Comments on: Della Disaster: What Makes A Computer ‘For Women’?

By: When Marketing to Women, Don’t Be A Man: Ask For Directions « She-conomy

Thu, 19 Jan 2012 19:48:40 +0000

[...] that could do more harm than good. Dell Computers found this out the hard way with the launch of “Della” a website targeting the “not quite as bright as the male” female. Or at least that is how it [...]

By: Sirens Briefing | Sirens Magazine

Sirens Briefing | Sirens Magazine — Fri, 29 Jan 2010 22:43:26 +0000

[...] just how much the tech-geek world still ignores female consumers. (Except when targeting them with pink computers or recipe applications. Woo-hoo! If only we could shop for shoes while sipping cosmos on our [...]

By: Neil Anuskiewicz

Neil Anuskiewicz — Fri, 15 May 2009 23:24:12 +0000

Based on this post from JohnatDell, it is good that Dell is being responsive and revisiting their approach.
I have to say, from my experience, men and women use computers for work and play in pretty much the same ways. I do not think many women would want to work or play on a pink computer, especially if it had less horsepower than the machines marketed to their male contemporaries.
However, there probably is a good market for these netbook type machines based on the way people use computers these days and the desire to save some cash.

By: JohnatDell

JohnatDell — Fri, 15 May 2009 22:12:44 +0000

In fact, we are revisiting our approach thanks to a lot of valuable feedback. More info on the Direct2Dell blog: http://bit.ly/Isg9D

By: Mary Dean

Mary Dean — Fri, 15 May 2009 21:07:00 +0000

Classic case of good intentions and poor execution. It’s a basic marketing lesson that some brands have not mastered in ANY media. The biggest shame is that Dell (and others) have not learned from other marketers mistakes. Remember years ago when American Airlines launched their site “just for women” and touted the arrival to all of their female customers with great fanfare? There was just one small problem. Women didn’t like “their” new site one bit. In fact they found it “insulting” and “too lavender” and wondered why they would need a site of their own to purchase a ticket in the first place. (Ringing any bells here, Dell?) Mistakes like this have been made online and off for years and years. Every day, big brands spend lots of time and money on research with their target audience only to have their final message to the consumer fall apart in the details of translation and the creative execution. Although in this case, Andrea, I think you’re right. Dell was just plain lazy. They may not have done much research at all. If they had, they’d know that women don’t chose pink as a top three color. Heck, I’ve got the research to prove that. Why wouldn’t a company like Dell know it?
But the most important thing they’d know (a veritable marketing-to-women 101 fact) is that in categories like this, women don’t want to be singled out. They want to be acknowledged and included.
Ooops,I’ve got to go find a recipe online. It’s almost dinner time.