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GAINING ACCESS TO DECISION-MAKERS
The HP Discovery Program was a unique sales campaign targeted to IT professionals and Chief Information Officers. The program provided an analysis that outlines the total cost of ownership of their current network printer environment. Based on this free custom report, HP then makes recommendations that could save thousands or hundreds of thousands in total printing costs.
Cita focused the campaign on the unsung IT pros by depicting them as superheroes that put out fires, jump through hoops, and shoot down trouble. A dimensional direct mail campaign was created to drive the IT superheroes to the HP Discovery website where they could order the report and find hidden savings in their printer network.
HP was able to use the Discovery Program to gain access to CIOs and IT decision-makers at the enterprise level, build relationships, and demonstrate significant savings that made everyone look like a superhero.
