The brand is working to shift communications to focus on the solutions message and on “making people aware that we are a solutions provider as opposed to a hardware provider,” explained Kelly McGinnis, VP of global communications at Dell.
“The power to do more” brand platform and messaging primarily aims to communicate Dell's enterprise and solutions capabilities to business decision-makers, and is built around explaining how the brand can help business and technology professionals achieve more in their daily work.
However, the multi-pronged approach involves other efforts, such as the consumer-facing “More You” campaign, which focuses on tech solutions for consumers rather than businesses.
“'More you' is focused on how Dell listens to, responds and offers customized capabilities that help consumers do what they want to do in a personal way," McGinnis said.
The importance of listening and engaging with customers, which is an underlying premise of "The power to do more," coincides with a recent survey Dell commissioned through Forrester Consulting and released today.
The survey, “Listening and Engaging in the Digital Marketing Age,” looked at the state of social media in US companies by polling 200 marketers in the high tech, utility and banking, and media and entertainment industries. Findings revealed that companies that implement listening and digital engagement initiatives often experience higher customer satisfaction, loyalty, and brand metrics, and that customers want the power to do more with technology.
Dell is working to build campaign efforts around both of these findings. Thus, rather than talking about hardware in its campaign-related messaging outreach, Dell is using customer voices to explain how the brand has helped them solve problems, grow their business, and achieve results.
“To really understand and help solve problems with customers is what differentiates us,” McGinnis said of the company's holistic approach to the campaign.
Following a successful test run in Germany, the US campaign started in early July and will continue through the next few quarters, if not longer. Axicom is working with Dell's in-house team to support communications efforts, while Y&R is handling creative and VML is providing additional digital support.
The campaign is supported through a variety of media relations efforts, as well as creative, digital media, social media, customer appreciation days, internal communications, and more.
“A lot of what we're emphasizing through this campaign is the deep customer relationships that differentiate Dell,” McGinnis said.
The company began the campaign by spending several months educating employees on the brand and its offerings in order to engage and involve them in messaging. The company also worked to develop brand ambassadors who will be able to provide additional means for spreading Dell's message.
"We believe the most powerful tool in telling the story is going to live in the employees," McGinnis said.
Dell declined to disclose the budget on the campaign.