HP Co-Marketing Program

For Preferred Partners

MIDDLE EAST

Training: UAE
15 February 07

Prepared by MSA: Impact Proximity

January 2007
Presentation Overview:

Part 1 – 10:45am to 11am

• About the MSA
• Why the Co-marketing Program?

Part 2 – 11am to 11:15pm

• MDF Activity Planning

Part 3 – 11:30am to 12.30pm

• Services & Activities offered
• Online Catalogue – getting started
• Online Catalogue – how to order activities

Part 4 – 12.30 to 1pm

1. Activity Implementation
• Funding approval
• Activity implementation
• Activity reporting
• Activity Invoicing
• Partner Contract with MSA

2. Program Launch
About the MSA
About the MSA

Impact Proximity is a part of the Proximity

Worldwide network of agencies.
About the MSA

Based in Dubai with a staff of over 50

professionals, Impact Proximity is an
agency that specializes in marketing
consultancy, planning and implementation.
About the MSA

Impact Proximity offers its clients a complete

range of relationship, interactive (online, web
& digital), and direct marketing services, plus
traditional marketing services such as print
and media management.
About the MSA

Impact Proximity is aligned to the Impact

BBDO network of agencies, a part of the
Omnicom group of companies.
About the MSA
Proximity runs the Co-marketing Program for HP
Preferred Partners in the following countries:

Greece
Ukraine
Turkey
Slovakia
Czech Republic
Poland Hungary

AND SOON…

Romania
Russia
South Africa plus….

10 countries in THE MIDDLE EAST

Impact Proximity Dubai:
Some of our valued clients
 Proximity Worldwide Services

Integrated Marketing
 Through-the-line planning and execution
 Brand guardianship
 Multi channel response management

Relationship Marketing/ Sales Promotion

CRM  Consumer Promotions
 Planning  Trade Promotions
 Data consultancy  Field Support
 Creative execution  Fulfilment and redemption
 Media strategy
 Results profiling

Digital Marketing
 e-marketing campaigns & e-CRM
 Website & micro site design
 Online media buying/planning
 Content management systems
 Mobile marketing
Why the Co-marketing
Program?
MSA

HP
Preferred Partners
Why the Co-marketing Program?

Easy to use

The Co-marketing Program offers you the chance to communicate the HP offers and
novelties by using complete solutions, easy to be personalized

Efficient

The communicational packs presented in our catalogue are hard selling oriented and
offer the possibility of results measurement

Professional

All processes and activities will be run for you by a specialized marketing services
agency. Our know how and experience in the direct marketing as well as in events and
media is placed at your disposal

Privacy

Our agency is bound to the strictest confidentiality rules, ensuring that sensitive
customer information rests with the Partners. Moreover the privacy will be regulated
through legal contracts
Why the Co-marketing Program?

So… there are several advantages for Preferred Partners:

Access to a complete range of HP marketing activities such as: direct mail

(print / electronic), print advertising, outdoor and online marketing + Design
services

Fast activities implementation

Low costs due to the careful pick of specific suppliers, the access to the HP
creative content and the HP funding

Opportunity for the Partner to focus on its business while outsourcing the
communicational activities to a specialized marketing agency
Why the Co-marketing Program?

BUT PERHAPS MOST IMPORTANTLY…

HP funds 80% of your marketing activity when

you order co-marketing activities through the
Co-marketing Program
MDF Activity Planning
MDF Activity Planning – MSA vs. Partner
Q1 & Q2 FY_07

Partner
Led
MSA
Led
MDF Activity Planning per Quarter

To make the MSA-Led MDF activity ordering & implementation process as

smooth as possible, MSA needs to know the following.

