SAN FRANCISCO: Dell is using events, media outreach, and viral marketing to promote itself as an end-to-end technology provider to business decision-makers.
The company unveiled a new generation of servers and new storage and networking services this week. However, rather than focusing on product details, the company began its messaging strategy with customer-led success stories from companies such as Florida-based Grow Financial Credit Union and the Texas Advanced Computing Center.
“Customers used to buy just PCs from Dell,” said Jane Thompson, executive director of enterprise communications at the company. “Now as we've developed new technology in the data-center space, they are buying from the PC to the data center.”
CEO Michael Dell spoke to business and trade press on Monday in San Francisco at a media event to emphasize the company's position as an end-to-end technology provider in the enterprise space. The company launched a campaign last summer to mark its entry into the enterprise space.
With the assistance of AOR Axicom, Dell has also held similar events in Beijing and London to communicate important themes of the campaign.
Thompson said Dell is ultimately working to communicate the message that its servers can be used in many ways to help customers across a broad range of sectors deliver data and results faster. It is targeting business and trade outlets, as well as media that reach the CIO audience and IT decision makers, Thompson said.
“We're never going to not manufacture PCs,” Thompson said. “But we believe giving customers PCs, data centers, and services is what they value the most, and that's been consistent.”
Dell is also conducting a related online viral marketing campaign through Dell.com that includes social media and video, as well as an ad campaign.