DELL Teaches You To Have Fun And Personality Marketing.

The pursuit of popularity and individuality is always the same. When "popularity" exceeds a certain critical point, the opportunity of "individuality" will come.

The first reaction of pandas and Zhou Hongyi to the two industry stars was in the same advertisement. The two companies that "match" together are DELL, in order to publicize their new XPS XPS series 12 products.

DELL has revealed that SOHO China and Qihoo 360 are all customers of DELL business solutions. The two big guys' endorsement is actually a friendship show.

In the advertisement, Zhou Hongyi, who is always "mouths without obstruction" on weekdays, solemnly says "pushed to the old order", and attracts many Internet practitioners to smile. Of course, XPS 12, the 360 degree flip screen, is also printed in the minds of consumers.

In fact, DELL XPS series has been impressed by many practitioners in the marketing process. The huge spokesperson team and the distinctive style of ads have overturned DELL's brand image in the consumer's mind.

"Before advertising is selling configuration, now it is from marketing that we feel that DELL has a connotation." Xiao San Le, executive director of DELL Greater China, told reporters.

"Star"

In addition to the Zhou Hongyi and Pan Shiyi invited this time, DELL's spokesmen and photographer Chen Man and Gao Yuan, media people Li Mengxia, "Du Niang" Liu Dong, actor Wu Xiubo and Xinyi Zhang, Xinyi Zhang, writer and host, etc.

Some people will doubt that such a large number of spokesmen can not convey to consumers a clear brand image, but this is actually what DELL intends to do. "I did not want to create a particularly vivid and specific image, but after a series of activities, it has been more distinct than other brands." Xiao San Yue explained, "I don't want people to think of a specific star when they mention XPS. In fact, products need not be linked to a single character. The brand does not mean that what I think of it is always what he can do, and what time people think is what they are."

This strategy of "stacking" stars is easy to associate with Pepsi's Campaign, but the two difference is that Pepsi's spokesperson is a clear entertainment star, while DELL's choice of spokesperson is independent. Entertainment stars, media people and business elites should have everything. What's more, DELL's endorsement people are not only traditional public idols, but generally have very distinct personal characteristics.

"This series of people projected the characteristics of an era, allowing consumers of this era to judge for themselves what he is reading, and he can like this point or point, or even dispute the point he does not like."

In DELL's view, it is enough to grasp the three basic points of innovation, interest and taste in advertising planning, so that a rough outline can be drawn for the brand. As for how to fill the contents, DELL is more willing to let consumers play freely.

This anti conventional, seemingly disorderly spokesperson brings consumers a refreshing feeling.

Play your personality to the extreme.

Of course, it is not enough to have a full mouthed spokesperson. How to release the characteristics of the spokesperson in the advertisement and how to combine the personal qualities of the spokesperson with the product characteristics need careful planning. In order to achieve this, DELL has found a distant mountain culture cooperation that has ever created objects.

"Their copywriting is very good, and they are very characteristic in understanding human nature." Xiao Sanle evaluated partners in this way.

As a result, consumers saw Jiang Fangzhou, dressed as a rabbit girl, shouting "I am not a literary youth". Kevin Tsai in his personality projection experiments confessed his "superficiality"; photographer Gao Yuan "reprimanded" to grab her XPS 14Z daughter and said, "play with your iPad"; Edison Chan, who has experienced ups and downs in life, sincerely said, "the most important thing in life is not friends, but super long standby."

No dazzling special effects, no superstar entertainment stars, but after the spread of the Internet, this series of copycat ads quickly became popular. According to the data of third parties, as of the end of 2012, the total number of DELL XPS series playing on video sites was over 20 million, and the number of videos transmitted and evaluated by micro-blog was over 3 million.

"Our advertisement is very smooth. It moves you very little." Xiao San Le said, "for example, the vanity and superficiality of Kevin Tsai's advertisements are actually human nature. Why do consumers need to change a beautiful notebook? Maybe it is because superficiality, we deliberately picked up this thing, instead, everyone was stabbed and stabbed to him."

