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

1. Drupa
campaign
Roger Christiansen
June 6th
03/01/2013 Version: [###] Classification: Internal Owner: [Insert name] 1

2. Campaign objectives
Target Goal
Existing customers • Lead generation
• Increase awareness of Ricoh’s full range of
products and solutions
• Promote Business Driver Programme
Prospects •Create awareness of Ricoh
•Create database of prospects
•Lead generation
Existing customers/ • Demonstrate business value of Ricoh’s strategic
prospects partnership (Heidelberg, InfoPrint).

3. drupa campaign overview
February March / April April May
Print 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 campaign
Facts 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