The Brief

The market of the toner cartridge is keen. Toner cartrige product is only applied to those who have needs. In view of this, HP has launched a tiered loyalty membership program, HP Original Rewards Program to loyalize and segment the Small & Medium Business (SMB) market, which covers a big sector in HK. The ultimate objective is to build loyalty and gain more sales from the existing customers. To realize it, tactics of promoting high-valued color printing products and motivating members to be higher spenders with rewards is used.

Creative Execution

The promotion was highly relevant and appropriate as the behavior of toner consumption is relatively rational. No one will print extra color-printout just because of the redemption prizes. So, it was insightful to conduct segmentation, targeting and making assumption on the members’ consumption need according to their company size and industry. On the other hand, considering the human desire on status and privilege, giving the target a pre-approved offer for tasting the premium and luxurious benefits of the privileged high spending class is another nice design with human touch, originality, creativeness and understanding of consumers’ psychology.

Describe the creative solution to the brief/objective.

Not every SMB user need color printing. So, to motivate color toner purchase, a personalized consumption target with consideration of the company size and industry seems more justified. More than simply giving rewards and benefits so as to motivate purchase, we choose to play it more tactfully to impress the targets. Giving an exceptional offer for exclusive benefits on both status and real rewards, was definitely be a way out which captivated them. The response was projected to be high as the promotion was targeted and relevant while the consumption requirement was realistic and achievable with attractive rewards/ offers.

Results

The campaign has made a big win. The Color Printing Promotion has generated an extremely good response rate of 40% with incremental revenue of 32% comparing to the 3-month duration prior to the promotion period. When compared to the result of last year, a 130% revenue was generated. More amazing is, 47% of the responded members were the lapsing SMB members which we won back through the promotion. On the other hand, the Pre-approved Jade membership offer also recorded a high response rate of 72% with The average purchase of the members was increased by 90%.