Dell's "New Way to Shop" for Computers? WHAT? #FAIL

By jmacofearth On 12/05/2012 · 3 Comments

I would think by now, that this sort of stuff would make me laugh. It doesn't.

Dell is serious about business. And as we know, they are seriously losing their shorts in the PC market because everyone is shifting so quickly to tablets and smart phones that it's causing the entire industry to rechart their futures. (see Intel and AMD stocks.) Sometimes Dell is great at this and sometimes they miss the boat completely. Today I saw this ad on Facebook.

Screen Shot 2012 12 05 at 4.57.11 PM Dells New Way to Shop for Computers? WHAT? #FAIL

That looks good. 24 laptops being given away. I'm in the market for a Win box, okay, I'll bite.

(Question: did you read any of the fine print? Or the copy above the ad on Facebook?)

Let's see what the click does…

Okay, so if I read the headline, I see "a new way to shop" as the primary driver or CTA. (call to action) BUT WAIT? How is going to the mall a "new way to shop?" And where's the little part about the giving away 24 laptops? Or even the 24 Days of Inspiration Sweepstakes?

Have you got a clue yet? Here's the link to the Dell page. See if you can tell what's going on. Or what the "new way to shop" is.

Dell Showcase | Dell

Okay, I am looking for an innovative approach to buying a PC. And I'm looking for how to enter the 24 laptop giveaway. And I'm thinking, "Boy! Dell needs to fire their agency."

Here's the INNOVATION:

Try Dell products
Get hints and tips from experts
Try Windows 8

Dell is that the best that you can offer? Where is the giveaway? How do I enter? What do you want me to do when I hit the "showcase" page above?

My best guess at what the design team said when they were asked this question about the LANDING PAGE is, "They will find their 'showcase' location from the links."

The colors don't match. There is no mention of INSPIRATION or the 24 laptops that caught my attention in the first place. Mind you, Dell is paying LARGE SUMS OF MONEY TO PROMOTE THIS PAGE. And to what goal?

Look at the page again. Go to the link. And tell me what Dell is asking you to do. (I'll give you a minute.)

Ready?

What's innovative about the program is ZERO. What's innovative, or the "new way to buy," is not about buying a PC. It's about buying a DELL. OOOOHHHHH! I get it. Because it's a DELL we haven't had the opportunity to touch and feel the fit and finish before. Again, a facepalm moment. REALLY? Let's see Walmart, Best Buy… Is it new to be able to see Dell in a retail environment?

Okay, but beside that, what's the sweepstakes? What do I have to do to enter? [I'm guessing my employment at Dell is no longer a disqualifier for me to WIN a DELL. (I'm not sure I'd buy one.)]

On the page there is NOTHING about it.

Okay, so look back at the TOP of this post. Back to the FACEBOOK AD.

I'm sure I am being dense. But what's the offer?

Here it is. "Join us at a Dell Showcase Location + URL to store locator page."

And what's new or innovative about seeing Dell at a shopping mall in the month of December?

… (crickets)

Okay, one last problem. Here is what Dell touts as "What You Will See Here."

Screen Shot 2012 12 05 at 11.47.22 PM Dells New Way to Shop for Computers? WHAT? #FAIL

I count 12", 13", 14", 15", and 17" laptop screen sizes.

Dear Dell, nobody chooses a computer by screen size. Why does Apple have TWO screen sizes on the MacBook Pro? And why is Apple the most valuable company on the planet?

Dell is still killing themselves with OVERBRANDING. Can anyone but former and current Dell employees tell me the difference between an Inspiron, XPS, or Alienware? And what does the "z" mean when attached to the screen size, as in 14z or 15z. [See Dell's Sub-Branding Nightmare]

Well, merry Christmas Mr. Dell and your tens of thousands of Dell employees. I sure hope you figure some of this out, cause the hemorrhaging won't stop until you do.