Dell Services unveils ad campaign to boost awareness

Dell is running its first advertising for its services division, which was established after the company acquired IT giant Perot Systems for $3.9bn (£2.7bn) late last year.

Dell Services is a new business unit formed by the acquisition. It aims to develop and deliver a suite of end-to-end IT services and business solutions.

The integration of Perot Systems means that the company now offers hosting, consulting, applications and business-process outsourcing services in addition to Dell’s existing managed and modular services.

Atul Vohra, head of marketing for Dell Services, says the campaign aims to build awareness of its new capabilities.

“We want to boost awareness of Dell Services. Dell is a ubiquitous brand with consumers and businesses. We want to leverage that awareness and build demand for our services, which so many businesses rely on every day,” he told Marketing Week.

Advertising will include B2B magazine ads, online activity and targeted DM activity. They will feature testimonials from leading business professionals hailing the service. Y&R, Axicom and Public Strategies have worked on the campaign.

“We want to boost awareness and increase unaided top-of-mind awareness (TOMA). We will be analysing how well this works and hope to reach as many business professionals as possible, driving more traffic to our websites and increasing TOMA to come ahead of our competitiors in this division,” says Vohra.

 The combination leverages Perot Systems’ capabilities across Dell’s much larger customer base, spanning global corporations, government agencies, health care and educational institutions, and small and medium enterprises.

Dell Services aims to be one of the world’s largest technology services organisations with more than 41,000 experienced and skilled technology- and business-services professionals and revenue of approximately $8bn (£5.5bn) from enhanced services and support over the past four quarters.

In the first quarter of this financial year, Dell’s services revenues were up 32% to $2.79bn (£1.91bn), with most of the growth coming from its acquisition of Perot Systems last year.

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