NORWALK, CT: Xerox recently launched its ColorQube 9200 series multifunction printer, that uses solid crayon-like ink, with the support of one of its largest integrated marketing campaigns, according to Lisa Weaver, PR manager at Xerox, focusing on the office product portfolio.
The company reports that the printer provides 62% savings on color pages to customers, so in its outreach to offices, it is particularly targeting those concerned with the sometimes prohibitive cost of color printing. All of Xerox's communications divisions were gearing up in the past year for the product's May 7 announcement, Weaver said.
“We knew how important this was, and made sure we utilized and partnered with all of the other elements in corporate communications and marketing, [from the analyst relations team to experiential marketing department],” said Weaver, who also noted the support of AOR Text 100.
While the first product story officially broke in The New York Times on May 6, Xerox officially launched the ColorQube on May 7 with a press release, events, and Web page, FinallyColorIsLess.com, to provide tools to evaluate cost savings.
It also hosted webcast, and engaged employees, customers, and local media through the events. Creative teaser mailers were sent to press to alert them to the webcast. In addition, the team reached out to a range of media earlier this year, from trades to sustainability outlets, and Xerox tweeted and used “a large contingent of internal bloggers to help us share the news throughout the blogosphere,” said Weaver.
Xerox plans to host more events in cities where its customers are in beta-tests, such as Los Angeles and New York City.
“The majority [of those beta customers] loved it and agreed to be a reference [in local market press releases],” said Weaver, who also noted industry analysts have voiced support in a YouTube video.