Computer giant Dell has launched a new campaign focusing on the theme of ‘personal achievement,’ highlighting the link between Dell technologies and inspiration, creativity and productivity. Aimed at both business and consumer audiences, the campaign will run on TV, as well as online and in print.
Stephen Gater, Marketing Director, Consumer, Small and Medium Enterprises, for Dell in the UK stated, “For 28 years Dell has been empowering businesses and individuals with the vision that technology can help you achieve anything. This campaign creates a synergy between the professional and the personal, emphasising Dell’s strong belief that technology can help anyone realise their dreams.”
This campaign seems odd to me. Dell makes computers, not the software on which they run. You can take any PC running on Windows software and do the same thing. Through this campaign, Dell is trying to make it appear as though they are the ones providing the value of inspiration, creativity and productivity.
PC makers like Dell basically compete on design, quality, price, and service only, as they all use the Windows Operating System and are essentially made up of the same main components. It is the software (Windows and other add-on programs) as well as advances in ingredient component technology (processors, RAM, etc.) that really provide productivity increases and the ability to be more creative.
I am typing this blog on my Dell laptop right now. I could not care less if it was an HP or a Lenovo because I know they do exactly the same thing and are basically of equal quality. My laptop is not particularly stylish or sexy (like a Mac), it is simply functional and provides what I require for work and school.
If Dell wants a successful marketing campaign that illustrates the differentiated value they provide to businesses and consumers they need to effectively communicate their true strategy. Are they providing sleekly designed products (looking at mine right now, I would say no), are they best in class with service (doubtful, after hearing Professor Myhr’s experience), are their computers the most reliable, and/or are they the low cost producer?
Aside from Apple’s offerings and some sleek, new products from Samsung, computers are simply a commodity. I don’t think consumers, and especially businesses, are naïve enough to believe that Dell is providing products that inspire users to be more creative or productive than the next PC maker.