Dell Computer Corporation

Dell Uses Social Media Across All Divisions
June 23, 2010

In 2006, computer maker Dell Inc. launched a social media and community department to manage consumers’ then-burgeoning use of the Internet. At the time, so-called social media was viewed as a specialized approach to marketing. Four years later, it has become as much a part of doing business as conventional advertising, and companies such as Dell have integrated social media with broader marketing strategies and made it more mainstream. Although Dell still operates a social media department, it's now using social media across all its divisions to connect with customers through online channels such as Facebook and Twitter. Last year, the company revealed that about 100 employees send tweets through 35 channels, reaching customers in more than 12 countries. Dell, which operates more than 80 user groups, reported generating more than $6.5 million in business through Twitter deals during 2009.

Catalogers' Updates and People on the Move
February 1, 2009

Pan American Develop-ment Foundation (PADF): This nonprofit organization that creates public-private partnerships to assist disadvantaged people in Latin America and the Caribbean has launched a print catalog of corporate social responsibility and cause-related marketing opportunities in those regions. The 28-page book provides an overview of PADF projects that are well-suited for private-sector participation.

June 1, 2008

Catalogers’ Updates • Gander Mountain: Twelve years since it last mailed a catalog, this hunting, fishing, outdoor apparel, and lifestyle products and services marketer has returned to the catalog industry. In late April, Gander mailed a 324-page catalog from its Overton’s subsidiary containing products from Overton’s, Gander Mountain and others to more than 2 million customers. Plans call for catalogs carrying exclusively Gander Mountain products to be mailed later this year. The company also expects to convert its informational Web site into a transactional one later this year. • Dell: The personal computer marketer continued its recent cost-cutting initiative by laying off 250 workers

E-Mail Applied: Change the Subject
June 1, 2008

Subject lines carry a lot of weight. They drive open rates and results. After e-mail recipients look at your “from” line and recognize your company or service, the next thing they do is look at the subject line to see what might interest them. Let’s examine some of the latest techniques for getting customers past the e-mail client and into your site. Free to Use ‘Free’ In the past, marketers were warned not to use the word “free” in a subject line. The concern was that it triggered spam filters and reduced chances of delivery. Since “free” is the most powerful four-letter

Cataloger-Relevant Cherry-Pickin’s From eTail Conference
February 15, 2008

When I attend industry conferences, I do quite a lot of cherry-picking. After all, there’s quite a lot of information spread around, but not a lot of it’s relevant to catalogers and multichannel marketers. So for this week’s edition of The Corner View, I took it upon myself to attend many sessions from the eTail Conference, held Feb. 11-14 in Palm Desert, Calif., and whittle down these experiences into the top 10 ideas, tips, points and company activities I took in during the event. I only attended sessions with panels that included catalog/multichannel marketers. The most noteworthy subjects they discussed included exploring

Customer Retention: Keep ’Em And Hold ’Em
December 1, 2006

Beyond death, taxes and postal rate hikes, most catalogers’ primary worry in life is retaining customers. Aside from continuously offering appealing products and services, there are a number of effective approaches you need to take to keep your customers happy and doing repeat business with you. Naturally, the question is, “What methods can I try that I haven’t already tried 10 times?” For a few possible answers and techniques for you to test in different departments, consider the strategies offered by several catalog experts. Customer Service Good customer service starts with the first interaction you have with customers. And if your call center

Editor’s Take: How Dell (May Have) Lost Me
November 1, 2006

At press time, I had nearly completed this column when a rather unforgettable customer experience caused me to drop what I was doing. I wound up ripping up the old column and wrote this. Hopefully, there will be a lesson to be learned by all — at least by computer giant Dell on how not to handle a valued customer. My wife, Donna, bought a Dell Inspiron 6000 notebook computer in July 2005. Naturally, it worked fine for her; that is, up until the day after press time when the battery apparently died. She and I figured we’d call Dell and have what was