Losing Suction

James Dyson and the folks at the Dyson Company, makers of fine vacuum sweepers, have executed a fine marketing campaign. Thanks to them, we are now concerned that our vacuum sweepers are losing suction. They have created--and defined--a new concern. And they have capitalized upon that concern by offering a product that overcomes it.

The Dyson sweeper contains some 19 cyclones that generate ridiculously high air speeds ... something like 49,000 cubic feet per minute.

What the heck is a cyclone? I don't know, and I don't care. All I know is that the Dyson sweeper with its 49,000 cfm could probably suck up a hamster without missing a beat. It is power. The product is presented as powerful. And it never loses its suction power.

I also love the fact that James Dyson puts his name, or face & voice, on every ad. It is, in effect, a personal guarantee. Reminds me of the old Victor Kiam campaign for the Remington electric razor.

The Dyson campaign is a great one. Each ad consistently presents the unique selling proposition: the Dyson sweeper never loses its suction power--unlike other, "inferior" competing products. The overall campaign is consistent and well done. The product, itself, is unique in design, both in its aesthetics and engineering. Plus, the company has a fantastically visual and content-rich Web site that fits the overall campaign and company culture.

Kudos to the marketing geniuses at Dyson. Their marketing certainly does not suck; but their product certainly does!

(Stay tuned for more on this campaign.)