Channel Integration/Messaging

The Lowdown: The main goals of the ConnectKey Technology campaign were to grow overall revenue and market share by two percent, increase awareness and consideration amongst customers and non-customers, and to address the new customer buying funnel where customers are already 60 percent through the purchasing decision process before talking to a sales rep.

Xerox used a variety of technology platforms to convey its “Simplicity Redefined” value proposition. The first use of technology was a high-level unveiling video that would provoke the viewer and pique their interest. This video resides on both YouTube and the ConnectKey platform landing page, and has viewers driven to it via various promotional channels such as social media and emails. Currently on YouTube alone it has had over 335,000 views.

Another critical element was an Interactive brochure. The interactive brochure was a way for the Xerox team to showcase the capabilities of Xerox ConnectKey and how it ties to the customer value proposition of security, productivity, cost control and convenience. Users can click through the embedded digital assets such as videos, simulators, infographics, virtual demos and more – to help them deliver a more powerful ConnectKey story.

A ConnectKey Vault PDF housed all critical customer-facing ConnectKey material under one roof, making it easy and seamless to navigate from one to the other. Both offline and online versions of this tool are available for consumers.

Other multimedia assets offered are the “Day in the Life” videos that present the viewer a humorous perspective on how ConnectKey devices solve their businesses challenges. The series consists of five, one-to-two minute video “episodes” to entice the target audience and educate potential customers on the unique features of ConnectKey —and how it can make their lives easier and their work more efficient.

To facilitate sales learning and training, Xerox developed a new sales tool that teaches reps the basics of what ConnectKey products offered, as well as provided them a quick way to create a workable configuration of a device of their choice. The Build Your Own tool allows a rep or a customer to learn about and build their own multifunction printer that they could then buy off of Xerox.com or from a rep or dealer.

To help the field find and utilize all the assets, the Xerox team created and implemented a searchable, interactive PDF of resources that contained over 50 sales and marketing assets available for the field. The app version of this tool is mobile and tablet-friendly, adding the link to the users home screen on their mobile device.

Xerox also leveraged social media for ongoing marketing and messaging. ConnectKey has been the subject of many tweets, a “Simpler Work” YouTube Video series on future of work, chat sessions and a guest blog. The team included social media links on the ConnectKey web page, and here have also been “Ask the Experts” Google + sessions.

The ConnectKey campaign has help Xerox gain a three percent share, and delivered a 13 percent growth in install activity.