This article explores Dell's new marketing campaign which is in retaliation to declining PC sales. Dell has set up a number of laptops and tablets in Heathrow Airport which allows users to understand first-hand how Dell and Windows 8 can make their business run more efficiently. Dell recognized that "chucking money at TV ad is easy", but not necessarily effective. The company has integrated this experimental campaign with a complementary social marketing campaign.
Dell’s target audience is business travellers who may be looking to upgrade their obsolete technology within their own companies. By having users test the technology risk-free (and without a heavy investment of time since we all spend a lot of time waiting around at an airport anyways), Dell is firmly planting itself within the buyer’s evaluation of alternatives. Additionally, Dell is utilizing the experience Windows 8 and touch screens offer to attract potential buyers. As we learned in class, experience and branding go hand-in-hand. Finally, this marketing strategy reinforces the notion that traditional marketing is no longer effective and new methods must be used to capture the buyers’ attention. It will be interesting to observe if this new and modern marketing technique allows Dell to meet their goals.
(Jeremy Vincent, 06096528, Comm335-1, segmentation, experience, branding, article)