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Overview of Ricoh's campaign to driver people to drupa, the world's largest print show
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Drupa campaign
Roger Christiansen
June 6th
10/04/2023 1Version: [###] Classification: Internal Owner: [Insert name]
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).
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
Marketing Toolkit
Toolkit of Marketing assets Allowed each Country to select the most appropriate tools
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
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
Cross Media
• High Impact Printed Direct Mail with PURLs
• Mobile (QR Codes) – ATP offer
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
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
Thank you.
10/04/2023 10Version: [###] Classification: Internal Owner: [Insert name]
10/04/2023 11Version: [###] Classification: Internal Owner: [Insert name]
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