Dell's Small and Medium Business division announced the expansion of its Take Your Own Path program beyond featuring real customer "heroes" in advertisements to building online and offline resources that offer advice, technology solutions and strategies for using technology more effectively to address business challenges.
In collaboration with Intel, the TYOP program introduces nine founders and amplifies the stories of existing leaders who embrace technology, view it as a competitive advantage and serve as role models to others, bringing the total number to 50 companies in nine countries.
In addition to the campaign, Dell is continuing to make investments in building direct relationships with businesses on and off Dell.com. In June, Dell hosted the inaugural Dell Women's Entrepreneur Network, an extension of the TYOP campaign, at the World Expo in Shanghai. Specifically focused on promoting women-owned businesses, the event brought together 75 female founders, CEOs and leaders to share best practices on running high-growth companies and how to make it to the next level.
Discussions tackled business challenges from talent management, launching against the odds and scaling for growth to critical issues for boards and social media. Customers can experience highlights of the event through the LinkedIn group, Flickr and YouTube, the company noted. One such example is Sanjana Rathnam, designer and CEO of No-Ordinary Bride, a bridal gown house. "Being part of Take Your Own Path enables me to share our story and inspires us to implement new technology strategies like in-store videoconferencing that allows the bride to share the dress buying experience with her mother or best friend not there in person-which also helps us close the sale," she said.
For businesses looking to share their own best practices, stories and technology ideas, Dell recently expanded its user-friendly Business Trailblazers site outside the United States to Canada, China, France, Germany, Japan and the United Kingdom. The community is dedicated to companies seeking to gain and share practical technology advice and establish business credibility.
Complementing these efforts, Dell, Intel and LinkedIn have also built a custom business group, the Business Solutions Exchange, which offers business owners video, white papers, case studies, podcasts and news focused on technology solutions including data storage, virtualization, systems management, mobility, security and cloud computing.
"More and more, I hear from business owners that they need end-to-end technology solutions that drive growth, cut costs and improve customer service," said Paul-Henri Ferrand, Dell's chief marketing officer for consumer, small and medium business. "With the expansion of Take Your Own Path, we provide greater access to straightforward IT advice and bring businesses together to share best practices on growing a successful company."