6 | dMNEWS | July 12, 2010 | www.dmnews.com
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HP launches ‘pay back’ NAILEDIT
By dianna dilworth
:HP launched an integrated marketing Mike Mulligan, general manager of
campaign June 24 to promote its HP Color Safeway Direct Insurance explains
LaserJet Multifunction line of printers. The how his company used direct mail
global “HP LaserJet Pays You Back” push
includes direct mail, e-mail, print ads, banner
tactics to engage the Hispanic
ads, social media, events and a microsite. community for the first time in the
Agency Goodby, Silverstein & Partners company’s history.
created the campaign, which targets small-
to-medium-sized businesses. Q What were the campaign goals? Q How did you leverage direct mail to
HP’s campaign messaging emphasizes achieve the campaign’s goals?
possible cost-savings for businesses that use A First, to increase our brand awareness
the printer line. The company’s goal is to because Safeway had never been sold A Every one of our pieces that goes out
engage small and midsize businesses and direct to the customers. We needed to offers a premium on a call for a quote. This
IT decision makers with the effort, and to provide instant recognition and credibil- can range from a 20-minute phone card to
raise awareness of the HP Color LaserJet ity to the Hispanic community. We part- Mexican national soccer team jerseys.
Multifunction line. nered with Chicago Fire soccer club and
“We wanted to reinforce the message to launched a sponsorship deal with their Q What were some challenges?
customers that using HP laser kit devices star player, Cuauhtémoc Blanco. Our sec-
is a lot more than just having a printer ond goal was to establish a solid base of A We realized many of our consumers
available to print internal documentation,” HP is emphasizing cost savings in the effort Hispanic customers who would provide who are first-generation Hispanics have
said Ken Fleming, director of laser jet and for referrals and retention. Our third goal no credit cards and no checking accounts;
enterprise solutions marketing at HP. “It the rich media banners. The company took was to double our sales volume in year in order for them to complete the sale, we
really is an asset to provide a return on the look and feel of its earlier “Hit Print” two. Our final goal is to achieve a closing needed to find a way to close the transac-
investment.” campaign and applied it to this effort. rate of 30%, which we have met. tions with cash. We partnered with Western
HP and retailers Micro Center, Office The microsite features an “HP LaserJet Union, which allowed our customers to
Depot, Quill and Staples are sending con- savings calculator,” which consumers can Q Safeway, in conjunction with market- go to any Western Union facility to make
sumers direct mail pieces promoting HP’s use to figure out how long it will take for ing consultancy Fuse Msc, turned to Vertis a payment and we would pay the service
“It Pays You Back” program, in which buy- the printer to pay the customer back in Communications for additional help in fee on their behalf. We also opened up a
ers of a new HP printer can send in their money saved. The site also includes user reaching the Hispanic demographic. How satellite office within the Hispanic com-
old model for a rebate. The retailers are also reviews, special offers and detailed prod- did Vertis help? munity to allow cash payments.
displaying banner ads and in-store creative uct information.
as part of the campaign. HP launched the campaign with an event A They provided consumer information, Q What are the results?
The online and print ads feature the in New York. Entrepreneurs and reality show which we thought was very on-target to
tagline, “When was the last time you stars Ivanka Trump and Bill Rancic hosted the our customers and what we were looking A This is a three-year plan. For the first six
bought something for your business that public HP “Pay Back” showcase, where com- to do. As they’ve indicated [in their find- months, we did one h