The very first computer I bought after I started The Marketing Spot was a Dell. Earlier this year I purchased my last computer from Dell.
But the new braniacs at Dell think that I’ll come back because they’ve got a snappy new marketing campaign and pink computers (see this article from Business Week). What they don’t realize is that I’m not leaving Dell because of their current uninspiring marketing campaign.
Good marketing can’t save a bad business.
Dell even has a new slogan that they believe is sure to help it regain the market share it lost to HP. “Yours is Here” is obviously much better than the previous tagline of the month: “Purely You.” Once you hear the siren song of “Yours is Here” you will most certainly be compelled to buy a new Dell.
The real reason I left Dell is because they no longer gave me the product, the service, or the experience I wanted from them.
No matter how good you think your marketing is, if the customer experience is not in alignment with what you promise to deliver, your marketing investment is wasted.
Before you spend another dollar on marketing, spend some time designing and implementing a customer experience that will give you a return on your marketing investment.
Related posts on taglines & the customer experience:
A Great Tagline is Your Best Brand Communication Tool
Magic Spots in The Customer Experience
Cut The B.S. in Your Marketing Materials
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