MARKETING MACHINES OKI HELPS RESELLERS PROSPECT MORE EFFECTIVELY

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Oki Systems (UK) Limited, the business printed communications company, has launched a new marketing programme to provide dealers with a variety of on-line co-branded marketing materials.

As a manufacturer that sells 100% of its products through the channel, Oki is 100% committed to listening to and responding to the challenges faced by resellers. Research undertaken by Oki across its reseller community highlighted the need for manufacturers to offer an easy means of accessing sales and marketing materials. As a result Oki has devised a new marketing programme to fulfil these requirements.

Oki Co-Brand producing tailored marketing materials in-house
Okis on-line marketing service, Oki Co-Brand, provides resellers with access to a range of marketing materials to help them target their customers more effectively. Resellers are able to download a variety of documents such as industry specific direct mail flyers, point of sale banners, html banners, brochures, magazine inserts, product reviews and images. All the reseller needs to do before the documents are ready to print, is to customise the document with their own logo and contact details.

Ewa Johnson, marketing director, Oki Systems (UK) Limited explains: Our research highlighted that resellers dont always have the resources needed to produce tailored marketing materials in-house. Our on-line literature service solves that problem. With minimal effort and expense, resellers are now able to produce professional targeted customer communications.

The key business benefits of Oki Co-brand to resellers are that they have marketing collateral available on demand and able to be printed locally. This reduces print costs and eliminates storage and shipping costs. Furthermore the channel is guaranteed access to the most up to date Oki marketing information, which in turn enables them to capitalize on Okis nationwide campaigns.

High quality sales leads
Having access to marketing materials is only one aspect of generating new business. Okis research also highlights the need for manufacturers to provide high-quality, relevant sales leads. To respond to this demand Oki has implemented a fully integrated marketing and PR campaign, which aims to raise Okis brand profile in the business media creating a pull effect for resellers.

Recent marketing initiatives have included TV and radio adverts, catalogue placement within national and trade press, launch of a new website and direct mail. All campaigns promote Okis strong emergence as one of the top four players in the European colour page printer market and championed the business benefits of In-house Colour Printing (ICP).

Ewa Johnson adds: We have achieved a fantastic response from our direct mail campaign and have been able to provide our resellers with good quality sales enquiries. We are very pleased with the results and in line with reseller feedback, are looking to expand our marketing programmes further in 2005.

Okis In-house Colour Printing Programme
In-house colour printing is clearly on the rise. Unit sales of colour laser printers increased by 81.5 percent in the third quarter of 2004 compared with the same period last year. This has given colour lasers an unprecedented 21.2 percent share of the UK printer market* indicating that print work, which would otherwise have been outsourced, is now being completed in-house.

Okis in-house Colour Printing Programme is targeted at SMEs across a number of vertical sectors, such as accountancy, education, property services etc. Oki promotes compelling evidence of how savings can be made by utilising its new range of LED digital colour printers, in particular the C5000 Series (starting at 399 price indication). All sales enquiries generated from Okis ICP campaign are qualified and passed to relevant resellers with information, such as specific requirements and how far the customer is through their purchasing cycle.

* Source: Context

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