Room To Grow
We were asked to launch a new multi-function laser printer that could scan, copy, fax and print – primarily aimed at small business owners.
Multi-function printers were already gaining popularity amongst SMEs, but this new range from Konica Minolta offered the power, speed and reliability of a laser printer engine rather than the ink-jet models which were previously available.
Our task was complicated by the indirect sales channel structure which Konica Minolta operated in the UK at the time which required us to generate enquiries for third party resellers rather than being able to sell devices direct to SMEs. We therefore needed to develop a way of tracking sales leads through to the reseller so that we could start to build a customer database for the first time.
Research showed us that saving space was the main advantage of an all-in-one device to SME owners, but we knew from previous experience that they are also motivated by anything which might give them a competitive advantage and help their businesses to grow.
Rather than concentrating on the technical functionality of the printers (as had been the norm in previous campaigns), we engaged the audience with a clear space-saving proposition, backed up by the advantages over ink-jet alternatives, namely speed and running costs.
The clear out-take was `a compact device around which you can grow your business’.
To reach our very large and diverse audience we developed digital display ads which were targeted through SME portals, the most successful being the expandable banners and leaderboards which drew prospects into a promotion to win a brand new Mini Cooper (which was also compact and brilliant!).
Press and magazine ads were also used, as well as regular emails and DM packs which were sent out to newly incorporated business directors posing the question “When you start a business what kit should you buy first”.
We also designed and built a supporting web site which added layers of persuasive argument to the proposition, and which allowed respondents to enter the prize draw to win the car – capturing their details, including their intentions to purchase, and ensuring that they understood why the new devices were worth considering.
All leads were then automatically passed to the appropriate reseller on the basis of geography and/or sector specialism.
Over 6,500 qualified prospects registered on the micro-site, leading to £1.2m sales conversions through the resellers, pushing Konica Minolta up to no.2 in the UK by market share.