drupa campaign overview june 2012

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]