• Product to be ordered (if the activity is a media/ outdoor/ e-dm/ dm pack)

• Month/ Week (eg. April 1st week) that the activity requires to be implemented
• Any special considerations that MSA should be aware of

Having this information will help MSA plan better and implement your
planning activity without any delays

PLEASE REVIEW ACTIVITIES PLANNED FOR Q1/ Q2 WITH MSA AND YOUR
HP CHANNEL MARKETING REPRESENTATIVE
MDF Activity Planning per Quarter

Each quarter’s MDF allocation per PP is valid until the

end of the following quarter

For example:

•Q1 (Nov-Jan) MSA-led MDF allocation is valid until

end of Q2 (Feb-April)

•Q2 (Feb-April) MSA-led MDF allocation is valid until

end of Q3 (May-July)

•Etc etc…
Services & Activities
Offered
Services & Activities Offered: Q1/Q2 ‘07
ADVERTISING
1. Press Advertising
2. Online Banner Advertising
3. Outdoor Advertising

DIRECT MARKETING
1. Direct Mailing (includes Printing & Mailing)
2. Emailer Broadcasting

TRAININGS
1. HP Trainings Programs

DESIGN SERVICES
• Print Material Design Services
• Internet (.WWW) Services

DATA & MEDIA MANAGEMENT

• Database (Hygiene)
• Media Planning & Buying
Services & Activities Offered
Names of Services & Activities in the Co-marketing Catalogue:

• MEDIA BOX - Press Advertising

• DM PACK - Direct Mailing (Print)
• E-DM PACK - Emailer Direct
• TRAININGS PACK - HP Trainings
• E-BANNER PACK - Online Advertising
• OUTDOOR PACK - Outdoor Advertising
• DATA PACK - Database Hygiene
• DESIGN SERVICES - Print (Posters, Product
Catalogue) Design Services
• WWW SERVICES - Internet (Web) Design Services
Online Catalogue –
Getting Started
Logging In – First time step 1

1. Entering the Site

Step 1 - Select Your Country: In order to
enter country site, the Partner must
select his country from a drop down list
at the center of the entry page. He is
given the option to click on “Always
remember my country choice” in order to
skip this step on his next visit to the site.
Partner then clicks on “Continue to
Login” tab.
Logging In – First time step 2

Step 2 - Log-In: The following page asks the

Partner to enter Username and
Password, both of which have been sent
to him by email from local MSA. Again,
the Partner is given the option to click on
“Always Remember my username and
password” so that these appear
automatically in the allotted fields each
time he visits the site.
The country chosen will appear beneath
“Country Selected” on this page. If the
Partner accidentally chooses the wrong
country, he can click on the option to
“select another country”. This will
automatically return the Partner to the
previous page and require him to choose
the appropriate country. To enter site,
Partner clicks on “Login” tab.
Logging In – First time step 3

Step 3 – First time Log-in Page: As soon

as the Partner enters his login
information, and before he reaches
the Home Page, he is taken to the
First time Log-in Page. This page
includes all of the following Partner
data: Company Name, Address,
Target Group, Target Business,
Contact Person Title, Email, Phone
and Fax, and it requires that the
Partner enters his details.
Some fields will already be filled in,
but the Partner is required to
complete all required fields in order
to Continue to Log-in.
Online Catalogue –
How to Order Activities
Online Catalogue – How to order activities
The HP Co-marketing Catalogue URL is:
http://www.hppp-comrk.com/
[Unique Username & Passwords will be provided to all PPs shortly.]
Landing Page
Online Catalogue – How to order activities
• Step 1 : Log in to the Home Page
Online Catalogue – How to order activities
• Step 2 : Two ways to navigate – Campaigns OR Services
Online Catalogue – How to order activities
Information on Services offered
Online Catalogue – How to order activities
• Step 3 : Select the Services you want implemented
Global HP Campaign templates examples

Blades For Business Campaign ad

artwork template
Global HP Campaign templates examples

Preferred Partner Campaign ad

artwork template
Global HP Campaign templates examples

HP Smart Offers ad artwork

template
Online Catalogue – How to order activities
• Step 4 : Select the Services you want implemented
Customization Levels
12&3
Activity Customization Levels

CUSTOMIZATION LEVEL 1
ENGLISH

Campaign global press ad artwork template

downloaded by MSA

(1) adjusted to artwork format specs required

(2) add PP logo
(3) PP call to action
(4) PP local product pricing amended if required
Activity Customization Levels

CUSTOMIZATION LEVEL 2
ENGLISH OR ARABIC (provided by PP)

