HP launches Upsell/Upgrade programme to promote new range of printers
Posted: 22 September 2004
Two pronged promotion to address partners and customers alike, with special emphasis on increasing ROI
HP has launched a two-in-one marketing programme across the region to promote the usage of their new printer portfolio and to maximise cost effectiveness for users.
"This new programme is highly educational while simultaneously being loyalty based," said Rania Hannoush, Partner Planning & Reward Manager, HP Middle East. "While our channel partners are being encouraged to upsell to customers, our customers themselves - mostly Small and Medium Businesses (SMBs) - are encouraged to upgrade their printers. The simple reason is that they may wind up saving more than they spend."
Most SMBs do not realise that using an outdated printer may be costing them much more than they have planned or expected, Hannoush explained.
"While slow print speeds and frequent breakdowns decrease productivity, outdated printers offer lower print quality and resolution and can connect only small workgroups. Add to this the cost of supplies and maintenance, and it is surely wiser for them to invest in newer models. The new range of HP colour and black and white LaserJet printers are designed to help them save more than they spend and give a much better Return On Investment (ROI)," she stated.
She also outlined the logistics of the programme for HP channel partners. "By buying one colour and one mono printer from a select range of options, and placing them with customers for evaluations, they stand to win back a whopping 50 per cent of the total cost of their investment. Once the evaluation forms are returned to us, we will pay them the difference between the base models and the models they have chosen."
The programme will be supported by advertisements in regional websites including AmeInfo.com, Jazeera.net, Maktoob.com and MSN Arabia.com as well as in leading regional newspapers. There will also be a dedicated website (www.hpupsell.com) to the programme incorporating a special reference for each partner.
Posted by Editor Pipeline Magazine
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