Steven the Dell guy is effective

Undertoad · 01-10-2002, 11:28 AM

I forget where I first wrote about the Steven ads, but this is about as appropriate a forum to note... the WSJ today notes that Steven has been really effective for Dell... and they're making MORE Steven ads.

I still say that the only effective Steven ad is the original "Mrs. Lindsay" ad. That one apparently worked SO well that Dell's market share went from 7% at Xmas last year, to 16.5% at Xmas this year. Whoah!

The beauty of that ad wasn't Steven's quirky weirdness, as the ad folks hope, but how it addressed so much in such a short little mini-drama. It addressed the competition. It addressed support. It put the <$1000 price point right out in front of everyone, in a way that told you how to think about it.

The current crop doesn't really do any of that and we will have to see whether they manage to return to form with the next round. The WSJ article tries to put Steven in the same league as the Budweiser frogs. But selling computers isn't like selling beer.

01-10-2002, 11:28 AM	#1
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	Steven the Dell guy is effective I forget where I first wrote about the Steven ads, but this is about as appropriate a forum to note... the WSJ today notes that Steven has been really effective for Dell... and they're making MORE Steven ads. I still say that the only effective Steven ad is the original "Mrs. Lindsay" ad. That one apparently worked SO well that Dell's market share went from 7% at Xmas last year, to 16.5% at Xmas this year. Whoah! The beauty of that ad wasn't Steven's quirky weirdness, as the ad folks hope, but how it addressed so much in such a short little mini-drama. It addressed the competition. It addressed support. It put the <$1000 price point right out in front of everyone, in a way that told you how to think about it. The current crop doesn't really do any of that and we will have to see whether they manage to return to form with the next round. The WSJ article tries to put Steven in the same league as the Budweiser frogs. But selling computers isn't like selling beer.

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