Last week I had the pleasure of hosting the launch of our Take Your Own Path campaign in the UK – our seventh country launch in Dell’s first globally integrated marketing campaign for SMBs. The event was held at the St. Pancras Grand, an art nouveau-style oyster bar inside the station that houses the Eurostar trains bound for Paris and Brussels. The inspiration being that Take Your Own Path is all about a journey, and that the heroes have arrived at their destination.
Our heroes cover a diverse range of industries but all have one thing in common – a burning desire to follow a dream and make it a reality. It was a real honour to meet such an inspiring and enthusiastic group of entrepreneurs. I also had the pleasure of congratulating the co-founders of A Suit That Fits.com – winners of the UK Dell Small Business Excellence Award 2009 who were invited to the event as special guests.
Each of our UK heroes – Lonely Planet, Good Energy Group, Jagex, Masternaut and Innocent Drinks – spoke to the assembled media and partners about how Dell had made a difference to their business – from being able to communicate from far flung places to the excellent service, and always delivering and being great to work with.
I was especially filled with great pride when several of the heroes mentioned how they really appreciated the way we took personal responsibility in meeting commitments to help them succeed. Beyond the technology and service that we provide, it is when we take the initiative to go that extra mile for the ultimate benefit of our customers that we deliver a truly competitive differentiator for Dell.
You can see photos from the event on Dell’s official Flickr page and also watch some of the videos from the morning. The event generated significant media coverage in the UK, including CNN International, Marketing Week, IT Pro, Yorkshire Post, New Media Age, Marketing Magazine, and Hexus.
Dell’s aim is to be the number one SMB technology brand globally by delivering solutions that delight our customers, and this campaign is proof of our progress in this journey.