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WITH THE
HP COLOUR
CAMPAIGN PLAYBOOK
COLOUR
our guide has been designed to help you take full advantage of the business opportunities offered by the new hp Colour Campaigns.
It identifies the objectives of each campaign in the context of the current colour printing market, explains the structure and messaging, and details exactly how you can use them to help drive your customers journey to purchase. Armed with this guide, you will be fully empowered to conduct your own successful demand generation campaigns, drive increased sales volumes, and ultimately ensure continued growth in your business.
CONTENTS
1. 2. 3. 4. 5. 6.
Why Colour? Why HP? Why now? Products Section a. Colour printing decision tree b. HP Colour Printer Cheat Sheets Colour Sales and Marketing Section a. Sales Strategy i. Opening the Conversation ii. HP Print Management Solutions iii. HP Contractual Solutions Portfolio iv. Objection Handling b. Marketing Strategy i. Introduction to new Marketing Campaigns ii. Target Audience iii. Recommended Contact Process iv. Stand out with HP Colour Marketing campaign imagery and templates v. Colour costs less Marketing campaign imagery and templates c. Customer testimonials Key Contacts and Resources
WHY COLOUR?
as you are well aware, Colour is beComing more & more the Chosen option in printing. in a reCent survey:
45% THOUgHT COLOUR WAS vERy IMPORTANT OR CRITICAL 90% SAId THEy PLAN TO PURCHASE COLOUR PRINTERS/ COPIERS
2
THE REASONS ARE NOT HARd TO fINd COLOUR ATTRACTS ATTENTION. COLOUR AddS IMPACT TO INfORMATION. COLOUR IS INCREASINgLy AffORdAbLE.
In short, colour is cool. Customers are considering it for an ever growing range of their printed material, internal as well as external, from presentations or invoices to marketing collateral. Highlight colours are especially popular for bringing to life documents such as spreadsheets, emails and flyers. And the more common colour becomes, the more pressure there is on companies to keep up with their peers by using it. As a result the colour market, once a specialised sector, is growing in terms of units purchased and in some segments in revenue terms as well. Which gives you an outstanding opportunity to leverage the colour market leadership of HP.
1 CAPv Organizations are Ready to Tackle document Output Costs in the Office, december 2004 2 RS Consulting, IPg color Positioning Research, April 2005
WHy
HP?
WHy HAS HP ACHIEvEd SUCH A dOMINANT POSITION? THERE ARE SEvERAL KEy REASONS: 25 yEARS Of HP LASERJET ExPERIENCE The introduction of the HP LaserJet printer in 1984 launched a technological revolution toward printing, resulting in more choices for business including colour laser printing and multi-function printing. HP LaserJet has become the gold standard of printing a recognised worldwide leader for reliability, superior output quality, ease of use, and top performance. QUALITy Quite simply, HP printers produce impressive colour documents. Alongside a crisp, clear appearance, they offer fast, uncompromising performance that is optimised for all documents from email to marketing collateral. RELIAbILITy Customers can, and do, count on HP for reliable products and support. Their confidence in doing so is supported by HPs numerous industry awards, and confirmed by our overall No.1 position in customer satisfaction surveys. EASE Of USE HP understands that its customers do not appreciate complexity for its own sake. Therefore, in designing its colour printers, it takes exceptional care to ensure they are easy to use and manage. It also makes managing colour costs easier by providing easy-to-operate tools.
PORTfOLIO HP offers the widest and most diverse range of colour printers on the market. So whatever the customers requirement, there is always one that fits the bill. furthermore, a comprehensive range of supplies, service and support options, is available. COST Of COLOUR The cost of colour can be a real barrier to its adoption 69% of companies believe colour devices are expensive. but with HP, value is always a top priority. both acquisition and cost-per-page costs are kept as low as possible, a policy that opens up whole new segments of the potential market to colour. ENvIRONMENTAL RESPONSIbILITy HP is good for business and good for the planet. All its printing products are designed to avoid excess printing, and to minimise raw material and energy use. And HP is also the industry leader in recycling. So choosing HP colour printing technology can significantly reduce a companys carbon footprint. fINANCIAL SECURITy Ultimately, HP is a financially sound and stable business partner, who can be relied upon to deliver against its obligations, even under difficult economic circumstances and for years to come. This way any investments today are a safe bet into the future and the infrastructure can be adapted as technology evolves. In communicating the benefits of HP to your customers you can therefore put forward a whole range of powerful arguments. And with the new HP colour campaigns, youll be able to drive those arguments home more effectively than ever.
