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M00seUK
Joined: Aug 18, 2007
Points: 295
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Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Original Message Jan 17, 2008 3:54 pm |
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DysonInventsBig
Location: USA
Joined: Jul 31, 2007
Points: 1454
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #279 Apr 9, 2008 3:21 pm |
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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. 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
This message was modified Apr 11, 2008 by DysonInventsBig
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CarmineD
Joined: Dec 31, 2007
Points: 5894
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #280 Apr 9, 2008 4:15 pm |
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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.
This message was modified Apr 9, 2008 by CarmineD
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DysonInventsBig
Location: USA
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #281 Apr 9, 2008 4:55 pm |
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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. 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
This message was modified Apr 9, 2008 by DysonInventsBig
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DC18
Dyson, Sebo and Bissell user
Joined: Jul 25, 2007
Points: 294
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #282 Apr 9, 2008 5:11 pm |
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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
This message was modified Apr 9, 2008 by DC18
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DC18
Dyson, Sebo and Bissell user
Joined: Jul 25, 2007
Points: 294
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #283 Apr 9, 2008 5:20 pm |
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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
This message was modified Apr 9, 2008 by DC18
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DysonInventsBig
Location: USA
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #284 Apr 9, 2008 5:41 pm |
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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) DC18 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
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DC18
Dyson, Sebo and Bissell user
Joined: Jul 25, 2007
Points: 294
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #285 Apr 9, 2008 6:04 pm |
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DIB I don't think the DC18 Slim turns as well as the DC15 and the new modles DC24 and DC25. This I think is due to a small ball under the machine carriage on the DC18. I think the DC07 and DC14 will disappear soon but a replacement is needed for the DC14 as that is quite a popular model in the UK! I don't think Dyson is done with launching vacs as such!! The marketing material is not as good for the new ball vacs, not as good as previous model launches. Where is the 360 degree model spin, which they don't use anymore! The info is very basic across all 4 new models and that don't push the core technoogy on the new canisters in the UK which is strange! DC18 |
DysonInventsBig
Location: USA
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #286 Apr 9, 2008 6:09 pm |
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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! Funny. My observations landed me a hot wife (IMHO). 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. I read this too. Dyson and the ad firm parted ways only to have LG hired the agency.
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!" Moose, truthfully I do not understand all the theories of marketing, but I wondered this too/what you say. I may add, James was just making us realize/reminding us he and his team are inventors and fix things/invent products missed by others. James is using the phrase inventor in his ads, being an "inventor" got lots and lots of press and fame for Edision, it is nothing to shy away from.
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. I felt this ball model was shown well and long enough. This James w/ ball wheel at desk, was followed up by his ball vacuum... Here is what I am going to show you (James at desk w/ball) and now here I am (woman model) now showing you again and with the real thing (the product).
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. Yes.
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. The DC15 at the time was the only upright in the world that could manuver as well as it did. I can change directions and whip my DC15 180 degrees very easily. Heavy and expensive although. Our house keeper struggles pushing it, you can see it in her face. These new "Ball" technologies will seperate his products from all others, in looks, function and sitting on retail shelving. Think about it, Dyson launched 2 vacuums based on one technology and is selling these 2 vacuums using 1 t.v. commercial. His well defined Dyson yellow is highlighting his newest technology (the ball). I like the idea of out manuvering a 100 yr. old reality. Even before Murry Spangler, folks were pushing/pulling sweepers in a more or less straight line. Dyson and his team invented the fix. DIB
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CarmineD
Joined: Dec 31, 2007
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #287 Apr 9, 2008 6:38 pm |
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The dyson DC07 and 14 are history in the USA, IMHO. The DC15 ball maneuverabilty is a moot point if you need gorilla wrists and arms to use it. To bulky and weighty. It was BEST BUY's worse dyson seller according to persons I talked with at their stores. And other retailers dropped it quickly when it didn't sell. We know now the reason dyson kept it in its venue. Looking forward to checking out the DC 24 and 25 at BEST BUY. Carmine D.
This message was modified Apr 9, 2008 by CarmineD
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DysonInventsBig
Location: USA
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Re: Dyson DC24 / DC25 Vacs: Sir James Brings his Ball back
Reply #288 Apr 9, 2008 6:46 pm |
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DIB I don't think the DC18 Slim turns as well as the DC15 and the new modles DC24 and DC25. This I think is due to a small ball under the machine carriage on the DC18. You are probably right. Honestly I only used a DC18 for 20 minutes or so at home. At the store I compared the turning of the 18 to the 25 and felt/saw no differences. But this was done on a hard surface, not carpeting. The so-called outside stabilizer wheels did nothing but just skid along in a straight line. The wheels are of a slippery plastic with no traction, the new ball would fix this. I think Dyson made the DC25 not only to replace the DC18 but to replace the DC15 too. Giving the DC25 a little stronger motor and some other changes would then get this light/mid vacuum to the benchmark of 220 air watts (the DC15’s and DC17’s numbers). I can envision potential consumers of past, debating over if the DC18 had enough suction, the DC25 answers this. The DC24 is his super light; the DC25 is his mid weight. Now we wait for full sized Root + Core uprights (my guess). A friend mentions that a Root + Core upright could be turned into Dyson commercial upright (used in small business, not hotels). I think the DC07 and DC14 will disappear soon but a replacement is needed for the DC14 as that is quite a popular model in the UK! I don't think Dyson is done with launching vacs as such!! The marketing material is not as good for the new ball vacs, not as good as previous model launches. Where is the 360 degree model spin, which they don't use anymore! The info is very basic across all 4 new models and that don't push the core technoogy on the new canisters in the UK which is strange! The pamphlets are of high quality here and good information too. I have seen no new pamphlets of the 24/25. DIB DC18
This message was modified Apr 9, 2008 by DysonInventsBig
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