Dell vs. Apple
Let’s look at two sites for purchasing a computer. Let's compare Dell with Apple. Dell has a very straightforward approach, leading with an itemized list of attributes, product positioning -- "Even our style has substance" and messaging about "Everyday Entertainment." The site focuses on product superiority, customization to specific needs and the value of Dell service.
Apple, however, takes a much different approach -- emphasizing personal empowerment, creativity and emotional connection with the computer. Instead of listing attributes, it focuses on outcomes. "iMac allows you to live a digital life." Or, "Just plug it in, turn it on, and you’re ready to create something great." The text is in first person, about personal benefits, sharing with family and friends, and creating a digital record that celebrates your life. It leads with topics like making movies, composing music, and publishing websites.
Obviously, both brands have a loyal following, but which would appeal to the Shadow Millennials? Let’s take a closer look at the characteristics of Shadow Millennials before we evaluate which brand would have more appeal.
- About half of them research online before purchasing, but there is a small sub-group who does not research prior to purchasing.
- They are less annoyed by advertising than their peers.
- They value the opinions of others less than college students do in selecting products.
- They wait to purchase rather than buying on credit.
- They play video games in greater numbers.
- Fewer have jobs that are managerial or professional; more of them are tradesmen or work in service and repair industries.