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Drupa campaign Roger Christiansen June 6th03/01/2013 Version: [###] Classification: Internal Owner: [Insert name] 1
Campaign objectivesTarget GoalExisting customers • Lead generation • Increase awareness of Ricoh’s full range of products and solutions • Promote Business Driver ProgrammeProspects •Create awareness of Ricoh •Create database of prospects •Lead generationExisting customers/ • Demonstrate business value of Ricoh’s strategicprospects partnership (Heidelberg, InfoPrint).
drupa campaign overviewFebruary March / April April MayPrint and beyond Business Sustainability Print and Transformation Beyond reprise Integrated Digital and Campaign Social Media Direct Mail 200,000+ direct across Europe Personalised URLs PR
Marketing Toolkit Toolkit of Marketing assets Allowed each Country to select the most appropriate tools
Ricoh and DirectSmile DirectSmile was the platform for the campaign. Providing: – Microsite with Multi-lingual support – PURLs (Personalised URLs) – Outbound email – Mobile support for ATP Offer – Europe / WordWide Marketing Database – Lead Management / interface with lead Capture – Custom programming: • Seminar Programme • Meeting Management
Ricoh drupa campaignFacts and stats• Run in 19 countries across Europe and also Worldwide in 6 languages• 4 month campaign• Introduced new Worldwide Production Print Messaging with 4 themes: – Print and Beyond – Business Transformation – Sustainability – Open Your Mind to the future of Print and Beyond• Introduced new Ricoh Global Messaging Imagine.Change• Integrated – Print: Direct Mail, Print Ads – Digital: Microsite, Email – Mobile – Social Media: Twitter, facebook , Youtube and Blog – PR• Integrated mobile lead capture system: 54 IPADs throughout the Ricoh stand
Cross Media• High Impact Printed Direct Mail with PURLs• Mobile (QR Codes) – ATP offer
Lead capture• Mobile (first for Ricoh!) – drupa 2008: paper-based – Ipex 2010: online• IPAD-based• drupa badge scanner linked to drupa database and Ricoh’s own European Database, built on DirectSmile• Multi-functional: stand overview and backup collateral
Results• Objectives 1. Pre-registrations for drupa: exceeded our targets by 5% 2. Leads captured at drupa: exceeded our targets 7x the number of leads captured at drupa 2008 Note: actual campaign results are confidential