Vacuum Cleaners Discussions

http://gizmodo.com/345918/dyson-dc24-vac-sir-james-brings-his-ball-back

Two models, one small, one large :-

DC24
http://www.dyson.co.uk/store/product.asp?product=DC24-ALLFLOORS

DC25
http://www.dyson.co.uk/store/product.asp?product=DC25-ALLFLOORS

DysonInventsBig wrote:

Too bad the woman with the nice derriere doesn't come with the DC24.  It would make my next vacuum purchase decision very easy.

Carmine D.

DysonInventsBig wrote:

I have to admit, when first viewing this clip I did wonder this myself... hey, I'm a red-blooded guy with certain observational skills! But the inclusion is subtle and it's (I think) impossible to say if it was intentional.

As a side note, I understand that Dyson no longer uses an ad agency in the traditional role for TV ads. They prepare their creative briefs in-house and work with a director to bring the results to screen.

What's interesting about the more recent adverts is they make a point of underplaying the brand. i.e. the previous Airblade advert, of which the main objective doesn't appear to be to create awareness of Airblade, but simply to say "Hey, I'm James Dyson - you already know my company makes... here's something else we're doing...". "aren't we the greatest? - keep buying the vacs!"
 
This latest 'ball' advert says "This is something that has unknowingly caused you grief in the past". "This is why.." (shows four wheeled model). "This is a ball - look it moves nicely". Then there's a blink and you'll miss it shot of a vacuum with a ball going around the corner.

It's the classic persuasive sales role. It's not telling you that you should buy the vac. It's highlighting the problem and offering you a remedy and the path to a solution which will play on the mind of people... while they're pushing their 4-wheel uprights around their house.

What's most surprising to me is that they're relaunching 'the ball' with a decent amount of publicity and it's like the first launch never happened.

M00seUK wrote:

Hello M00seUK:

I agree.  My sense is that Mr. Dyson wants the ball technology to be his legacy for vacuums, not necessarily cyclone root technolgy.    I think its a gamble.  Why?  The original ball DC15 was claimed to be the greater dyson by the dyson heralders.  It was not.  Now downsized and with some tradeoffs it's reinvented and relaunched.  Timing now is very bad economically.  Same was true for the GE upright with the ball wheel in the 60's.  GE had a nice design, was lightweight and easy to maneuver.  A decent performer for the day but vacuum buyers just were not interested.  Will it be different this time around?  Dyson has to find a way to entice new vacuum buyers to the new baby ball vacuums.  Ads help but are they enough to convince new vacuum buyers to purchase? 

Carmine D. 

It’s a tough call for them. Like with any product development, you’re always finding out better ways to improve the end result. If you keep putting off going in to production, you risk ever increasing R&D costs with no immediate sign of return on investment. In Dyson’s case, they could see their patents for the Dual Cyclone expiring one-by-one and needed to pull something out of the bag to continue to justify the premium price they charge for their product.

The initial launch of ‘the ball’ validated the design, but the complexity of it appeared to undermine the margins that manufacturer and retailer could get from the end user.

Economically bad timing? Hrmm.. it depends how you see demand in the face of a possible recession. A fall off on higher end cars, yes. All a car really has to do is get you from A to B in relative comfort at a good MPG. A higher-end vacuum, offering a unique feature at a slight premium? In my mind, you either have next to no money and will spend £50 on a vac or you have a bigger budget and will consider a vac’s cost / features on merit.

M00seUK wrote:

Moose, I believe the placement of the woman with painted on jeans was intentionally place there for men viewing the ad.  No harm, I believe.        DIB

DIB:

You turned this thread from the 'ball' to the 'butt.'

That's not a dyson she's using. 

Great ad for ladies' jeans!

Carmine D.

CarmineD wrote:

Carmine.  I was hesitant for posting or commenting of this ad, butt thought it was interesting enought to post.  James has mentioned in the past (launch) with the DC15 that he was targeting men.  He said their market research showed men were (if I remember correctly) interested in "The Ball" technologies, the DC15.  And he said men were more likely to vacuum than before using The Ball (technology).  Cost and weight seem to have gotten in the way of the DC15’s selling success.  I own the DC15 and think it is great except for the weight and I too, felt it was to pricey. - So I bought a Best Buy floor demo which has worked flawlessly.        DIB

DIB

Thanks for you thoughts and comments on the DC24 and DC25.  Not much to setup on the DC24 then!?  I have to say I think James Dyson and Dyson are pushing the DC24 and DC22 the small machines than their bigger brother version DC25 and DC23. 

I saw the TV ad in the UK 2 days ago, short and to the point.  I'm surprised the DC25 didn't feature along with the DC24!

One thing I did notice the handle weight on the DC18 is heavy comapred to the early DC04!  I thought the DC25 was very lite!

DC18

I personally don't think the 'new' ball vacuums have more publicity than the original DC15 Ball.  There was pre TV ad to give us a taste of what was to come before the DC15 launched.  There still is a separate web purely for the DC15 that goes into depth about the new product and it new technologies.  Then there was another TV showing the full product and a full launch from James Dyson.  With the DC24 and DC25 there has been the web info but very limited and the TV ad which has just come sout.  No offical launch in the uK as far as I'm aware (other conutries yes!).   All the publiciy is on the DC24 and not the DC25 or the other 2 new models DC22 and DC23.

I think Dyson is pushing the DC24 (and the DC22) more than the other 2 models DC25 and DC23 due tot hem being lighter and smaller but offer very good performance.  This is the route or one of them they will go down (has been mentioned in articles\interviews with James Dyson) and the ball technology being one of them!

DC18

DC18 wrote:

DC18.  Yeah, I remember the dedicated web site for the DC15, I forgot about it until you mentioned it.  The Ball and Slim do indeed turn well.  I wonder if Dyson is going with "The Ball" for mid and lightweight vacuums only and using fewer cyclones, smaller bins with it's limited filtration.  I do not think Dyson is done launching vacuums.  The DC14 is on closeout at Best Buy and the DC07 is on closeout at Sears.

.

What do you guys think of the graphic Dyson is using on his web site and packaging when selling/showing the Ball series?  The graphic showing four wheels carriage vs. ball I thought it was vague, showed little detail and hard to understand.        DIB