This kind of advertisement with distinctive style and characteristics will lead to polarizing evaluation. There are consumers who express what they want to express in DELL's advertisement. But for the latecomers in the market, it doesn't need to impress all the consumers. It is almost impossible for fans to identify with DELL's XPS with fanatical "fruit powder" or ThinkPad fans. However, this strategy is undoubtedly effective for users who only pursue individuality and are not too fussy about product experience.

From the spokesperson of the special case to the distinctive style of advertising, DELL has played the highest role in the marketing of XPS, and has also conquered a group of consumers.

Just like when iPhone becomes "arcade", Samsung's Galaxy series can rise vigorously. The mentality of consumers is always subtle. Pursuing popularity and maintaining individuality is always the same. When "popularity" exceeds a certain critical point, then the opportunity of "personality" will come. Of course, the premise is the past of products. DELL's XPS seized this opportunity. Data show that since the launch of DELL XPS's new Campaign in 2011, DELL's market share has risen from 1% to 10% in the high-end notebook market with more than 7000 yuan.

Small and small play

Clear the target consumer group, with the quality of advertising content, the next is to find suitable channels to push the information out. "Unlike traditional brand advertising, we will change the way of advertising communication as consumers change media consumption patterns." Xiao Sanle evaluated DELL's strategy in this way.

The XPS series wants to impress young consumers who pursue individuality, and the Internet is their gathering place, so the Internet has become the main battleground of DELL. In two years, XPS has done more than 10 ads, but in addition to 3 of them on television, others have been disseminated through social networks and video sites.

"We don't have the money to invest in large scale like the fast food industry. Television advertising And big outdoor Kanban, we rarely throw these, no such luxury, so we can only think of small and broad. Xiao San Yue added. DELL public relations staff also told reporters that DELL would be very concerned about some new channels of communication because of its incomparable market budget and competitors. For example, they are now studying the popular mobile apps.

It is particularly important for us to find a suitable spokesperson for the Internet channel. It is particularly important for us to find suitable spokesmen. For DELL, it is not blindly pursuing the top brand. The number of micro-blog fans is not the only index to measure the value of spokesmen.

Choosing a controversial spokesperson will be good for the subsequent fermentation of advertising on social networks, so a large micro-blog fan with tens of millions of fans may not be more influential than the "little guy" with tens of thousands of fans. "Our starting point is to first consider what consumers are looking at, who will be influenced by them, and then look for people who will influence them."

Recalling the endorsement of XPS, most of them have such characteristics: Venus, Kevin Tsai, Jiang Fangzhou, Zhou Hongyi This is true of Pan Shiyi. Of course, the most representative is Edison Chan, from the perspective of the amount of advertising, Edison Chan's advertisement is also the most widely used advertisement in the XPS series Campaign. It has been a very interesting thing to see the advertisement of Edison Chan's endorsement notebook, which has been deeply hurt by computers.

And because communication channels are mainly concentrated on the Internet, DELL has more leeway in designing advertisements, which can make advertising scale bigger. "Many of the things we shoot are not televisions, because censorship is definitely not going to happen." Xiao Sanle said.

Aiming at the characteristics of the channel and matching the advertisement suitable for this characteristic, a successful Campaign was finally achieved.

Of course, from the overall performance of PC in the consumer market, the excellent Campaign can not change the trend of slowing down of the industry. The latest quarter of DELL's earnings report showed that the quarterly revenue of the fourth quarter of fiscal year 2013 was $14 billion 314 million, down 11% compared to the same period last year, and net profit was 530 million US dollars, down 31% from the same period last year.

However, XPS is in. Marketing Indeed, it can bring some thoughts to the industry. As a successor to the market, tiger food is not an idiotic dream. As long as you have smart enough strategy, XPS has done it in this respect. And DELL is porting the successful experience of XPS series marketing to the promotion of enterprise resolution plan. In any case, it will be an interesting attempt for DELL who has just announced privatization and active transformation.