Payback is not always a pleasant situation, although HP is out to prove it can be beneficial when it comes to laser printing.
The company unveiled this week a campaign showing how using an HP Color LaserJet Multifunction Printer (MFP) can result in a considerable savings in money spent on energy, paper and toner. In fact, users can typically expect to save up to $2,500 in less than a year, which more than pays for the initial cost of the printer.
The HP LaserJet Pays You Back campaign is primarily targeting the Internet and mixes in some elements of social media to reach out to small and midsize businesses (SMBs) and IT decision makers to clue them in to the importance of looking at a LaserJet MFP purchase as an investment.
“Upgrading to an HP Color LaserJet MFP is like trading in your gas guzzler for a hybrid that pays for itself in gas savings and then continues to pay its owner after that,” said Ron Coughlin, senior vice president of HP’s LaserJet and Enterprise Solutions, Imaging and Printing Group.
To kick off the campaign, HP recruited celebrity entrepreneurs Ivanka Trump and Bill Rancic to host the HP “Pay Back” event this week in New York. The campaign targets markets in 11 countries, including Austria, Brazil, Canada, China, France, Germany, India, the Netherlands, Spain, the United Kingdom and the United States.
The HP campaign will include advertising in major trade publications, as well as collaboration with leading bloggers and ‘digital influencers’. HP has also launched an HP LaserJet Pays You Back micro-site that features an HP LaserJet savings calculator, peer reviews, detailed product information and special offers. Visitors can use the calculator to select an HP LaserJet model and generate a report showing how long it will take for the printer to pay back the original cost.
HP also is equipping its channel and retail partners – including MicroCenter, Office Depot, Quill and Staples – with branded marketing collateral such as direct mailers, banners and an in-store destination with access to the savings calculator to help them show customers the benefits of purchasing an HP LaserJet MFP.