HP unveiled its “HP LaserJet Pays You Back” global
marketing campaign to illustrate the significant cost savings – up to $2,500 in
less than one year – that are possible when using an HP Color LaserJet
Multifunction Printer (MFP).
The campaign illustrates the surprising returns available from an HP Color
LaserJet MFP. Over time, the printer pays for itself through money saved and
then continues to pay customers back through energy, paper and toner
“Upgrading to an HP Color LaserJet MFP is like trading in your gas guzzler
for a hybrid that pays for itself in gas savings and then continues to pay its
owner after that,” said Ron Coughlin, senior vice president, LaserJet and
Enterprise Solutions, Imaging and Printing Group, HP. “The campaign helps
demonstrate how HP LaserJet printers are an investment that keep giving back to
To celebrate the significant cost savings businesses can achieve by using an
HP LaserJet printer, HP is teaming with renowned entrepreneurs Ivanka Trump and
Bill Rancic to host the HP “Pay Back” event today at 11 a.m. ET at the north
corner of Madison Square Park (next to Shake Shack) in New York. Trump and
Rancic will “pay customers back” with a gift, while supplies last, courtesy of
“What seems like a small decision – like buying a printer – can have a big
impact on your business,” said Ivanka Trump, executive vice president,
Development and Acquisitions, The Trump Organization. “I’m a fan of creating
value and I like to create efficiency – the HP LaserJet printers do both and can
provide near- and long-term return on investment.”
Campaign illustrates the surprising returns of an HP LaserJet
Through innovations such as the recently announced, industry-first “plug and
print” laser printers and today’s unveiling of the significant cost savings
available when using an HP LaserJet printer, HP is delivering increased value
and remarkable returns to its customers.
HP LaserJet Pays You
Back is a powerful, primarily digital marketing campaign that combines
social media, digital influencers and strategic partnerships to engage small and
midsize businesses (SMBs) and IT decision makers while broadening awareness of
the HP LaserJet as a business investment.
- New creative assets: Print
ads highlight the value of HP LaserJet printers by asking customers, “When was
the last time you bought something for your business that actually paid for
itself?” Created with an innovative 3-D-like design, this is the first time the
look and feel of the company’s “Hit
Print” campaign has been applied to the HP LaserJet ad campaigns.
- Strategic social media engagement: Starting next month, HP is teaming
with next-generation media and publishing company Federated Media to ignite a
viral conversation about what a good return on investment (ROI) is and how to
find one. Through leading blogs such as Boing Boing, The Business Insider, Hardware Secrets, Mashable and ReadWriteWeb, HP will be driving IT
decision makers and SMBs to expand how they think about ROI by offering
inspiring stories and inviting them to share their own personal experiences
about finding ROI in surprising places. These HP-branded conversations will then
be amplified across IDG sites such as CIO.com, ComputerWorld.com, InfoWorld.com, ITWorld.com, NetworkWorld.com and PCWorld.com to reach an IT audience as well
as followers’ Twitter and Facebook posts. These stories will feed into HP’s
banner ads, driving vibrant, real-time content.
- The “HP LaserJet
Pays You Back” microsite: The site features the HP LaserJet savings
calculator, peer reviews, detailed product information and special offers. With
the new, quick-and-easy savings calculator, customers can select an HP LaserJet
model and generate a report showing how long it will take for the printer to pay
the customer back in money saved and offset the original hardware investment.
The microsite is available at www.hp.com/go/paysback.
HP also is equipping its channel and retail partners – including MicroCenter,
Office Depot, Quill and Staples – with branded marketing collateral such as
direct mailers, banners and an in-store destination with access to the savings
calculator to help them show customers the benefits of purchasing an HP LaserJet
The campaign will be available in 11 countries: Austria, Brazil, Canada,
China, France, Germany, India, the Netherlands, Spain, the United Kingdom and
the United States.