2300-Dell's "Heroes"

Dell has taken on a new marketing process. Find successful people using our products, and shows the world the possibilities.

Rather than only reviewing IT products and use, they have moved to reviewing individuals and businesses. Dell’s new campaign focuses on entrepreneurial “heroes” including small and medium business owners.

The new advertisements focus on those that have used Dell products to “make their own path.”

Dell’s website features a bright picture of a businessperson, and mini-speeches by the individual Dell found using their products. The people have made great strides in the business world, and are able to tell their story from the bottom up. Each successful individual express what they have done with their business, how they were able to reach their dreams, and lastly, explain that they chose Dell as a partner in their climb.

A couple of Dell's heroes include Sanjana Ratnum, a global wedding dress designer who uses a Dell laptop, and P Kishore. Kishore is the founding director of Everron Systems, a program that allows over 300,000 students in a computer classroom to be educated by a teacher hundreds of miles away. These business owners send a poweful message. Most are using their businesses to help people, make others happy.

Not only does a business owner pop out at you when you first reach the site, there is a list of ten other entrepreneurs on the sidebar compelling you to listen to all the feel-good testimonials. The individuals are interesting, their pictures bright, their words intelligent. This is great marketing strategy.

This strategy is not unlike Skechers or American Eagle. Dell has chosen to do the same as these apparel providers. Show the ordinary citizens having an extremely good time; in this case have a successful business. Regular people appeal to the public.
This could appeal to all Dell buyers. Consumers want to see the average citizen succeeding from relatively small. All the testimonial videos end with the “I choose to take my own path, I choose to use Dell.”