Does Dell Know What Women Want In a Laptop?

Hugh Pickens writes "Finding the right approach for gender-specific marketing can be really tricky, said Andrea Learned, a marketing expert and author of Don't Think Pink — What Really Makes Women Buy. So when Dell recently took the wraps off a new Web site called Della, geared toward women, featuring tech 'tips' that recommended calorie counting, finding recipes, and watching cooking videos as ways for women to get the most from a laptop, a backlash erupted online, as both women and men described the Web site as 'ridiculous' and 'gimmicky.' Della's heavy emphasis on colors, computer accessories, dieting tips, and even the inclusion of a video about vintage shopping 'seems condescending to women consumers,' says Learned. Instead, Dell should have emphasized function and figured out ways to sell the netbooks that weren't clichéd and reliant on gender stereotypes. 'Some brands go too far with the girlie stuff,' Learned says. 'Della's marketing strategy sounds like it's advertising a purse. There's a level of consumer sophistication they're missing.'"

Comments

Stereotypes usually have some kernal of truth

[elrous0]

Sorry to be politically-incorrect here. But just because some people find a certain stereotype demeaning doesn't necessarily make it a complete falsehood. Sure, it's stereotypical to say that women like pink, pretty accessories, shoes, knick-knacks they can put on a million shelves on the wall (instead of the movie posters that belong there), a pink cover on the toilet, decorative soaps, scented candles, etc., etc. But you know what? That "stereotype" effectively describes 4 out my 5 last girlfriends, my mother, all my aunts, and a solid majority of female friends I've had over the years.

Re:Stereotypes usually have some kernal of truth

[cayenne8]

Hey, we didn't get these stereotypes out of thin air, most often any stereotype comes from observed reality of the actions/traits a certain strata of the population exhibits a great deal of the time.

I really hate this PC era...everyone needs to lighten up a bit, learn to laugh at themselves, and others. Quit looking for a reason to be offended.

Re:Stereotypes usually have some kernal of truth

[mc1138]

Just because they're true doesn't mean they want to be reminded about them. It's like telling that girlfriend she should go on a diet, or that she looks fat in those jeans.

Re:Stereotypes usually have some kernal of truth

[iamhigh]

Next time you buy groceries why don't you glance at all the mags at the checkout. Count how many have something about "Lose weight in 2 weeks" or "See how J-Lo dropped the pounds" or similar. Then come back and tell me again, sincerely, that women don't want to hear dieting tips.

The op is right, we really have to lighten up. I am hoping eventually the world gets burned out on hearing about the "OH NOES - NOT P.C." stories and quits caring.

Re:Stereotypes usually have some kernal of truth

[kandela]

By marketing at stereotypes, you reinforce them. By treating women like they aren't tech savvy, you're making them feel uncomfortable about being tech savvy.

If you think I'm talking nonsense then try this experiment. I assume you are a guy with a comment like that. So, go to the department store. Find and buy a pink jacket/shirt and wear it for a month. When someone comments, or asks why you are wearing pink, reply that you like the colour. Then after a month, come back to me and tell me how comfortable you felt about doing it.

Re:Stereotypes usually have some kernal of truth

[JustinOpinion]

...but consider:

• Stereotypes usually come from anecdotal sampling, rather than hard numbers. Why should we put stock in them?
• A "kernel of truth" says nothing about the relative size of the effect. E.g. even if women prefer pink on average, how predictive is that statement for a particular female consumer? What are the error bars?
• Even if a stereotype is correct, on average, using it as the basis for marketing is usually dumb because the group you are targeting may well be offended by the implication of the stereotype. Again, even if it is true, you may do more damage than good in using that marketing angle.
• Even if a stereotype is correct in some context, that doesn't mean it translates to others. For instance even if women on average prefer pink, that doesn't mean they want pink laptops. Clothes tend to be aesthetic purchases, whereas laptops tend to be functional purchases. Thus the priority for a woman shopping for a laptop may be totally uncorrelated to color. (Or maybe it is correlated--but anecdotes and stereotypes do not suffice to make that determination.)
• Stereotypes often arise from cultural forces and even "self-fulfilling prophecies". They are not necessarily intrinsic. From a marketing perspective, the provenance of a trend usually doesn't matter; but from a "treat people with respect" perspective it can be relevant. For instance the "blue=boy and pink=girl" motif is relatively recent. In fact some sources from the 1800s contend that pink is the correct clothing color for baby boys.
• Stereotypes are frequently generalized illogically. E.g. "girls like pink; I saw I guy wearing a pink shirt yesterday; that guy must be girlie and weak" (this includes both the unfounded pink->girl and girl->weak assumptions).
• Stereotypes describe one aspect of a class at the expense of others. E.g. maybe women on average like pink, but is that really the defining feature of that class? Is that the most pertinent thing to focus on? Even if true, the choice to focus on that trivializes the identity of the class.

Point being: stereotypes are looked-down upon for a reason. They are spurious, frequently unhelpful, often downright wrong, and usually rather insulting.

Re:Stereotypes usually have some kernal of truth

[MadKeithV]

Indeed, I think the following Einstein quote applies:

Common sense is the collection of prejudices acquired by age eighteen.

Re:Stereotypes usually have some kernal of truth

[MoonBuggy]

I don't think anyone's particularly saying they're offended, just that the marketing scheme is a bit of a joke.

Imagine they made a website targeting a male stereotype, showing a laptop being used in some sports context on a backdrop of explosions and guitar riffs. I can only assume the average Slashdotter would chuckle and treat it as if it were marketing to 'dumb jocks', pointing out that it didn't even mention the technical merits of the machine. We wouldn't be offended, but I think most people here would look down on the site with something between disdain and pity. I expect the phrase "How stupid do they think we are?" would come up, with people wondering why one wouldn't just buy it on the normal Dell site where actual product comparisons are available.

That's what people are saying here - not that it's deeply offensive, just that the level of sophistication is laughable and that talking down to one's customers is a quick way to lose them.

Re:Dudette you're getting a Dell!

[feepness]

I wonder if the wives of Dell executives are upset, or maybe they're too busy doing the dishes and cooking dinner to even know what's going on...

Interesting that you assume all the executives are straight males. Who's not being PC here again?