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Dell uses Captivate to target SMBs

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Dell Inc. introduced a new b-to-b campaign in June built around the tagline “The power to do more.” In a recent blog post, Karen Quintos, Dell's senior VP-CMO, wrote that a “theme you will see reflected in this campaign is Dell's evolution from a hardware provider to a credible, enterprise-class services and solutions partner.” The campaign was created by Dell's agency, WPP's Y&R. The campaign, which BtoB's sibling publication Advertising Age estimated at $80 million, is running on broadcast and cable television, online and in print. It's also appearing in elevators. Dell began its program last month with Gannett Co.'s Captivate Network, which places content and advertisements on screens located in office building elevators. Captivate, which has about 10,000 screens in more than 1,000 buildings in North America, uses content from the Associated Press, USA Today and the Washington Post on its screens. Captivate estimates it reaches 3 million viewers every business day. For this campaign, Dell runs a “Power Tip of the Day” on the Captivate Network screens four days of the week. One recent tip advised readers to be sure to get enough sleep: “Performing complex tasks and navigating complex relationships are much harder to do when REM sleep suffers.” On each Friday of the 8-week campaign, Dell runs some of the first full-screen ads to appear on Captivate Network elevators. The full-screen Dell ads emphasize that the company is a services provider rather than simply a PC marketer: “With a range of solutions in cloud computing, interactive learning, health care, efficient IT and global services, Dell gives you the power to do more.” Captivate Network said Dell is using the elevator screens to target small and midsize businesses. Scott Marden, research director at Captivate Network, said about 75% of the people who see the screens on a daily basis are affiliated with SMBs. Additionally, Marden said 30% of Captivate Network screen viewers influence information technology buying decisions. Marden said the Captivate Network is an efficient medium for a b-to-b marketer because almost everyone who sees the ads is an office worker. “There's a lot less waste when you're dealing Captivate than there is with more traditional media companies,” he said.
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