“HP LaserJet Pays You Back” Global Marketing Campaign
The “HP LaserJet Pays You Back” marketing campaign is a global effort by HP to
differentiate an HP LaserJet from any other printer on the planet. The campaign
illustrates the surprising returns available from an HP Color LaserJet Multifunction
Printer (MFP). Over time, the printer pays for itself through money saved – up to
$2,500 in less than one year – and then continues to pay customers back through
energy, paper and toner usage.
(1)
To engage small and midsize businesses (SMBs) and IT decision makers while
broadening awareness of the HP LaserJet as a business investment, the campaign
includes a powerful mix of customer touch points across print, online and point-ofpurchase.
Through social media, digital influencers and strategic partnerships, HP is engaging
customers around the world in pertinent conversations to think about an HP LaserJet
as an investment for their businesses that delivers both near- and long-term return-oninvestment (ROI).
In May, HP began rolling out campaign elements including a microsite and savings
calculator. Ads also began hitting last month in the United States in publications
that target SMB and IT decision makers such as Baseline, CIO, Computerworld and
Network World, with various social media channels to appear in July.
The campaign will be available in 11 countries: Austria, Brazil, Canada, China,
France, Germany, India, the Netherlands, Spain, the United Kingdom and the
United States.
Campaign components
New creative assets: Print and online ads highlight the value of HP LaserJet printers
by asking customers, “When was the last time you bought something for your
business that actually paid for itself?” Created with an innovative 3-D-like design,
this is the first time the look and feel of the “Hit Print” campaign has been applied
to the HP LaserJet ad campaigns.
Strategic social media engagement: Starting next month, HP is teaming with nextgeneration media and publishing company Federated Media to ignite a viral 2/2
conversation about what a good return on investment (ROI) is and how to find one.
Through leading blogs such as Boing Boing, The Business Insider, Hardware
Secrets, Mashable and ReadWriteWeb, HP will be driving IT decision makers and
SMBs to expand how they think about ROI by offering inspiring stories and inviting
them to share their own personal experiences about finding ROI in surprising
places. These HP-branded conversations will then be amplified across IDG sites
such as CIO.com, ComputerWorld.com, InfoWorld.com, ITWorld.com,
NetworkWorld.com and PCWorld.com to reach an IT audience as well as
followers’ Twitter and Facebook posts. These stories will feed into HP’s banner ads,
driving vibrant, real-time content.
The “HP LaserJet Pays You Back” microsite: The site features the HP LaserJet savings
calculator, peer reviews, detailed product information and special offers. With the
new, quick-and-easy savings calculator, customers can select an HP LaserJet model
and generate a report showing how long it will take for the printer to pay the
customer back in money saved and offset the original hardware investment. The
microsite is available at www.hp.com/go/paysback.
Retail and Channel Partner Activation: HP also is equipping its channel and retail
partners – including MicroCenter, Office Depot, Quill and Staples – with branded
marketing collateral such as direct mailers, banners and an in-store destination with
access to the savings calculator to help them show customers the benefits of
purchasing an HP LaserJet MFP.
More information is available at www.hp.com/go/hplaserjetsavings.
(1) Savings based on printing 50 copies of a brochure (double-sided and on special glossy
media) 12 times per month on the HP Color LaserJet CM3530 MFP compared to average
retail copy shop pricing. Additional savings from Instant-on Technology, two-sided printing
and HP Smart Web Printing. Actual results may vary. Source of copy shop pricing data:
Infotrends Cost of Print Studies, March 2009. Go to www.hp.com/go/printcosts for more
details
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