Marie Adams | Communications Strategist
Situation
Dirt Devil has gained 98% product awareness across the world as the go to vacuum brand. Dyson, however, is the new bully in the industry. They’re trumping everyone on innovation and own 27% market share. Consumers are aspiring to own one and brands are trying to keep up. Dirt Devil is constantly talking about their own product innovation, but in the mind of consumers, innovation is already owned by someone else.
Challenge
Find new territory for Dirt Devil to own since the space of innovation is already being occupied.
Opportunity
There are different vacuums for different lifestages. People currently living in their dream home, well into their careers, and have family running around, are more likely to have a top of the line vacuum and perhaps a couple back ups. The more established people are, the more they're willing to spend on quality vacuums. With Dyson owning innovation, Electrolux owning relaxation, Bissel and Hoover owning pets and family, there's currently no one taking advantage of being the vacuum for people in the starter lifestage.
Target Audience
There is a wide range of age when it comes to people in the starter lifestage. Many are in college, starting their careers, or starting a family. They are currently working towards living their dream. The dream home of theirs is still waiting while they occupy a dorm room or rented house with annoying roommates. When it comes to where they will live a year from now, they have no idea. Staying active prevents them from spending too much time at their place. They go home to eat, sleep, shower, change their clothes and then back out to their social lives they go.
Cleaning is not on their priority list. Having fun and working towards a better life is all they really care about. They live for the stories that they'll one day tell to their children and those stories don't happen when you're busy worrying over every little mess.
Some of their best memories involve HUGE messes!
"My roommate in college had a pet pig. The morning after a huge party, I began cleaning up dishes. I picked up a bowl and found a nice surprise from the pig. Yup, that's right, pig poop...in our BOWL."
"I got home to my frat house one day to find that one of my brothers had flooded our kitchen. He got so drunk that he managed to put the wrong soap in the dishwasher. There was water and soap suds everywhere. It took me hours to sweep it all out the back door. I also tried to vacuum some of it, which didn't work too well."
Insight
Messes are proof that they’re living.
Strategy
Tempt them to live.
