Have you ever wanted to give your company a recognizable face? Use Dell as your guide. Dell was the first computer company to use a human face to represent their computer company. And they used him, the Dell Dude, successfully. He created a brand, he created a following, they used him consistently enough that everyone knew who he was, and they got rid of him when they needed to. Apple is also doing this successfully today. They’re using their guy in a slightly different way, rather than the cool guy persona Dell went for they’re going towards smart, and making non-Mac users “dumb”. But back to Dell! Dell used their face to casually inform prospective buyers of all the perks of owning a Dell, not their features. Usually, when they were sold on the idea, the Dell Dude would close with the catchphrase "Dude, you're getting a Dell". (Unfortunately I couldn’t find a clip with the catchphrase). The campaign was a huge success and helped bring Dell to the forefront of the marketplace.
They marketed to the influencers, tweens and teens; in a very smart way because we all know they are not the buyers. They used teens in their commercials, their Dell Dude looked young, and he exuded the “cool factor” even if it was over the top. They used him in all of their print, all of their TV, and all of their radio. He saturated the market, which finally took hold and stuck.
Dell then, quickly fired their spokesperson. Why? He was arrested. I’m bringing this up because this was also a smart move on their account. When finding a spokesperson, your contract must be cut and dry about activities that will damage your company, because you’re putting your entire company in their hands…and now customers see him/her as YOUR COMPANY. There’s a fine line and it must be defined before your marketing campaign starts.
Lesson Learned: Hiring a spokesperson to put a face to your company is a smart move because it opens the door to communication by giving it a human touch. Like Dell focus on marketing your benefits not features, but be careful who you hire, make sure that they are reputable and will serve your company right. Also, keep in mind deceased celebrities or animated spokespersons are great too! They won't embarrass your company.
