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© 2008 Hewlett-Packard Development Company, L.P.






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© 2008 Hewlett-Packard Development Company, L.P. Presentation Transcript

  • 1. Trade In and Save 2009 Program Overview Brian Sahr January 28, 2009
  • 2. Background
    • There are over 14 million HP LaserJet printers in operation in the U.S. today–more than half of these are over five years old.
    • And even though these printers “still work,” there are major benefits customers can receive by purchasing new HP LaserJet printers.
    • Given today’s economic environment, this reason needs to be pretty convincing in order for a customer to swap out their old desktop printer for a new printer when their current printer still works.
  • 3. Objectives
    • Drive sales of new, more efficient HP LaserJet printers.
    • Motivate customers to trade-in their older desktop printer (any brand, any condition) and receive cash back.
    • Generate increased awareness of current Trade-in and Save offer, HP products and current programs.
  • 4. Strategies
    • Partner with HP IPG commercial channel partners to support the Trade-in and Save initiative and communicate it to their customers.
    • Develop and provide both online and offline tools to help support the sales channel.
    • Leverage relevant HP promotions and incentives to drive sales.
  • 5. Target
    • SMB end-user customers
    • Corporate and enterprise customers
    • Public sector customers
    • Education customers
  • 6. Offer details (updated with July 1 st program changes)
    • Timing: January 1–December 31, 2009
    • Offer:
      • Get up to $1,000 cash back when you purchase a qualified printer or scanner and return your old ink or laser desktop printer or scanner (any brand, any condition) to HP for free recycling.
      • Products with an “instant rebate” can participate in this program – see terms and conditions for details.
  • 7. July ’09 Trade-in and Save Program Changes For full terms and conditions please visit www.hp.com/go/tradeandsave Original Program (Jan – Jun ’09) Refreshed Program – July 1 ‘09 Varying Rebate Amounts on select skus
    • Flat $75 everyday trade-in and save rebate amount on select skus (2xxx LJ prods and flat $50 on OJP skus)
    • Value skus (3xxx & 4xxx) will still have varying amounts
    No combinability with IRs – Maximum discount = TI&S rebate amount Full combinability with National IR programs (beyond TI&S rebate amount up to Maximum Allowable Rebate) Select LaserJet and OJP products only Select LaserJet and OJP products PLUS select scanners added Hardware only program Bonus Carepack Rebate when eligible carepack purchased at same time as hardware – rebate varies Total Care Access Card included as a value-added part of offer for SMB
    • All references to the “Total Care Access Card” should now be to the “HP Access card”
    • Web links to access should now be www.hp.com/go/access
    Combinable with 0% financing for SMB No longer combinable with 0% financing Channel tools for OJP and LaserJet All tools will be updated and posted by July 1, 2009 No reference on DesignJet cash in program Clear links between two programs
  • 8. Offer details
      • Additional messaging:
        • Free return shipping and recycling of your old desktop printer
        • Compelling cost savings
        • Environmental/energy savings
        • HP LaserJet 25 th anniversary—HP reliability and dependability
        • Free HP Access Card worth up to $1K
        • Leasing deals included as proof of purchase
        • July 1 st Updates:
        • Bonus Care Pack rebate – additional savings up to $175
        • HP Scanjets included in the program
        • Full combinability with National IR programs
  • 9. Key customer benefits
    • Be energy-efficient. Newer HP printers are designed to conserve energy and meet Energy Star® compliance requirements.
    • Save paper. An automatic two-sided printing feature in select HP printers decreases paper use.
    • Recycle. HP Planet Partners recycling service provides an easy way to recycle unwanted hardware and empty HP print cartridges.
    • Print faster . Advancements in HP toner technology make it possible to experience legendary reliability and consistent print quality at incredible speeds.
    • Allow more users.
    • Printers with networking technology can be shared efficiently without compromising quality.
    • Do up to four jobs at once. Newer multifunction printers can print, copy and scan–and some even fax–saving you space and time.
    Increased Productivity Extraordinary Performance Fewer Interruptions
    • Process complex data quickly. High-powered processors and increased memory easily handle graphic-intensive documents.
    • Outsource less. With a new HP color printer, high-end collateral and marketing materials can be produced in-house.
    • Make a great impression. Spot color and improved resolution increase readability and comprehension of everyday business documents.
    • Wait less . Instant-on Technology means you can start printing right away– even from Powersave mode.
