PC maker targets adult buyers via tech-savvy kids
Sales of desktop computers are declining, down 24% last December from the year before. So it's not surprising that PC-maker Dell has taken a new approach in its 2002 ad campaign, targeting the fastest growing consumer population: Gen Y.
The ads feature Steven, a surfer-dude-ish college kid who cheerfully assists adults in avoiding technology hassles and choosing the right computer. One spot features Steven driving around in a convertible with a young female passenger. The two are talking and laughing at a stoplight when Steven's middle-aged neighbor walks up and complains about his recent experience trying to buy a PC. "I go in for a PC and come out with a migraine...it makes your head spin!" complains the neighbor, echoing the feelings (we assume) of many adult buyers. Steven gives the man a cool nod and calmly explains that buying a computer from Dell is the solution. The words slide off of his tongue as if he's describing the latest skateboarding trick. In the end, his neighbor is convinced that Dell is the way to go. Steven's passenger nods in agreement.
While these quirky spots may remind you of 1-800-COLLECT ads, the difference is who's doing the buying. A recent Ad Age article praises the ad for reaching the "hard-to-reach" generation, saying "Steven connects with the younger generation, they are the ones driving the market." While they are correct in saying that the ad hits home with teens, this misses a key element of the campaign.
Kids' dollars don't drive the PC market, their parents' do. A recent online study shows that young people are unlikely to invest their money in a large, discretionary purchase like a PC, but are more likely to rely on their parents to make the investment. So the buying process tends to be two-fold: the technologically-savvy teen recommends the right product to the clueless, but cash-ready, adult.
Growing up in a world never void of PCs, Gen Y has the technical knowledge needed to make the PC purchase decision. Middle age buyers have a larger learning curve in this department. They tend to be aware of the popular brands, but are often unable to make the complicated purchase of hardware, software, modem, etc. They need the advice of someone who has grown up with computers and the Internet, is high-energy enough to keep pace with the technology market and is fluent in computerese.
A Kilter Culture Consultant agreed with this analysis. Last summer, his neighbor paid him $150 to help him purchase and install a PC in his home. "He was an elderly guy who wanted to have e-mail, but had no idea how to get it up and running. I did everything right down to calling the Internet service provider for him. It was easy for me, but he seemed to be baffled by all the components."
So how do you market big ticket technology to families? Dell has found the answer: companies should market to both teenagers AND adults, taking advantage of the two-fold buying process where kids have the knowledge to make the recommendation and adults lay down the money. Dell's strategy is working. According to CyberAtlas online, when a household's teenager is involved in recommending a computer, they route for Dell, Compaq and Gateway.
The "cool dude" ad (see it on www.ads.com) closes when the middle aged neighbor notices Steven's car and asks suspiciously, "Steven, isn't this your dad's car you're driving?" Wanting to impress the girl, Steven winks at the neighbor and lies "No!" The message? Steven may not own the car, but he sure knows how to drive it.