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dell ad campaign
By: bill
The biggest area of expansion for Dell is the consumer market. In order to
develop more sales in this market Dell needs to focus more advertising on the
needs and wants of the consumer. Currently Dell promotes its direct model,
which is a key factor Dell needs to create a better position for itself in the
consumer market. With all of the PCs in the market being more or less equal,
Dell needs to focus on what differentiates its products from the competition,
namely service and support. The advertising campaign need to focus on the
emotions of the PC users as oppose to merely their logical side. With a strong
emotional ad campaign focusing on the anxieties and fears of the consumers
when it comes to making the decision for a computer purchase Dell can
reassure the consumers that we are there for them. The direct model and more
importantly the virtual integration should be the focus of the campaign as
oppose to a "teen-age" part-time employee at your local mall. Why would
anyone want to go into a super store where the salesperson pitches everything
under the sun to you before you finish telling them what it is you need. With the
build-to-order direct way Dell operates "you tell us what you want, we don't
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