    • Experience improved durability. Longer service intervals between duty cycles mean newer HP printers are easier to maintain.
    • Replenish supplies less often. High capacity toner cartridges and paper trays meet high-volume needs, while built-in smart-printing technology automatically provides supplies alerts and information.
    Environmentally Responsible Upgrade to a new HP LaserJet or Officejet Pro printer and work better, smarter, faster and more efficiently
  • 10. Key customer benefits
    • Environmentally
    • Responsible
    • Be energy-efficient . Newer HP scanners are designed to conserve energy and all are ENERGY STAR® qualified.
    • Save paper through sharing of electronic documents.
    • Recycle easily . HP Planet Partners recycling service provides an easy way to recycle unwanted hardware
    • Increased
    • Productivity
    • Reliably scan each and every page, using ultrasonic double-feed detection.
    • Customize scan profiles to enhance productivity with features in HP Smart Document Scan Software.
    • Use the HP scanners as a standalone document management system or easily integrate into existing systems
    • Scanners offer high daily cycles so you can get more done by quickly scanning high volumes.
    • Extraordinary
    • Performance
    • Fast, precise document scans in black-and-white, grayscale and color .
    • Improve image quality as scanner straightens images before scanning with hardware deskew.
    • Automatically improve the accuracy of scanned images with built-in Kofax Virtual ReScan® software
    • Ease of Use
    • Many HP scanners provide the ability to create a shortcut, which configures a common scan task once, so the task can be repeated easily.
    • Simplify scanner management and save IT time with HP Web Jetadmin software
    • On many HP scanners, select settings and get information right the first time on the clear LCD control panel
    • Easily add an HP scanner to your document management system with included industry-standard drivers
    Upgrade to a new HP Scanjet and work better, smarter, faster and more efficiently.
  • 11. Campaign Creative (leverage WW ads) 05/12/10 HP Confidential LaserJet Environmental Officejet Pro Scanners
  • 12. Web landing pages
    • July 1 st changes:
      • Added scanners
      • Added Care Pack rotation in flash
      • Added links to the Designjet TIAS program
    05/12/10 HP Confidential www.hp.com/go/tradeandsave (SMB) www.hp.com/go/tradeandsavePS (Public Sector) www.hp.com/go/tradeandsaveENT (Enterprise) www.hp.com/go/tradeandsave1 (channel neutral) Flash Rotations:
  • 13. Channel Co-op Tools
    • Direct mail, Email, Print and Banner ads
      • SMB, Enterprise/large SMB, Education, Government, Environmental versions
      • Showcases good, better, best products
      • NEW: Scanner promotional materials
    • Campaign central – direct mail and email
      • SMB, Enterprise/large SMB, Education, Government, Environmental versions
      • Features star product
    • Email signature
    05/12/10 HP Confidential
  • 14. NEW! IPG Expressway – Trade-in and Save Micro-site available July 13th 05/12/10 HP Confidential The micro-site will house LaserJet, Officejet Pro and Scanner Sales and Marketing Materials and allow for easier navigation for Channel Partners to find what they are looking for.
  • 15. Available marketing materials
    • Channel sales tools and materials
      • Available for LaserJets, Officejet Pro and now Scanners
      • End-user Sell Sheet
      • Partner Co-branding End-user Sell Sheet
      • Partner Promotion Flyer
      • Partner Selling Guide
  • 16. Channel Co-op Tools – Scanner examples 05/12/10 HP Confidential Co-op Ad Direct Mail Banners
  • 17. Channel Sales Tools (LaserJet, Officejet Pro, Scanners)
    • PPT presentation
    • Promo flyer
    • Sales/telemarketing script
    • Big Deal/PS contract reference card
    • Old to New Product Tool (.xls file)
    05/12/10 HP Confidential
  • 18. Additional information Website URL HP Trade-in and Save 2009 program website Channel (non-branded version)
      • www.hp.com/go/tradeandsave1
    HP Trade-in and Save 2009 Public Sector
      • www.hp.com/go/tradeandsavePS
    HP Trade-in and Save 2009 Enterprise
      • www.hp.com/go/tradeandsaveENT
    HP Trade-in and Save 2009 End User program website
      • www.hp.com/go/tradeandsave
    Campaign Central
      • www. hpcc.cohesioninc.com/Public/Login.aspx
    HP IPG Partner Expressway
      • www.hp.com/go/ipgpartnerexpressway
    HP 0% Financing Program
      • www.hp.com/go/totalfinancing
  • 19.