Increasing name recognition
Though an avid athlete, Kuo never imagined that his taekwondo training would help Optoma raise its profile.
In its early years, Optoma, like most other Taiwanese SMEs, was largely unknown and had little money for advertising and promotions. In those days, the much larger BenQ was the company’s biggest rival in the domestic market and spent heavily on efforts to increase its global exposure, budgeting billions of NT dollars annually on international marketing efforts and sponsoring the UEFA Champions League. Optoma, on the other hand, had a promotions budget of only NT$10 million or so, or just 1% of its rival’s.
Kuo says that small companies can’t compete against international powerhouses on the basis of resources and argues that they must instead rely on innovative marketing. As a case in point, he mentions that when Optoma was planning a 2005 press conference, a new employee who knew that Kuo had studied taekwondo at NCTU recommended that Kuo demonstrate some moves onstage.
They ran with the idea, deciding to have Kuo break boards inscribed with “Epson” and “BenQ” onstage to represent the company’s resolve to defeat its larger competitors. Kuo prepared by having an employee buy a box of boards for him to practice breaking in his office.
As expected, the photographers at the heavily attended press conference went wild when Kuo broke the boards. The promotion left him with bruised hands, but the company’s innovative approach was a success: the media dubbed him the “Taekwondo CEO” and the “Black Belt President,” and showered Optoma with coverage.
Optoma pressed the attack in 2006. This time, Kuo promoted the idea that the company was “delivering more for the same price” by lifting weights in the press conference, first a small dumbbell representing the industry’s standard offerings, then a hefty 60-kilogram monster symbolizing Optoma’s “meatier” products.
Unfortunately for Kuo, Optoma had economized by neglecting to hire its own photographer for the event. He had to lift the 60-kg dumbbell three times before the media photographers finally got the shot. Kuo suffered for his efforts. On a flight to Korea the next day, his forearms ached and couldn’t even lift his water glass.
Optoma got 16 days of media coverage out of the press conference, which cost it just NT$30–40,000. In contrast, rival Epson’s NT$1-million-plus splurge on having actress and singer Lily Tien introduce its projectors for the home generated only two media accounts.
Kuo often takes the stage to promote Optoma’s products, and has earned a reputation as the company’s best spokesperson.