Campaign global press ad artwork template

downloaded by MSA

(1) adjusted to artwork format specs required

(2) add PP logo
(3) PP call to action
(4) PP local product pricing amended if required
(5) PP local offer details
+
(6) Typesetting ARABIC content provided by PP
Activity Customization Levels
CUSTOMIZATION LEVEL 3
ENGLISH OR ARABIC

Campaign global press ad artwork template

downloaded by MSA

(1) adjusted to artwork format specs required

(2) add PP logo
(3) PP call to action
(4) PP local product pricing amended if required
(5) PP local offer details
(6) Arabic translation of all final English content
(7)Typesetting of final new content
Online Catalogue – how to order activities
• Step 5 : Order Stage 2 – Review services ordered
Online Catalogue – How to order activities
• Step 6 : Review Cart – Complete your order
Online Catalogue – How to order activities
• Step 7: Review your submitted orders
Activity Costs
Activity Costs
CUSTOMIZATION
LEVEL 2 -- US$ 1,250
CUSTOMIZATION LEVEL
above Level 1 costs -
PACK NAME SUB-ACTIVITIES (PP can choose CUSTOMIZATION 3 -- US$ 1,750 above
No localized ENGLISH
[in Online ACTIVITY which sub-activity PP needs and order LEVEL 1 -- original Level 1 costs - OTHER
. content (OR Other
Catalogue] only that sub-activity) ENGLISH content LANGUAGE content
Language Content if
origination through MSA
provided directly by
PP)

Campaign global press ad

artwork template (1)
Campaign global press Campaign global press adjusted to format
ad artwork template (1) ad artwork template specifications required +
adjusted to format (1) adjusted to format (2) add PP logo + (3) PP
specifications required specifications required call to action + (4) PP
+ (2) add PP logo + (3) + (2) add PP logo + (3) product pricing to local
PP call to action + (4) PP call to action + (4) currency + (5) PP local
PP product pricing to PP product pricing to offer details + (6) Arabic
local currency if local currency + (5) PP translation of all final
required local offer details English content + (7)
Typesetting of new
content

PRESS
1 MEDIA BOX ADVERTISING Full Page Press Ad creation $450 $1,700 $2,200

Half Page Press Ad creation $350 $1,600 $2,100

$1,000 +17.65% over $1,000 +17.65% over $1,000 +17.65% over total
total cost of approved total cost of approved cost of approved Media
Media Planning & Buying Media Plan Media Plan Plan

PRINT DIRECT
2 DM PACK MAILING A4 Flyer creation (2 or 4 pages) $750 $2,000 $2,500

Personalized Letter creation A4

Envelope creation DL

Actual cost + 17.65% Actual cost + 17.65% Actual cost + 17.65%

Print Production agency commission agency commission agency commission
Activity Costs – cont’d

E-BANNER ONLINE
3 PACK ADVERTISING E-Banner creation (HTML) $1,250 $2,500 $3,000

$1,000 +17.65% over $1,000 +17.65% over

$1,000 +17.65% over total total cost of approved total cost of approved
Media Planning & Buying cost of approved Media Plan Media Plan Media Plan

4 E-DM PACK EMAILER Emailer creation (HTML) $1,250 $2,500 $3,000

Emailer Data Prep (Database

supplied by PP)

Emailer Broadcast

MSA fee structure:

MSA fee structure: 20%
over total training cost
submitted by HP certified
training agency (note: any
costs other than training
TRAINING HP Trainings offered to PPs in cost to be borne directly by
5 PACK HP TRAININGS 2007 PP)
20% over total training MSA fee structure: 20%
cost submitted by HP over total training cost
certified training submitted by HP
agency (note: any certified training agency
costs other than (note: any costs other
training cost to be than training cost to be
borne directly by PP) borne directly by PP)
Activity Costs – cont’d
OUTDOOR OUTDOOR
6 PACK ADVERTISING Billboard/ Outdoor artwork creation $1,100 $2,350 $2,850

$1,000 +17.65% over $1,000 +17.65% over $1,000 +17.65% over total
total cost of approved total cost of approved cost of approved Media
Media Planning & Buying Media Plan Media Plan Plan

