dell small business catalog

2022 Marcom Platinum Award Winner

Objective: Engage existing small business customers through inspiring editorial content to not just lift sales but also enhance brand perception of Dell Technologies as a true partner committed to entrepreneurs’ success.

Challenge: Technology catalogs are typically filled with sterile product shots, specs, and highly transactional language. How could we revise this approach to connect more personally with today’s extremely busy small business owners (and not lose Dell’s sales objectives)?

Solution: We worked with the Dell Women’s Entrepreneur Network (DWEN) to focus on real-world DWEN members photographed in their authentic work environments for a tone and feel quite unlike any prior Dell Technologies small business catalog. Warm and filled with inspiring stories throughout, it showcased a shared understanding of these entrepreneurs’ goals and sacrifices. By blending more genuine, relevant business content with selective products and product details, we achieved a more powerful, rewarding connection with customers. The end result? A Dell Technologies catalog setting new stylized standards for speaking to their small business target while still delivering a strong ROI.

Team: CCO: Steve Miller, Creative Director: Allison Hembd, Art Director: Meghan Bracamonte, Sr. Copywriter: Sharon Turnbull