Customers get only the information which is suited to them, without any doubling from other HP product teams. (Consistent, Relevant Customer Communications from Various Product Teams. Clients: Case Studies)
After employing one-to-one marketing, HP saw instant surge in revenue, and superb cost savings. In case of house lists, HP achieved annual sales in excess of $300 million as also approximately $3.6 million yearly in total marketing cost savings. An experiment comparing direct mail to the online Incoming letter displayed that email costs just $7 per lead, while direct mail costs $163. Besides, approximately, $4.2 million every year in support cost is avoided. Through making customers to direct their enquiries to HP through email instead of telephones, HP spent just 3 to 8 cents per enquiry instead of $15 for a telephone call. (Consistent, Relevant Customer Communications from Various Product Teams. Clients: Case Studies) virtual video face was produced by the Discovery Channel as a part of the HP's sponsorship of the "Virtual History" program. HP has been surging ahead with on-demand services for the animation industry, beginning with a 4-minute film called The Painter. This was the very first animated movie to be created employing a real on-demand rendering service. Next came the HP's part in the production of Shrek 2. The present stage of this research is permitting 12 independent teams of film-makers to share a single on-demand video service in a secured manner. (HP Brand campaign: everything is possible)
The brand advertisement campaign "customer+hp=everything is possible, HP is focusing on its digital photography assemblage that comprises of cameras, printers, PCs, ink and paper. The strategy of HP is to encourage people to see the picture in everything and it displays the work of non-professional photographers....
To engage consumers, HP introduced a photo gallery blog in the Internet called 'YOUstories' which is devised to cheer people to upload their own stories and photographs. The bog photos feature people from a wide cross section like tennis shoes, pet pugs etc. A lot are out of focus or employ unusual framing methods, with the message distinctly being that everything can be taken in a digital camera. Allison Johnson- Senior Vice President of HP global brand and communications states that online media creative units show phrases like "you have the power" and "you see pictures everywhere" and utilize brightly colorful photographs to get the message across. (HP to Consumers: You ought to be in Pictures)
References
Consistent, Relevant Customer Communications from Various Product Teams" Clients: Case Studies. Retrieved at http://www.digitalimpact.com/clientscase.php. Accessed on 15 January, 2005
HP Brand campaign: Change + HP" (2005) Retrieved at http://www.hp.com/hpinfo/newsroom/hpads/demandmore/. Accessed on 15 January, 2005
HP Brand campaign: everything is possible" Retrieved at http://www.hp.com/hpinfo/newsroom/hpads/everything/. Accessed on 15 January, 2005
HP Launches Largest-ever Enterprise Advertising Campaign" (9 February, 2004) Retrieved at http://www.hp.com/hpinfo/newsroom/press/2004/040209a.html. Accessed on 15 January, 2005
Out of this World: New Marketing Campaign Celebrates HP, Disney Collaboration for Mission: SPACE Attraction at Epcot" (9 October, 2003) Retrieved at http://www.hp.com/hpinfo/newsroom/press_kits/2003/disney/pr_outofthisworld.pdf. Accessed on 15 January, 2005
Parker, Pamela. (October 2, 2003) "HP to Consumers: You ought to be in Pictures" Retrieved at http://www.clickz.com/news/article.php/3086541Accessed on 15 January, 2005
