Case Studies

Hewlett-Packard Case Study:

The Need:

HP LaserJet Division was about to launch new generation laser printing technology for the office and sought to clear stock of older version models.

 

The Approach:

• Planned list purchase to target overwhelmed IT managers feeling the pain of unreliable, slow office printers
• Strategized about high-price point and the need to get trial machines in situ so the IT manager’s clients could “feel the speed”
• Managed and executed a creatively dynamic trial program for laser printers and delivered stand-out communication for the trial offer
• Worked with HP to avoid overwhelming their telemarketing and logistics departments. Staged the mailing in 2 phases to smooth the demand curve
  

 

The Results:

• Completely cleared inventory of this high-ticket product
• Cancelled the second phase of the program due to being out of stock

 

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