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Launch of LightJet 430 wide format image printer
The Gretag Imaging Group, with its headquarters in Regensdorf, Switzerland, supplies a vast range of imaging products and services including minilabs, central lab equipment, Internet applications, and hardware and software for professional photography and the advertising industry. The company employs more than 2300 people around the world. The Professional Imaging Division of Gretag Imaging deals with large format digital printing, being a leading supplier of equipment, software, services and consumables. It also provides computer-to-plate solutions for web and offset printing. To launch their new LightJet 430 imagesetter, SMI was asked to provide marketing support for the pre-launch presentation at the Photokina exhibition in Cologne, to introduce the product's benefits to a closely targeted group of potential buyers - prior to the main launch.
Our first job was to research the target market of repro houses and minilabs in the UK, France and Germany (to find out the equipment selection and buying process from their perspective) then to supply them with the information they needed in the way they preferred to receive it.
This research showed that, in most cases, the gestation period between see and buy was likely to be long. To make best use of this time, SMI developed a strategy which would maximise the opportunity offered by test run-outs and seminars, to create a long-term dialogue with prospects and keep the product's profile high.
We therefore compiled, cleaned and qualified a database of prospects attending Photokina and created a promotional campaign announcing the launch of the LightJet 430 and offering prospects a test run-out, a seat at a VIP Preview Demonstration Seminar or a private presentation where preferred, plus promotional incentives for distribution at the show itself.
The response at the show speaks for itself.
Two thirds of the targeted companies attended the seminars. The exciting response on stand and at the seminars has already provided the international sales team with actual sales orders and a steady flow of high quality leads exceeding targets. In strategic planning terms, the promotion has also demonstrated the wide scope and depth of interest the LightJet 430 has in the market.
"When we realised that sooner than expected, we would have our new, exciting high speed photographic laser printer ready in time for one of our major international trade shows - Photokina - we knew we had to act fast. Not missing the opportunity that the show had to offer was so important to the product launch.
That's when we called upon SMI's experienced network to save time and act as an extension to our Marketing Department.
We knew our target audience from UK, Germany and France but needed to make sure those people were aware of our product, had complete information and a further incentive to put us on their viewing list at the show. SMI achieved this with an integrated program of activities precisely suited to the limited time we had before the show.
So with sales and interest almost 300% above target, we were extremely happy with the results and it has given us a great head start for our 2000/1 sales targets."
Janie Gath
Marketing Manager
Professional Imaging Division |
