Intel Xeon Dell Power Edge Servers recently placed an ad on the third page of the business daily Mint. The objective was to reach out to the SMEs (small and medium enterprises). The ad features lesser known but successful entrepreneurs such as, Neeraj Roy who runs India’s leading digital and mobile entertainment company, Hungama.
By featuring entrepreneurs such as Roy, the ad tries to evoke emotions and aspiration amongst budding entrepreneurs. It also conveys how Intel Xeon could help their businesses grow. The ad also has an SMS helpline number for consumers to seek further information. In a way, the company also smartly tries to gauge the effectiveness of the ad through a direct response method.
What’s more interesting about this print ad is that it does not directly talk about the product benefits; on the contrary it uses an alibi in the form of successful business enterprise, which has used the product to scale up its business. Many a times when a product starts talking about its product benefits, it’s hard to convince the consumer, which is why it is important to site an example that endorses the statement. In this case the ad has adopted a similar route.
There is more to the advertisement. When it comes to reliability, they have already done the best by cleverly choosing a personality whose business depends directly on the reliability of the product being advertised for. Thus, through a successful business case study, the advertisers, very subtly made the product itself rhyme with success. Notice how the advertisement starts with a grand description of the Roy’s business and not the product itself. The advertisement tries to win over the trust of the readers and assures the readers of the reliability of the product that has helped such businesses. Of course, the reader would know that this example does not validate any correlation between success and these servers, but the way they score on the emotional front virtually validates everything.
The advertisement, thus, comes forth as an excellent example of thoughtful ad-making which gives full credit to the role psychology plays in the marketing business. No wonder, Dell servers are the mode of the day.
Tushar Bharati
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