Press release: 1999-07-28: Sega Strengthens Retailer Support for Sega Dreamcast With Key Executive Hire

From Sega Retro

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Language: English
Original source: The Free Library

Sega Strengthens Retailer Support for Sega Dreamcast With Key Executive Hire; Marketing and Merchandizing Veteran Joins Sega Dreamcast Team.


Sega(R) of America today announced the appointment of Scott Lambrecht as director of channel marketing to its growing executive staff focused on supporting key elements of the upcoming U.S. launch of Sega Dreamcast(TM), the superconsole with a built-in 56K modem that brings the most realistic and advanced gameplay ever achieved in a videogame console launch.

Lambrecht's responsibilities include working closely with retailers to conduct in-store promotions and consumer awareness campaigns leading up to the September 9, 1999 launch of Sega Dreamcast and beyond.

Lambrecht brings more than 18 years of advertising and marketing experience in customer-packaged goods and point-of-purchase merchandising to Sega. He has worked in the videogame industry for eight years. Most recently, Lambrecht was the director of channel marketing at SegaSoft Networks, where he was responsible for the successful launch of SegaSoft's subsequent software products, including the top selling "Cosmopolitan Virtual Makeover" and its style packs.

Earlier in his career, Lambrecht served as national director for Power Force, a retail service company, where he established Sega's first retailer support program and led a nationwide sales team.

Prior to Power Force, Lambrecht served as Sega of America's merchandising special projects manager, where he created and implemented the operations of Sega Direct, a grass roots merchandising service aimed at supporting small retailers with in-store fixtures and point-of-purchase displays. While at Sega of America, Scott was also directly responsible for the training of Sega's retail-service teams surrounding the launch of Sega videogame products.

Growing consumer excitement and demand has already driven pre-sell orders for Sega Dreamcast to more than 120,000 with six weeks to go until the system launches at retail. Lambrecht's role as director of channel marketing will be to provide participating retailers with promotional and educational materials, in-store support services and effective point-of-purchase materials.

To further ensure a successful sales experience for Sega and participating Sega Dreamcast retailers, Lambrecht will oversee the distribution of more than 6,000 Dreamcast interactive kiosks in stores across the country. Lambrecht will report directly to Chris Gilbert, senior vice-president of sales, Sega of America.

"Scott is committed to helping retailers build the Sega brand and supporting retail stores for what will be the `must-have' product this year," said Chris Gilbert, senior vice-president of sales, Sega of America. "Scott's ability to creatively assist retailers with in-store consumer programs and point-of-purchase materials will assure the successful launch of Sega Dreamcast this fall."

About Sega Dreamcast

Sega Dreamcast features many hardware firsts. Its advanced built-in 56k modem and 128-bit architecture make it the first videogame console with evolutionary capabilities, allowing it to grow and change to match advances in technology and the needs and desires of the consumer, including Internet capability.

Sega Dreamcast is 15 times more powerful than a Sony PlayStation(TM), ten times more powerful than a Nintendo 64, and has four times the graphics processing power of the fastest Pentium II chip. In addition, it is the first videogame console to utilize hand-held gaming through its Visual Memory Unit (VMU), which allows gamers to swap games with friends in the home, arcade or head-to-head using two VMUs.

About Sega of America

Sega of America Inc. is the arm of Tokyo, Japan-based Sega Enterprises, Ltd., responsible for the development, marketing and distribution of Sega videogame systems and videogames in the Americas. Sega Enterprises, Ltd. is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, and is the only company that offers interactive entertainment experiences both inside and outside the home. Sega of America's World Wide Web site is located at (
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