In the current economic climate, getting the best possible value for money is all-important. Companies have to be able to justify every expense, and need to be sure of enjoying a satisfactory return on every investment. At the same time, changing working practices are contributing to a sustained growth in the number of small businesses. In fact, small/medium sized businesses (SMbs) employ most of the workforce in the non-financial business economy and provide employment to nearly as many 3 people as large enterprises .
NOW?
WHy
gIvEN THESE TWO fACTORS, ALL PRINTEd MATERIAL CURRENTLy NEEdS TO:
3 EU-27, 2005
COLOUR
Key Star Products help to define the HP brand. They are new, often ground-breaking products and they help to shape the way people think about HP. In other words, they create a halo effect: the buzz generated by these particular products benefits the entire HP imaging and printing portfolio.
The Colour Printing decision Tree below shows the questions that can be used to guide a customer into making the right decision for his or her particular business. but why have we recommended specific models? This is because they are all either Key Star Products or best Sellers.
These Key Star Products therefore play a pivotal role in every HP purchase decision made by a customer. best Sellers, as their name implies, are those products that are sold in high volumes, driving profitable growth and market share for us all.
DO YOU WANT THE LOWEST PURCHASE AND ONGOING PRINTING COSTS OR THE BEST OVERALL PERFORMANCE OF HP LASERJET?
LOWEST COST
HP LASERJET PERFORMANCE
NO
YES
NO
YES
NO
YES
OFFICEJET PRINTER
OFFICEJET AIO
CM2320
HP COLOR LASERJET MULTIfUNCTION PRINTER
TARgET AUdIENCE
An ideal choice for small workteams of 3-5 users in any sized business who need an affordable, reliable, easy-to-use multifunction device to produce a wide range of high quality business documents. get fast print/copy speeds of up to 20 ppm Incredibly easy to install, use, share and maintain An intuitive control panel with 2.4/6 cm colour graphics display Use Next generation HP ColorSphere toner for a broad range of vibrant colours, high gloss, sharp text, and realistic
Buyers Laboratory (BLI) Pick Autumn 2008 Outstanding midsize workgroup colour printer
COMPETITIvE LANdSCAPE
PRINT fASTER WITH HP COLOR LASERJET CM2320N MfP PRINTER QualityLogic Inc., an independent test firm, recently performed tests to compare the print throughput performance of the HP Color LaserJet CM2320n MfP (with Instant-on Technology) with a selection of competitive products from various manufacturers. The testing demonstrated that the HP Color LaserJet CM2320n MfP printed documents typical of a small/medium business environment faster from power save. Enabled by Instant-on Technology, the HP Color LaserJet CM2320n MfP delivered all of the pages in the print jobs sooner than the other MfPs tested, resulting in faster throughput for the entire job. Under these test conditions, the HP Color LaserJet CM2320n MfP outperformed the competitors.
The HP Color LaserJet CM2320n MfP printed the five-page test documents faster than the competitors (a shorter bar is faster). This data represents the average print time of all five-page documents printed from five test applications.
HP Colour LaserJet CM232n MFP Dell 2135cn Brother MFC 9440CN Samsung CLX 6200FX
0 10 20 30 40 50 60 70 80
Test results provided by QualityLogic. Tests were conducted under laboratory conditions and end-users results may vary. Research was commissioned by HP.
1 Available with CM2320nf and fxi MfP, attached to a network with persistent internet and email account access and no authentication requirements (additional requirements may apply).
COLOUR
4 Majority of colour laser printers < 300/AiOs < 600, June 2008, OJ Pro with highest capacity cartridges. Energy use based on HP testing using the ENERgy STAR programmes TEC test method criteria. for details http://www.hp.com/eur/mybusiness.
