CASE STUDY

CATALOG CAMPAIGN

My Contributions:  Content Strategy • Senior Copywriting + Editing • Research • Client Presentation

FOR THE GOOD OF YOUR BUSINESS

HEWLETT-PACKARD KNEW ITS INSTITUTIONAL CUSTOMERS WERE STRUGGLING DUE TO THE RECENT ECONOMIC DOWNTURN. IN RESPONSE, THEY LOWERED PRICES AND ENHANCED THEIR PRODUCT SERVICE PLANS.   

PROJECT SUMMARY

• Brand + Content Strategy

• Additional Research

• Team Support   

• Concept Development

T

               he 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 particular audience.

 

In addition, we decided to develop a separate mailer 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 same mailer would be sent to every segment.

The differences among the catalog

segments were subtle, but important. For example, the interior headline for the business catalog read, “You’re Under Pressure. We’re Here For You,” (see top right) because HP understood that individual business owners 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.

 

We allowed ourselves a bit of humor in the business catalogs, as well, since we were speaking to individuals that didn’t have to be quite so regimented in their processes. For example, a business laptop/docking headline read, “Dock and Load,” while the headline for the same laptop in the government catalog read, simply, “Power Up Your Notebook.” 

 

Many believe that creating catalogs is easy, and nothing could be further from the truth. In addition to the different conceptual approaches, every product description, price, and spec sheet has to be 100% accurate. That’s because catalogs are legally binding documents; a company must provide a product as it’s described. In other words, if you mistakenly advertise the sale price of a laptop as $129 instead of $1,299, you must sell the product at the lower price. Or, if you mistakenly label an i2 chip as an i3, you’re bound to provide the i3, or compensate the customer for the difference. This meant we had to compile and confirm hundreds of figures across these four audience segments. Furthermore, each segment was offered different deals on many of the same items, which required another level of checking.

 

The result: Increased product orders and product-care registrations from all segments.