Download - Drupa campaign overview june 2012
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Drupa campaign
Roger Christiansen
June 6th
10/04/2023 1Version: [###] Classification: Internal Owner: [Insert name]
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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/prospects
• Demonstrate business value of Ricoh’s strategic partnership (Heidelberg, InfoPrint).
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MayPrint and Beyond reprise
FebruaryPrint and beyond
March / AprilBusinessTransformation
April Sustainability
IntegratedCampaign200,000+ direct across Europe
Digital andDirect Mail
PR
Social Media
Personalised URLs
drupa campaign overview
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Marketing Toolkit
Toolkit of Marketing assets Allowed each Country to select the most appropriate tools
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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 and DirectSmile
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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
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Cross Media
• High Impact Printed Direct Mail with PURLs
• Mobile (QR Codes) – ATP offer
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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
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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
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Thank you.
10/04/2023 10Version: [###] Classification: Internal Owner: [Insert name]
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10/04/2023 11Version: [###] Classification: Internal Owner: [Insert name]