1 2008 independent study, performed by QualityLogic Inc. and commissioned by HP, compared Original HP LaserJet print cartridges with seven brands of remanufactured toner cartridges sold in Europe. Cost calculation based on the average results of the 2008 QualityLogic Monochrome Toner Reliability Comparison Study. Calculation includes cartridge replacement expenses, reprints and estimated labour costs.
for instance, the real estate sector is already making widespread use of colour to promote their activities; other sectors including private education, small finance, consultancy and recruitment also expect colour growth.
Again this will be driven by promotional activities, as well as the use of colour in teaching materials (education) and core deliverables (consultants and small finance). Consultancies are particularly IT literate organisations, generating large quantities of client facing printed material, both colour and mono. Real opportunities exist to maximise the role of colour in this process as well as cross sell in house printing solutions. by bringing in-house some of the print jobs that would previously have sent to a print shop, users can reduce costs, present a more professional image and eliminate the expense of carrying obsolete marketing materials. HP offers a whole range of web-based tools and resources including business identity kits, StockLayouts, image library, print preview software and a series of How-to guides and tools. Customers can also get logo, stationery, brochure design and more at a fraction of market cost with Logoworks by HP.
developing campaigns that target the right decision makers within the right industries will enable you to deliver a relevant message, drive a faster sales process and ultimately deliver a stronger ROI.
The MSA teams will be happy to offer you whatever support you require in the development and delivery of your direct marketing campaigns. you will find their contact details in the Key Contacts and Resources listing at the back of this guide.
CAMPAIgN 1
out
WITH HP COLOUR
Stand
alert the miCro end of the market to the real impaCt of Colour with this graphiC and distinCtive Campaign.
All of the following marketing assets will be available to you through Comoda, the HP Imaging and Printing Channel Partner Portal and a marketing asset kit coming to you shortly. Please work with your local Marketing Service Agency (MSA) to deliver these marketing campaigns to your prospects and customer base.
edm:
format: - Email; click here for download
dm:
format: - Open Indesign files - Pdf Sizes: - A5 folder, 4pp, self mailer; click here for download - Letter; click here for download - Envelope; click here for download
a3 poster
format: - Open Indesign files
a5 flyer
format: - Open Indesign files - Pdf
Catalogue ad template
format: - Open Indesign files - Pdf Sizes: - A4; click here for download - A5; click here for download - A6; click here for download
hp standout statiC
CAMPAIgN 2
COLOUR
COSTS
LE S S
drive home a message every Customer and prospeCt will welCome that, with hp, Colour Just isnt as expensive as they think.
All of the following marketing assets will be available to you through Comoda, the HP Imaging and Printing Channel Partner Portal and a marketing asset kit coming to you shortly. Please work with your local MSA to deliver these marketing campaigns to your prospects and customer base.
dm: edm:
format: - Email; click here for download format: - Open Indesign files - Pdf Sizes: - A5 folder, 4pp, self mailer; click here for download
a5 flyer
format: - Open Indesign files - Pdf Sizes: - A5 folder, 4pp, self mailer; click here for download
a3 poster
format: - Open Indesign files - Pdf
Catalogue ad template
format: - Open Indesign files - Pdf Sizes: - A4; click here for download - A5; click here for download - A6; click here for download
hp standout statiC
Using [the HP colour printers] to produce our own sales and marketing materials was an excellent decision. HP In-House Marketing gives us the flexibility and speed to meet changing demands and is very cost-effective when compared to external print. As soon as we started to use the 9500mfp we realised it did all these amazing things. It can print double sided on A3, staple and collate, saving us a lot of time and money. We think it is a fantastic machine.
Mei Ling Perryman, Marketing Executive, Eden Brown
Our HP printer and Vipamedias Portfolio software have played a major part in transforming our business. Our rapid response to enquiries and ability to produce high-class collateral specifically tailored to each customer, has enhanced the companys reputation and given us the edge over the competition.
Martin Thorburn, managing director, Barkham Office Furniture Castle Combe Racing School operates in the highly competitive arena of corporate entertainment, and relies heavily on generating strong, flexible marketing collateral. by choosing an HP In-House Marketing solution it has acquired the ability to produce, from its own resources, material that is both cost effective and can be tailored to specific requirements at very short notice.
