Moved to kevrichard.com
This is for anyone who still comes to this site. I’ve finally bitten the bullet and transfered everything to a hosted blog! You can find it here at www.kevrichard.com I’m looking to implement some great things and really flesh it out so check it out and feel free to leave a comment.
Lessons from Peter Molyneux on Customer Engagement
This is a bit of an old experience of mine but I was inspired by Brian Alkerton with his disccussion of cheezy gaming advertising . Someone I’ve really admired in the electronic gaming industry is Peter Molyneux current creative director at Microsoft Game Studios Europe. A saying from him that really has stuck around with me was’ Reach for the stars and come out with something special’ ( can’t find the exact wording….). But what was really important and that had a lot of impact for me was a game he developed a while ago ( 2000-2004) . Despite going through a name change ( Project Ego to Fable) and taking close to 4 years to make its been hard to find a product that ever made me so excited. He made an experience around this product’s development that was memorable and stuck with me.
So what did he do to make this product launch truly special:
Shared His Excitement About the Product: While he received some criticism for his openness with game journalists he spoke with great excitement about the game. He fully stood behind his product and weaved a strong story around it. Screen shots and game information were shared throughout the development process. Peter and his development firm weren’t afraid about sharing details even those that weren’t completely solidified. This excitement was contagious and kept fans wanting more.
Community engagement: During development and even after the game launched Lionhead Studios interacted with its community. Through a central forum they released trailers and other product teasers and discussed the process of the game. As a fan you really felt like part of the process. They weren’t afraid about being perceived as un-professional or whether they were going against industry norms they were more concerned about sharing with the community that came together around the game.

Fable Goes Gold!!
The above image to the uninformed person just looks like a regular DVD. But this was the final tested version of the game, the final files before its sent to production. Most gaming studios never shared such a moment, but considering the development time of the game Lionhead felt it was important to share such an milestone.The long wait was almost done!
So what can be learned from this other than I’m a giant geek…. well to me it shows the importance of sharing with your companies fans and that product development and even day to day operations can weave stories and create relationships with your customers. By just releasing a product or just providing a service with nothing else your company is forgettable and is just like every other but by becoming more open and creating an experience you can turn your service or product into something much more memorable.
Della: A Missed Opportunity
As reported by Engadget Dell has decided to dramatically change its recently posted Della Micro site after only 10 days of being online. Designed as a site to communicate with women offering them user tips and product suggestions Dell looked to create an environment that was welcoming and knowledgeable to the computing needs of this customer segment.
Interesting thinking but instead the project almost immediately blew up in their face. The initial content such as the tips and tricks can be found here and here but to give a brief discussion it spoke about things such as finding recipes on the net, counting calories and as we know every woman’s favorite color PINK (LIKE OMG!) . Instead of attracting women they were feeling put off and they were letting their voices heard online:
From their facebook page:
“Um, some of us ladies were checking out Dells new Della computer section and we think it is condescending of you to make a different one for women as though we are not as smart as men when it comes to computers??” - Wynter Gentry Nash
“….if it wasn’t for the tech tips section of the site, I wouldn’t be offended, but all it seems to imply is that women don’t care for anything but cooking and gossiping and looking fashionable with their computer.” Caily Jones as well as on the
On Della site itself:
“..This is a load of fluff that only serves to provide insight into how Dell perceives my demographic. Essentially, we women will buy anything if it comes in pink and fits in our purse.” User UmmmWhat
Overall Dell took a huge grilling from this audience they wanted to pursue and very smartly made some changes to the site such as updating the tips section and changing the Della name to ” Dell Lifestyle”. In my opinion the site is still a bit fashiony/ultra feminine but its passable.
Now the question is ,isn’t segmenting your market important in marketing?? Absolutely, and if Dell executed the site right it could have been successful but here are a few things that it seems they did wrong:
Stereotyping/Over Segmentation: My initial impression of the Della website was that it targeted women concerned about fashion and things that are ‘cute’ ( I’m thinking Paris hilton types) it didn’t delve into anything technical and rather focused on the smaller netbooks and that you can have colors on your laptops. Mistake: The majority of women haven’t been locked away and want more from a laptop than just email and facebook.They use it day to day at their work and they blog, make movies etc. They want to know which machine is going to suit the reasons they use their computer.

There are many women who know computers,advertising a pink computer isn't going to work anymore- Photo Via Flickr from TheSeafarer
Created a Man/Woman separation: looking again at the sites lack of any technical topics it didn’t acknowledge that there are women in the high tech industries. This was definitely an opportunity missed! There are many smart women out there who do tech ( I personally know a few ) but very often anything dealing with computers and things technical like that is seen as an area for men. Highlighting the successes of women in computers could have not only welcomed women into buying a dell but it could also left viewers of the site with a feeling of empowerment and wanting to go out and do the same. This also could have been a great opportunity to expand into mentioning Dell’s other business of computer accessories and products.
I think it was very smart of Dell to have listened to the negative feedback and react as soon as they did, it will definitely cut any negative coverage or drop in sales they would have suffered if it were online any longer. Unfortunately I think they lost out on a great opportunity , and had they been more careful with the execution they could have had a site for audiences to talk about . A website that embraced the needs of women in computing and helped women be successful with laptops and computers. In the end of it all when it comes down to segmentation I think it comes down to doing the research but also importantly when you’re online acknowledging all of the audiences that will be viewing your website and not making anyone feel inferior.
Have any questions/comments? Contact me at kevin.richard@ryerson.ca or send me a twitter message .







