Mike Stopforth

If you’ve seen any of my presentations or read this blog for any length of time you’ll knw that Dell and I have some history.

Since the now infamous incident when a glitch on Dell’s local e-commerce led to the sale of literally thousands of laptops for next to nothing thanks to the SA blogosphere, I have been in touch with Dell’s marketing team. The subsequent goodwill Dell fostered thanks to regular attempts to play an active role in the local online community (like sponsoring the 2007 and 2008 SA Blog Awards and inviting bloggers to top-notch product launches) has helped position them as a progressive brand in the consumer electronics / IT sector that really gives a damn about digitally connected citizens and social media. This is significant considering the bulk of their business comes from massive corporate accounts, not dudes like you and I.

I recently got a fantastic surprise from the team at Dell that has helped solidify their position, at least in my mind, as a brand that gets customer care and what I like to call targeted customer centricity better than most.

As you know by now (because I am feeling soooo sorry for myself and have broadcast the fact regularly) I am currently and temporarily handicapped. The marketing dudes at Dell, having picked up my self pitied groanings on this blog, were kind enough to send a little parcel to my office yesterday. This is what arrived…

The label reads “So sorry to hear about your accident, hope you get well soon, the Dell Marketing Team”. Inside the box is a pile of the most incredibly addictive chocolate brownies I have ever tasted. The label also tells me said brownies are from a place called Mo’s Kitchen (011 606 2948) in case you want to challenge my assertion.

Now you may be thinking, how cheesy is that!? And I guess you’d have a case. You may also be thinking Dell probably treat all bloggers / journalists that way (rampant brownie deliveries), and you may be right. I say who cares? On the first count of cheesiness, I feel loved. And who doesn’t want to feel loved! The gift was sent the SAME DAY I went into surgery, not as an afterthought 6 weeks down the line once brownie budget had been cleared at marketing strat.

And regarding Dell choosing certain clients to treat nicer than others, what the heck is wrong with that! Dell are employing smart, strategic, targeted brand engagement. To quote my wife (through a mouthful of scrumptious brownies), “I don’t care why Dell sent them, I LOVE DELL!”. I’m a Mac user and Dell know it. But they value my innate storytelling tendencies and my relatively prominent profile and I applaud them for that. Shouldn’t your brand also be targeting the influencers?? They also know that if I ever switch back, I’ll be buying Dell long before Lenovo or HP.

Anyways, just a little food for thought

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