Marketing in the News
I came across the Dyson Ball Animal 2 vacuum on Mashable.com, I searched under the shopping tab and seen the title "Best Vacuum for Pet Hair". I knew this was instantly something I wanted to look at and gain knowledge on which vacuum they believe is truly the best for pet hair, as I have two cats of my own that shed hair all over my house. The cat hair from my two cats is something I am always trying to keep at a minimum as they shed a lot, so I was hoping I may find a solution to my problem.
This advertisement highlighted the unique features of the vacuum claiming it has the "strongest suction of any vacuum", emphasized its the compartment that can be emptied therefore no bag is needed, as well as it will automatically adjust to different surfaces that you vacuum and no animal hair will get stuck on the bristle bar because the way it's made. The ad also included a short video of the vacuum being used showing the automatic adjustment the vacuum dose when vacuuming different surfaces; as well as included a personal customer review.
The value proposition of the company is that they have the most powerful vacuum on the market, helping you create a healthy home with all their products. The marketing relevance in this article would be that Dyson is offering a solution to your crisis of not being able to manage your pet’s hair all over your home. Dyson is helping you with the crisis of unmanageable pet hair by informing you of the powerful features this vacuum has, and by including a personal review from a customer who explains how amazing the vacuum is, and she's impressed with the way it worked so her new baby doesn’t have to be on the floor with all the pet hair. The customer review shares their personal experience of how the Dyson Ball Animal 2 vacuum was a solution to their crisis of too much pet hair.
One challenge I did notice in their ad is that they noted that the vacuum was a bit on the heavy side. They noted it weighed 17.5 pounds then counteracted the con to the vacuum with a pro stating it's made so it's easy to maneuver regardless of its weight. This can be a huge challenge as most, like myself would not enjoy pushing a heavy vacuum around their home and wondering if it may be more difficult to move around then they are claiming it is. Another challenge is if the suction is so strong would it be safe to vacuum an area rug without ruining it?
I think what made this marketing approach unique is that they included the cons in the ad as well. I feel they did this because they want their customers to be informed, and believe the vacuum is so great that even by sharing the cons of the vacuum the consumers will still like it. Dyson stated the vacuum was heavy at 17.5 pounds, and that the suction may be too strong for some area rugs. For Dyson to be so open about the cons of the vacuum they must believe the pros outweigh the cons by far, and shouldn't be a question for the consumer.
I think the marketing approach although honest was partly bad by mentioning the cons in the ad. I understand they were being vulnerable and honest but when I have purchased a vacuum in the past these were not topics covered in the information about the vacuum I bought. I think they could have left out how much the vacuum weighs because I don't think most people know how much vacuum weighs. I think if it is as easy to maneuver as they claim and the consumer got the vacuum and realized how heavy it was, that the consumer would still be happy with the product if it did everything, they are claiming it to do. I think by claiming how much the vacuum weighs or the suction is too strong for area rugs, it could potentially detour some consumers for sure who may have purchased it otherwise and been content with the vacuum.
By reading this add I learned some great features I will look for in buying a new vacuum in the future, to help with the animal hair in my home. I also learned although Dyson claims to have exceptional products they are a spendy company, as the vacuum was priced at $399.99. This ad also made me become more aware of how damaging being so vulnerable about the cons of a product could be to the company sales. I think this because sometimes I think you have to try a product to decide for yourself if the pros of the product outweigh the cons. I personally would not buy this vacuum due to the weight of the vacuum, nothing worse than struggling to maneuver a vacuum into corners of your home.
AD LINK for DYSON BALL ANIMAL 2 VACUUM
AMAZON DYSON BALL ANIMAL 2 VACUUM
DYSON.COM
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