top-selling laptop
computers, including HP®, Compaq®, Dell®, IBM®, Lenovo™, Asus®, Toshiba®, Sony®, Gateway® and Acer®. Also charge an iPad, iPhone,
smartphone, tablet PC or other mobile device using the built-in, high-power USB port.
Compact
Save space with the smallest, lightest, most powerful adaptor in its class.2 It easily packs into a briefcase or stores in the office, and it
eliminates the need to carry multiple chargers for many of your other devices. Plus, the adaptor’s scratch- and fingerprint-resistant design
ensures it will hold up to everyday wear and tear.
Efficient
This Kensington Smart Power laptop adapter uses energy up to 10 percent more efficiently than other power adapters. 2 And because it uses
energy so efficiently, it also runs cooler than a standard adapter.
1Adapter can power a 100 -watt laptop, or a 90-watt laptop and 10-watt mobile device.
2Compared with similar in-class power adapters as of October 2010.
TOPIC
Enigma for mobile professionals
THEME
The mobile professional’s reliable adapter
SHORT
~25 words
Carry just one compact, power adapter for nearly all your mobile devices—up 100 watts of
power—enough to charge your laptop and an iPad or other mobile device at the same time.
5
TARGET
Mobile professionals
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
MEDIUM
~50 words
The ideal power adapter for business on the go. It’s small, versatile and powered by up to 100
watts—able to charge a laptop and a second mobile device at the same time. The included
smart tips are compatible with the top-selling laptop brands, while the high-power USB port
lets you charge a second device—iPad, iPhone, smartphone or tablet PC—simultaneously.
LONG
~100 words
The ideal travel and secondary power adapter for business on the go—small, versatile and
powered by up to 100 watts. Simultaneously charge a laptop and a second device—iPad,
iPhone, smartphone or tablet PC—all using the same adapter. It’s small enough to fit into a
briefcase, backpack, carryon or suitcase with room to spare. The included smart tips are
compatible with the top-selling laptop brands, while the built-in, high-power USB port lets you
charge any USB device. Plus, with up to 100 watts of efficient power, you can be sure both
your laptop and your second device charge fully.
KEY SELLING POINTS
Guaranteed charging
With up to 100 watts of power, your laptop and devices are guaranteed to charge.1 Many power adapters claim to charge two devices, yet
have only enough power to charge one at a time. Plus, the built-in USB port provides 4x the power of a standard USB port—enough to power
and charge an iPad, tablet PC or other mobile device.3
Compatible
Take the guesswork out of compatibility. The included smart tips are compatible with the top-selling laptop computers, including HP®,
Compaq®, Dell®, IBM®, Lenovo™, Asus®, Toshiba®, Sony®, Gateway® and Acer®. And USB powering is always available—charge an iPad,
iPhone, smartphone, tablet PC or other mobile device without turning on your laptop.
Compact
Choose an adapter that is designed to fit the way you work. Take your adapter with you—no matter how light you travel—and eliminate the
need to carry multiple chargers. The compact design and detachable cord make it easy to pack into a briefcase, bag or carryon while saving
space, weight and bulk. And its scratch- and fingerprint-resistant design ensures it will stand up to everyday wear and tear.
1Adapter can power a 100-watt laptop, or a 90-watt laptop and 10-watt mobile device.
3Compared with .5 amps from a standard USB port.
TOPIC
Enigma for IT and facilities
THEME
The no-hassle power adapter for your business
SHORT
~25 words
Equip your business with a reliable, compact, all-purpose power adapter—perfect for charging
the top-selling laptop brands, as well as other mobile devices.
TARGET
6
IT managers & facilities
managers
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
MEDIUM
~50 words
Equip your employees and conference rooms with the only all-purpose power adapter they
need. The included smart tips are compatible with the top-selling laptop brands. And the highpower USB port charges any USB device—an iPad, iPhone, tablet PC or other mobile device.
LONG
~100 words
Equip your employees and conference rooms with the only all-purpose power adapter they
need. The included smart tips are compatible with the top-selling laptop brands—perfect for
your workforce and visitors. The built-in, high-power USB port charges USB devices—an
iPad, iPhone, tablet PC or other mobile device. Kensington Smart Power laptop adapters help
you reduce your carbon footprint and energy bill by using energy efficiently, and reducing
material and packaging waste.
KEY SELLING POINTS
Compatible
Reduce the clutter in conference rooms and take the guesswork out of compatibility by using a single comprehensive power adapter. This
laptop power adapter comes with nine easily stored smart tips compatible with the top-selling laptop brands—HP®, Compaq®, Dell®, IBM®,
Lenovo™, Asus®, Toshiba®, Sony®, Gateway® and Acer®. The high-power USB port provides 4x more power than a standard USB port—
enough to charge an iPad, tablet PC or other mobile device.3
Energy efficient
Keep your company energy efficient. This Kensington Smart Power laptop adapter uses energy up to 10 percent more efficiently than other
power adapters.2 Its output is steady and stable, helping you avoid dangerous surges or strains on your energy infrastructure. And because it
uses energy so efficiently, it also runs cooler than a standard adapter.
