Marketing Strategies for Dell Computers
In recent years, Dell Computers have increased their market share in the computer and periphery business extensively. Indeed, Dell Computers embarked on one of the most innovative and creative advertising campaigns in the history of the high-tech business in the later part of the 1990s.
Through its advertising, Dell Computers was committed to attracting a clientele made up of younger consumers. They specifically sought to target students and young adults. (But, the process of targeting the young folk, Dell Computers understood the importance of appealing - at least in part - to parents who oftentimes are called upon to pay the tab for computers, computer equipment and related gadgets.)
It was in such a stew that the original Dell Computers "Dude" came into being. (Of course, the Dell Dude ended up being arrested on a minor marijuana possession charge which resulted in Dell Computers re-thinking the blonde kid’s desirability as the laid back spokesperson for the company and its products.
The Dell Dude was created to appeal to young people. But, another important aspect of the Dell Dude was that adults were not totally put off by the kid and his antics. (That is, until he got busted with pot.) While adults could not entirely relate to the Dell Dude, they at least found the fellow likable. The Dell Computers Dude, in other words, satisfied the two-prong goals of the Dell advertising campaign.
Eventually the Dell Dude was replaced (completely, it seems) by the Dell Interns who captured a similar set of dual demographics. Of course, the Dell Interns appear to have run their course. But, it is likely that Dell Computers will work to reprise the advertising duality captured in the Dell Dude and the Dell Interns - at least during the early months of their media existence. By repeating its advertising successes, Dell Computers likely will continue to enjoy an advancing market share.
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