HP has launched an integrated marketing campaign for its HP Color LaserJet Multifunction line of printers. The global campaign targeting small-to-medium-sized businesses has the slogan “HP LaserJet Pays You Back”.The campaign message focuses on cost-savings for businesses that use the printer line.
“We wanted to reinforce the message to customers that using HP laser kit devices is a lot more than just having a printer available to print internal documentation,” said Ken Fleming, director of laser jet and enterprise solutions marketing at HP. “It really is an asset to provide a return on investment.”
HP and retailers Micro Center, Office Depot, Quill and Staples are sending consumers direct mail pieces promoting HP's “It pays you back” program, in which buyers of a new HP printer can send in their old model for a rebate.