Creativity in Public Relations » dell Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 en hourly 1 Starbucks, Toyota, Dell and Qantas Ask Wed, 17 Jun 2009 01:18:45 +0000 Ryan Peal Building relationships that last, that’s what brands are focusing on more and more these days as everyone thankfully has realized you can’t just keep selling, selling and selling to people.  Building relationships around value (versus buying) is a totally different way of doing business for a lot of brands.  A few brands are ahead of the game on this front, recently simply asking their customers “what do you think.”  Here are a few examples I’ve been watching lately:

.  This is where Dell asks people to join in on some crowd-sourcing of ideas on how Dell’s products or services can be improved.  The site has a great “promote” or “demote” functionality that moves ideas up and down the list on the home page, and a really simple navigation to view, post, vote or see ideas that have been offered by the community.

Why Not.  Toyota asks people to provide any idea, large or small, related to a few specific buckets of discussion (i.e., safety, water, land, air, community and energy).  It’s flash-heavy so takes some time to load but once there it’s a nice site to browse around.  The ability to add ideas is easy, as is the ability to browse other people’s ideas and to share with friends or to add to a personal commitment list.

My Starbucks Idea.  Similar to Dell, Starbucks simply asks fans to share, vote, discuss and see ideas that are all centered on making Starbucks a better place.  The site has great real-time lists of recent ideas and leader boards of people making comments.  The site has a nice explanation of what happens to the ideas once submitted – their team of “Idea Partners” review them and see where they could fit at Starbucks and presents them to decision makers who see how the ideas can be put to work.  Overall, a great “Q&A” for reference too.

All of Aus.  This campaign recently launched from Qantas, asking Australia what they love about Australia and showing all of the comments on a very cool designed site.  The plans are to turn the comments into a newspaper insert and some other yet to be unveiled ideas.  It doesn’t have the same “help us change the world” as the other campaigns but a good example of company trying something new to engage its fans.

Next time you are thinking of “what’s next” take a moment to review these and other similar campaigns, focusing on entertaining, engaging and having a conversation with your target audiences instead of selling, selling, selling.  You’ll have more fun in the process and your fans will start seeing you as a valued part of their world, not just someone who keeps asking for money.

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Dell Swarm – Group Buying Saves Big Bucks Tue, 02 Jun 2009 01:14:00 +0000 Ryan Peal All of my Singapore readers are going to love this, and the rest of us can only hope this program comes our way.  A friend of mine (thanks Janice) in Singapore just told me about an exciting new program from Dell that encourages a group of people to all buy a Dell computer at the same time, on the same day, and save big bucks in the process. It’s called Dell Swarm and I think it rocks.

Here’s how it works:  Pick a Dell PC you’d like, join a swarm (with a guarantee the price will be lower than the price found at, watch as more people join the price of your PC goes down, when 15 people have joined (or 72 hours has been reached) the price is final and you’ve scored with swarm.  It looks like swarms can save $400 off an already discounted started point if the swarm reaches its limit.

Dell makes it easy to invite friends/family to join the swarm for a cheap price by providing a ton of social media examples to get the word out via Twitter, Facebook, Digg or good ol’ fashioned email.   And you can follow Dell Swarm on Twitter and be told when a swarm is about to happen so you can jump in for the fun and the savings.

Bulk buying is nothing new, sites like eSwarm and others have been grouping people together online for a few years now.  And I’ve heard stories from way back in the day when moms would  go into a story to buy all of the baby clothes in one shop for big deals because of the mass buying power.  What’s different about the Dell one is that it’s easy, intuitive and a bit of fun in the process.  You can imagine other companies are watching this Singapore test to see how well it works.  Think of companies that manufacturer mobile phones, TVs, refrigerators, video games and more, all offering a similar digital experience and consumer savings.  Love it!

What can we learn from this campaign?  Easy one is the need to create a site that is easy to use, is packaged appropriately with good content and ensures the process is transparent to all.  I also give the effort big props on making it easy to share swarms with friends/family with a great pop-up box that puts it all in one place.  And of course the overall idea scores on the creative front, providing solid inspiration for others to follow in their swarm steps.

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Dell Offers Twitter Followers Big Discounts Wed, 04 Feb 2009 04:36:40 +0000 Ryan Peal In one of the first big examples of Twitter starting to really catch the attention of brands, Dell today announced that it was offering a big 30% discount off a new laptop.  Dell was one of the first companies to experiment with Twitter over the holidays and now they seem to be primed to do more.  Basically Dell is seeing Twitter as a new marketing channel to reach consumers, incentivising people to sign-up to get more updates directly from the company via Twitter (versus email which is so last year).

In any case, read more about it over at Tech Crunch – a good case study of a brand taking the chance  to try out a new technology to see if it can work for thier needs.

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