Ricoh: creating value proposition through storytelling

Ricoh had to increase the sales of the new SMB printer product line, however, the product did not have a unique selling proposition. So, we decided to create it from scratch.

Learn how we communicated a unique value of Ricoh’s printers, attracted 35,000 potential buyers to the product page and helped hit 100% of the sales target.

Objective:

Enable sell-out of a new printer line for SMBs

Challenge:

No strong USP for the product

Solution:

We carried out a consumer behavior survey to find out what frustrates SMB’s clients in terms of customer service experience. We found out that queues is one of the key factors influencing customer satisfaction, and we made transparent connection between gaps in customer satisfaction and quality of printing in SMBs. We used the survey result to carry design a data-centric campaign around the take-away that the speed of printing has direct impact on quality of customer service. We created a new key message that Ricoh’s printing solutions help SMBs decrease customer churn and gain competitive edge. We used smart content to push this key message in media publications, targeted campaigns and promo campaigns in social networks. Finally we were able to drive motivated visitors to Ricoh’s selling page and persuade them to make a purchase.

Result:

100% SALES PLAN EXECUTION

35,300 VISITS TO A SELLING PAGE

1 SILVER AWARD AT NATIVE ADVERTISING AWARDS IN BERLIN

4,400 CLICK TO A SALES OFFER