For Dell it’s all about the Demonstration.



Demonstrations in marketing are key. Dell just launched a portable projector, the model M109S, which sells for $500. The picture of the unit is not much to look at but when you hear that it fits in the “palm of your hand” it engenders the big aha. The M109S does not offer breakthrough clarity of picture but, I repeat, it fits in the palm of your hand. The hand demonstrates the “portable.”


Marketing is filled with claims: tastes great, fast and easy, light weight, low cost. And ads are filled with these claims which, like water, run off the backs of consumers. Demonstrations, on the other hand, create muscle memory for communications. They are simple, memorable and sell.

Demonstration names are also a good idea. How about calling this unit the “Peanut” rather than the M109S?