Drupa campaign overview june 2012

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Overview of Ricoh's campaign to driver people to drupa, the world's largest print show

Overview of Ricoh's campaign to driver people to drupa, the world's largest print show

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  • 1. Drupa campaign Roger Christiansen June 6th03/01/2013 Version: [###] Classification: Internal Owner: [Insert name] 1
  • 2. 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).
  • 3. 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
  • 4. Marketing Toolkit Toolkit of Marketing assets Allowed each Country to select the most appropriate tools
  • 5. 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
  • 6. 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
  • 7. Cross Media• High Impact Printed Direct Mail with PURLs• Mobile (QR Codes) – ATP offer
  • 8. 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
  • 9. 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
  • 10. Thank you.03/01/2013 Version: [###] Classification: Internal Owner: [Insert name] 10
  • 11. 03/01/2013 Version: [###] Classification: Internal Owner: [Insert name] 11