Hewlett-Packard India, the no. 1 brand in the Imaging and Printing domain, has presented its latest 'Go-to-Market' strategy for the SMB segment, with its new integrated marketing campaign. 'Demand More', conceptualized around its market leading LaserJet portfolio of printers and solutions.
Started in the second half of 2010, the 'Demand More' campaign is targeted towards SMB customers who are always looking for more in life. When it comes to their printing infrastructure these customers want higher productivity, efficiency and cost-savings. Requirements that can be best satisfied by HP's market leading LaserJet portfolio.
As one of the biggest campaigns initiated by HP India, Demand More is spread across multiple channels of communication – from TV to print, from social media to outdoor, from the web to on-ground activation and last three feet. At each customer touch-point the campaign highlights the leadership that the LaserJet brand demonstrates, and the superior value proposition it offers for businesses.
As part of the campaign, the company has released a unique TV commercial that highlights how HP LaserJet printers leave the most demanding SMBs speechless with its unique value proposition.
The new TVC, conceived by the creative team at BBDO India, profiles two businessmen who are perpetually unimpressed. Show them the Mona Lisa and they find her too fat. Even a magnificent, match-winning four by Sachin meets with disdain - it should have been a six! That's until they find themselves wandering into an HP showroom. The confident salesman impresses them with the fact that HP LaserJet is the World's No.1 and has the widest sales and service network in India. The businessmen don't seem to care "What about savings?" one asks. It is then the HP salesman leaves them positively speechless with the idea of a printer that not only saves but also "Pays you Back" – Kama Ke Bhi Deta Hai!
The claim HP LaserJet Pays You Back is derived from customer research that compared SMBs current printing infrastructure and the savings they could generate if they switched to an HP LaserJet AlI-In-One. Research shows that HP Mono LaserJet All-in-Ones pay for themselves in 2 months and after that pay back businesses through higher savings on energy, consumables, leasing, real estate and maintenance.
In addition to the TVC, HP has also been releasing attractive full page and 100 cc print advertisements across the country on the 'Demand More' theme. The print ads are a series of 3 creatives. The first print ad talked about how 2 out of 3 printer buying businesses have opted for an HP LaserJet printer in the last 10 years (based on market share figures from IDC). The second creative builds on the TVC messaging and talks about how HP LaserJet All-in-Ones can pay back in 2 months. The third creative shows how the HP LaserJet portfolio can meet any business need with the industry's widest portfolio of printers – from small desktop machines to large workgroup Multifunction devices.
A special micro site has been created for HP LaserJets featuring more information and exciting offers (www.hp.com/in/laserjet) by HP India.
In addition to traditional media the campaign is also extensively using online, social media and Search Engine Marketing, below the line events and activation drives and display at last three feet across India to drive home the messaging. HP has also experimented with innovative communication formats like Bus Wraps to create a buzz around the messaging. Among the more interesting activities conceptualised as part of this campaign are a bloggers contest and an LED hoarding where people can post their demands by sending an SMS or via the campaign microsite.
Commenting on the campaign, V. Krishnan, General Manager - Marketing, Imaging & Printing Group, Hewlett-Packard India said, "The launch of 'Demand More' integrated marketing campaign re-iterates our leadership in the LaserJet and Enterprise Segment and our focus on our business customers, as we continue to deliver value with meaningful innovations in our products that enrich the printing experience."
Elaborating on the messaging Shagun Lal, Marketing Manager, LaserJet and Enterprise Solutions, Imaging & Printing Group, Hewlett-Packard India said "This campaign captures the spirit of HP LaserJets that enable customers to expect more. Whether it is our market leadership of the last 25 years with the largest install base, unmatched legacy of innovation – case in point our new range that comes with industry firsts like Auto On-Auto Off and Smart Install, widest range of products and breadth of presence across sales and support – HP LaserJets truly deliver more."
The new campaign comes on the heels of HP's recent launch of a new LaserJet printer line featuring several industry-firsts technologies - HP Smart Install that enables easy plug and play installation with a USB cable without requiring any CD and Auto On/Auto Off technology that automatically adjusts the power settings and turns the printer off when there is no print activity; this helps save energy by using less than one watt of power consumption in Auto-Off mode.
Some of the new HP LaserJet printers are:
• HP LaserJet Pro M1213nF MFP which is HP's most affordable LaserJet MFP offering innovative features like PC fax with integrated network capabilities and ID Copy which enables customers to be more efficient with fewer devices while also saving on paper and toner costs.
• HP's smallest auto duplex laser printer is HP LaserJet Pro P1606DN through which an SMB can significantly reduce paper use by up to 50% with automatic two-sided printing.
• HP Color LaserJet Pro CP5225dn A3 Printer is the most affordable A3 color printer is specifically designed for business owners, managers, small work teams having unmanaged IT environments and more so for organizations who have a need of oversize printing.
The HP LaserJet 'Demand More' campaign is designed to encourage SMB customers to adopt HP's latest technology that can enable them to achieve higher efficiency and productivity with the best imaging and printing solutions offered by HP India.
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