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Xerox

Digital printing magazine website

• About the client

  

  Xerox are one of a few major players in the digital print arena, and are striving to drive further uptake of this new technology by printers. To aid this push, they publish a quarterly magzine that is distributed to interested print firms.

• The brief

  There was a requirement to qualify the database of recipients to keep the magazine focused at the most interested and influential printers. The magazine itself is digital printed, allowing for an exceptional degree of personalisation, but this means that the cost per copy is very high. It is therefore very important to ensure it is getting to the right people.

• The solution

  

  A website that reinforced the messages in the magazine and provides further background information was devised. This allows an online feedback loop to be created in the form of an online forum, with expert moderators provided by Xerox. A regular email would also generate a more frequent dialogue with the recipients, and allow more metrics to be collected.

  • View the visual
  (Click the cursors shown on the screen to follow the customer journey.)

• Results

  The client was very impressed with the strategy, but chose to not spend the significant budget required at this stage. An interim website created in-house was launched instead.

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