B2B or CUSTOMER
8 DATA PACK DATABASE Data cleaning - 500 contacts $750 n/a n/a

$1,700 +17.65% over $1,700 +17.65% over $1,700 +17.65% over total
total cost of Database total cost of Database cost of Database
Data purchasing Purchase Purchase Purchase

WWW INTERNET Website (15 pg basic level, HTML

9 SERVICES SERVICES static site) creation $20,000 n/a n/a

Micro-site (HTML static site) creation $13,500 n/a n/a

Note: Indicative costs Promotional campaign (HTML static

only site) creation $12,500 n/a n/a

to be confirmed based E-Shopping site (HTML static site)

on PP creation $16,000 n/a n/a

requirements E-Newsletter (HTML) creation $11,000 n/a n/a

Website/ Microsite hosting $950 n/a n/a

DESIGN PRINT DESIGN In-store/ POS (Posters, Leaflets etc)

10 SERVICES SERVICES creation $6,700 n/a n/a

HP Co-branded Product Catalogue

creation $6,250 n/a n/a

Note: Indicative costs Actual cost + 17.65%

only Print Production agency commission n/a n/a

to be confirmed based
on PP

requirements
You’ve Ordered an Activity..
What happens now?
What happens after you order
Here are the steps that occur once a PP has ordered an activity.

CAMPAIGN ORDERED BY PARTNER

RECEIVED BY MSA – UNDER INSPECTION

APPROVED BY HP

PARTIALLY APPROVED BY HP

NOT APPROVED BY HP

PREPARATION FOR IMPLEMENTATION

ON-GOING CAMPAIGN

FULFILLED CAMPAIGN

FULFILLED CAMPAIGN – REPORTING PENDING

FULFILLED CAMPAIGN – REPORTING COMPLETED

Activity Implementation
Process
Activity Implementation Process
1 PP orders allocated activity
2 MSA notified of order
3 MSA reviews order 1 day
4 MSA sends order amount info to HP for funding approval
confirmation
5 HP approves 80% activity funding 1-2 days
6 MSA notifies PP of activity funding approval
7 PP sends MSA an LPO for 20% of total activity amount 1-2 days
8 PP sends MSA ‘assets’ for activity implementation - PP logo/ 1-2 days
contact details/ localized info/ customer database…
9 MSA prepares activity material for approval 5 days
10 MSA sends activity materials for approval to PP… Jpegs
11 PP approves activity material 1 days
12 MSA sends PP-approved activity material to HP/ HP brand
partners (AMD/ Microsoft) for approval
13 HP/ HP brand alliance partners approve activity material 1-2 day days
14 MSA executes the approved activity – outputs material
Activity Implementation Process

IMPORTANT POINTS TO NOTE:

• Before a PP’s 1st activity through the Co-marketing Program can be

implemented, the PP must sign a standard agreement contract with the MSA
[copy of contract will be circulated to PPs shortly]

• Please allow for a minimum of 2 working weeks after you order an activity for the
implementation process…

• The earlier a PP orders/ notifies MSA of required activity, the better

Activity Post-Implementation Process
Once an Activity is implemented & execution is completed, the following post
Implementation process will take place:

ACTIVITY POST-IMPLEMENTATION PROCESS

1. REPORTING

• MSA reports to HP & PP on the Activity once tracking details are confirmed

2. INVOICING

• MSA invoices PP for 20% cost of the implemented Activity

• PP pays invoice within payment terms mentioned in Partner-MSA contract

• MSA invoices HP with copy of PP invoice & other supporting documents

(proof of execution of activity) attached
Program Launch
The Co-marketing Program will be launched soon

We appreciate your co-operation and partnership to achieve the best

results for your business and for HP products

MSA will inform you through email as soon as the Program is LIVE for
Business / activities can be implemented

PPs will each receive unique usernames passwords to access the Co-
marketing Online Catalogue
Stay in touch please

 Email the HP Co-marketing team at Impact

Proximity at:

hpcomarketing@impactproximity.com

 Call the MSA at:

+ 971 4 3304010

ask for Zeina Shanaah or Zaheer Nooruddin or

Nick Whetham

9am – 6pm Sunday to Thursday

 www.hppp-comrk.com
WISHING YOUR BUSINESS ALL THE
SUCCESS IN 2007…

THANK YOU.