FOR THE GOOD OF YOUR BUSINESS
HP KNEW ITS INSTITUTIONAL CUSTOMERS WERE STRUGGLING DUE TO A NUMBER OF GLOBAL ECONOMIC FACTORS. IN RESPONSE, THEY LOWERED PRICES AND ENHANCED THEIR PRODUCT SERVICE PLANS.
Content Strategy, Concept Development, Copywriting & Editing, Client Presentation
The most efficient way to communicate these incentives was through HP’s quarterly catalogs. The catalogs were targeted to four institutional segments: education, government, non-profit, and business.
The products within each catalog would remain the same, but the headlines and tone of the copy would change to fit the audience.
In addition, we developed collateral to promote HP’s Total Care Services—a beefed-up version of their already comprehensive product service plan that included, for the first time, next-day exchange and pick-up return, and business traveler support.
Since HP wanted to offer a consistent portfolio of service, the collateral would be sent to every segment.
The differences among audience segments were subtle, but important. For example, the interior headline for the business catalog read “You’re Under Pressure. We’re Here For You” because HP understood that individuals were responsible for financial decisions, while the interior headline for the government catalog read, “Budgets Are Tight. We’ve Here to Help,” acknowledging an agency’s need to appropriate funds.
Many believe that creating catalogs is simple. Nothing could be further from the truth.
Conceptual approaches aside, every product description and price must be accurate because catalogs are legally binding documents. If you mistakenly advertise a laptop for $129 rather than $1,299, you must sell the product at the lower price.
This meant compiling and confirming thousands of figures across audience segments. Further, each segment was offered different deals on similar items, which required additional verification.
A dramatic increase of product orders and product-care registrations from all audience segments.