TIME ANd COST SAvINgS german plumbing company Kettner & Hildenbrand wanted to reduce commercial print costs and print its spiralling volume of marketing and information materials more efficiently. It chose to bring its marketing print in-house with an HP Color LaserJet 5550. The result is greater efficiency, quicker turnarounds, better customer service and substantial cost savings.
A memorable day relies on the creativity of our staff and with HP In-House Marketing, if we can think of it, we can do it.
Rodney Gooch, general manager, Castle Combe Racing School
Spending 3,500 on a workgroup product has certainly paid off if we were to ask external print service providers to do what we are now doing in-house, then it would cost us 10,000 a year. Effectively, the LaserJet has paid for itself within 12 months.
Henning Meier, owner, Kettner & Hildenbrand
QUALITy, RELIAbILITy ANd CONSISTENCy Of HP PROdUCTS vS. COMPETITION vsZP, the largest general health insurer in Slovakia, wanted to find the most efficient and cost effective way to source the 7,000 ink and toner cartridges required annually for its multifunction and desktop HP printers. Having conducted exhaustive tests on non-HP cartridges, vsZP came to the conclusion that only HPs own branded cartridges achieved the consistently high quality of printing and more efficient workflow required to conduct its business.
Latvian bank Latvijas Krjbanka wanted a trackable and cost-effective print solution that would deliver the security and quality required by the banking industry. Having considered a range of other providers, the bank identified HP as offering the solution with the best price/performance ratio.
This project has brought substantial savings. The use of features like scan-to-email has reduced the amount of paper we use, and equipment servicing costs have also fallen.
Vitalis Sorokins, head of IT, Latvijas Krjbanka
Tests showed that it would be a mistake to move to non-HP print cartridgesHP Original Supplies are the clear choice for our business.
Pavel Hajdin, head of IT, VsZP When brunel University in the UK needed a reliable and efficient print and copy environment for its students, it chose HP Web Jetadmin. The result is a clear improvement on the previous arrangement.
HP AS A ONE STOP SHOP broekhuis Juweliers, a growing dutch jewellery business, needed an economical all-in-one printer to produce a wide variety of administrative and promotional literature, and to scan images for the company website. Installing an HP Officejet Pro L7680 All-in-One printer has met the requirement perfectly, in terms of both quality and economy.
Even though print volumes have increased, I am buying far less paper and the print environment is less expensive to run. I am pleased we worked with HP.
Jamet al-Karaghouli, Senior Retail Officer, Brunel University HP ANd THE ENvIRONMENT Leading UK financial services group friends Provident wanted to improve the efficiency of its printing environment while also fulfilling the aims of its strict environmental policy. After analysing the performance of both remanufactured toner cartridges and HP Original Supplies, friends Provident saw that only the HP Original option could match the ambitious environmental standard required.
I wouldnt hesitate in recommending this HP Officejet Pro to other businesses. It has been completely trouble-free in operation, fast, functional, and overall it has a solid, professional, quality feel about it.
Remco Broekhuis, director, Broekhuis Juweliers Kender Thijssen Solutions, one of the Netherlands leading ICT suppliers, wanted a standardised, cost effective print environment that would enable a better fit with its business processes. In a three-year HP Smart Pagedeal contract, it found the complete answer.
Our move to using only HP Original Supplies is an important step in our supplies programme which aims to reinforce our corporate commitment to the environment.
Dawn Dew, contracts manager, Friends Provident
Weare already experiencing the advantages of increased support for our business processes and reduced print-management complexity; we can now focus on our core business, not on managing printers and copiers.
Bart Mulder, Manager of business information, Kender Thijssen.
PORTfOLIO PROdUCT RANgE Jordans Cairo Amman bank wanted a workgroupprinting environment across its branch and office network to boost security, manageability and efficiency while also lowering total cost of ownership. by selecting a complete print, copy, fax and scan-to-email solution from HP and Jordan data Systems, it was able to meet all it objectives and lower TCO by a predicted 20-30%.
The bank now benefits from better security, lower maintenance and increased efficiency. But most importantly, HP multifunctional products will cut costs and enhance our customer service.
Omar Yacoub, head of IT, Cairo Amman Bank
KEy