Eco-friendly
Reduce your company’s contribution to the landfill—Kensington power adapters are packaged in recyclable paper and plastic. With one
adapter that is compatible with multiple devices and capable of charging two at a time, you’ll have fewer cables and less technology waste.
2Compared with similar in-class power adapters as of October 2010
3Compared with .5 amps from a standard USB port.
TOPIC
Enigma for Resellers
THEME
For customers seeking a high-quality power adapter
SHORT
~25 words
The perfect high-value power adapter for any customer—versatile, sleek and guaranteed to
solve their power adapter needs.
TARGET
7
Resellers
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
MEDIUM
~50 words
The perfect power adapter to answer the high-value customer’s charging needs. It’s versatile,
sleek, high-quality and compatible with the top-selling laptop brands your store offers, as well
as the iPad, iPhone and other mobile devices. Smart packaging and design make returns and
restocking easy and hassle-free.
LONG
~100 words
The perfect power adapter for the high-value customer’s charging needs. It’s versatile, sleek,
high-quality and compatible with the top-selling laptop brands your store offers—HP®,
Compaq®, Dell®, IBM®, Lenovo™, Asus®, Toshiba®, Sony®, Gateway® and Acer®. It also
charges the iPad, iPhone, tablets, smartphones and other mobile devices through its highpower USB port. And smart packaging and design make returns and restocking easy and
hassle-free.
KEY SELLING POINTS
Supports multiple SKUs
Ensure your customers get the power adapter they need for their laptop and other devices. Included smart tips are compatible with the topselling laptop brands—HP®, Compaq®, Dell®, IBM®, Lenovo™, Asus®, Toshiba®, Sony®, Gateway® and Acer®. The high-power USB port
provides 4x more power than a standard USB port—powerful enough for the iPad, iPhone, smartphones, tablet PCs and other USB-charged
devices.3
Easy returns and resell
Reduce the hassle of returns thanks to easy-open packaging and a rugged, scratch-resistant finish.
Accommodate high-end customers
Offer your high-end customers a premium travel or replacement power accessory for their laptops, iPad, iPhone and more. High-quality
materials and a sleek design will satisfy your most valuable customers.
3Compared with .5 amps from standard USB port.
TOPIC
Kensington laptop power adapters
THEME
~5 words
Power adapters to meet any need
8
TARGET
All
Confidential – For internal use only
Kensington Messaging
Laptop Power Adapters
AHA! contact: Brett Thacher, 360.816.1096
November 10, 2010
SHORT
~25 words
Power up in the office, on the road, in the air or at home. Kensington power adapters are
compact, versatile and reliable—perfect for backup, replacement or travel.
MEDIUM
~50 words
Charge laptops and other devices in the office, on the road, in the air or at home.. Kensington
power adapters come in a range of options that are compatible with your laptop and reliable—
perfect for backup, replacement or travel. Plus Kensington Smart Power design ensures
efficient charging, making the most of energy and time.
LONG
~100 words
Charge laptops and other devices in the office, on the road, in the air or at home. Whether
you need an adapter that is ultralight, powerful or just gets the job done, Kensington has the
power adapter for your situation—perfect for backup, replacement or travel. Interchangeable
smart tips adapt to the top-selling laptop brands and take the guesswork out of compatibility.
Some adapters even include a USB power port for charging an iPhone, iPad, smartphone,
tablet PC or other USB-charged devices . Plus Kensington Smart Power design ensures
efficient charging, making the most of energy and time.
KEY SELLING POINTS
Versatile
Kensington offers power adapters for nearly every need—replace your old adapter, power your laptop, charge on airplanes or keep a spare
for emergencies. Included smart tips are compatible with the top-selling laptop brands, including HP®, Compaq®, Dell®, IBM®, Lenovo™,
Asus®, Toshiba®, Sony®, Gateway® and Acer®. Kensington power adapters with USB power ports also let you charge the iPad, iPhone,
smartphones and tablets.
Reliable
Kensington laptop power adapters are smartly designed, constructed of high-quality materials and extensively tested to ensure you get a
reliable, rugged and robust charging option you can count on.
Environmental
Kensington Smart Power laptop adapters charge efficiently, making the most of the energy used to power laptops and other devices. With
one adapter that is compatible with multiple devices and capable of charging two at a time, you’ll have fewer cables and less technology
waste. Kensington power adapter packaging is constructed of recycled material and is 100% recyclable.
9
Confidential – For internal use only