Consumer Case Study : Dell, Inc.

How we helped Dell successfully reach a new market segment.

Dell Inc. designs, develops, manufactures, markets, sells and supports a range of computer systems and services. These include enterprise systems, client systems, printing and imaging systems, software and peripherals, and global services.

CHALLENGE

Already the world leader in PC sales, Dell’s consumer business wanted to reach new customers. Successfully building market share via QVC, Dell realized that there was an untapped segment that needed more than a website visit or telephone conversation.

Dell’s business objectives were to:

  1. Reach non-traditional Dell customers through a new method of interaction.
  2. Deliver a strong return on investment.
  3. Avoid being at the “airtime mercy” of QVC and other home shopping networks.

SOLUTION

Carolyn Lowe and John DeBello worked together to develop, extend and expand the fledgling broadcast model to a national audience. They quickly identified the key business objectives and the best way to achieve them using long-form direct response programming. DeBello wrote and directed a series of infomercials that asked “What could you do with the right computer?” This aspirational approach successfully positioned Dell’s product line against competitors who focused on technology features, not customer benefits.

A broad range of customer testimonials focused on the ease of use, reliability, and diverse applications of Dell computers. Male and female co-hosts reflected the core demographic, and provided an accessible, friendly presence. Production designed allowed for modular flexibility to customize content for the “gamer” audience plus affiliated peripheral and partner offers.

RESULTS

From day one, the Dell infomercial sales model achieved, and surpassed, business objectives. The average sale from the long form DR program was more than $200 higher than the average online or salesperson order.  The initial program was designed to be easily upgradeable as new products became available; subsequent programs extended market reach and introduced new product lines.