Apparently the Flower Drum Song soundtrack is being piped into the Dell marketing offices, because that’s the only explanation for their latest campaign for women. Their new website is named Della (get it? It’s Della, a girl’s name), and trust me, once you land on that page, it’s clear that they are targeting girly girls. At Della, it’s all about style, not substance. Their mini netbooks are “another cool gadget to compliment [sic] your lifestyle.” (Yes, to add insult to outrage, there’s a freakin’ grammatical error on the site.) The only problem with their strategy is that I don’t buy my computer based on whether it’s available in “Ice Blue” or “New Cherry Red.” Nor do I need “stylish sleeves” or accessories that combine “a laptop case and designer handbag into one exciting package.” Tech Tips touts tools to track workouts and map out running routes. It’s a good thing I don’t use my computer for business. Oh wait, I do.
Since the site launched last week, the consumer and media response has been blistering. To be fair, Dell has listened, and tweaked some of the content to be less fluff and more informative. Still, Della is a great case study on how not to market to women.
