Xeikon Digital Label Press Smokes the Competition

October 22, 2015
 

When you realize there’s always a C in B2B, you can come out blazing and set fire to an entire category. We ignited the engagement with a hot, cannot-be-ignored, relevant package and watched the sparks fly.

Challenge

Our primary goal of this campaign was to drive awareness and consideration of the Xeikon 3000 Series Digital Printers.

Specific objectives:

  • Raise awareness and educate customers on the benefits of Xeikon digital label printing
  • Deliver a demonstration piece that will appeal to label printers (primary) and folding carton companies (secondary)
  • Present compelling offers to drive response, via Web or phone, ultimately serving as the catalyst for generating 24–36 qualified leads to pass on to Xeikon sales

Target

Our goal was to target key decision makers within these accounts, including:

  • President/Owner/CEO
  • VP/Director of Production
  • General Manager/Operations Manager

Insights

The print industry in general is evolving. Printers have a hunger for new ways to differentiate and grow their business.

Digital printing is transforming the industry by enabling label printers to produce short-and medium-run length jobs faster and more cost-effectively.

While they work long hours, when they’re not working, many of them have an interest in cooking and barbecuing. And they like to watch grilling competition programs. Nice to know.

Positioning

Xeikon’s position in the market is centered on four key value propositions:

  1. Profitability
  2. Quality
  3. Flexibility
  4. Sustainability

Show the prospect, in an intrusive and tangible execution, the exceptional quality of the Xeikon 3000 Series Digital Printer.

Solutions

Turn up the heat.

We created a clutter-crushing, three-dimensional package that couldn’t be ignored and delivered the goods. Literally.

The “Hot Sauce” package was completely produced on a Xeikon 3000 Series Digital Printer, including the labels on the bottle of hot sauce inside the box.

The sizzling graphics and smokin’ hot copy told the Xeikon digital printing story and showed how and why Xeikon is burning up the world of digital printing.

  • Creative rationale:
    • Design, size and visual presence create high recall and recognition
    • Copy holds the concept throughout while telling the Xeikon story
    • Bottle label showcases Xeikon’s capabilities in a real-life application
    • Offer is not only appealing to the target audience, it’s also a monthly reminder of the Xeikon experience

Results:

  • Achieved 225% of lead goal
  • 6% response rate
  • 49% lead conversion rate
  • Estimated 18X Return on Marketing Investment

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