What-do-women-want-in-a-laptop/
De Framalang Wiki.
Article original sur [ http://bits.blogs.nytimes.com/2009/05/14/what-do-women-want-in-a-laptop/ ].
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Titre
What Do Women Want in a Laptop? By Jenna Wortham
Paragraphe 1
Men are from Mars. Women are from Venus. And Dell is from the school of marketing hard knocks.
Paragraphe 2
The computer maker recently took the wraps off a new Web site geared toward women called Della, which advertises Dell’s line of Inspiron Mini 10 netbooks.
Paragraphe 3
The site originally featured tech “tips” that recommended calorie counting, finding recipes and watching cooking videos as ways for women to get the most from a laptop.
Paragraphe 4
But the approach may have done more harm than good: A backlash erupted online, as both women and men described the Web site as “ridiculous,” “gimmicky” and, as one disgruntled Facebook member wrote on Dell’s Facebook page, “Lamest move ever!”
Paragraphe 5
The resounding blowback prompted the company to amend the Web site, along with a note that stated, “Some of you have read this article over the last several days & will notice a few modifications. You spoke, we listened. Thank you for your ongoing feedback.”
Paragraphe 6
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.”
Paragraphe 7
“Some brands go too far with the girlie stuff,” Ms. Learned said, “And that’s when they start getting into trouble.”
Paragraphe 8
Della’s heavy emphasis on colors, computer accessories, dieting tips and even the inclusion of a short video about vintage shopping “seems condescending to women consumers,” she said. Meanwhile, details like pricing information and product specifications are buried deep in the site.
Paragraphe 9
“Della’s marketing strategy sounds like it’s advertising a purse,” Ms. Learned said. “There’s a level of consumer sophistication they’re missing.”
Paragraphe 10
Instead, Ms. Learned said, Dell should have emphasized function and figured out ways to sell the netbooks in a way that wasn’t clichéd and reliant on gender stereotypes. Dell’s site doesn’t really offer much — beyond color schemes, cases and dieting tips — that suggests these particular laptops would be best suited for female buyers, she said.
Paragraphe 11
“If the netbook is great for using the Internet and has a long memory, that would really be about helping netbook buyers get stuff done while they waited at the airport — not because they want to check diet sites,” she said.
