The Fuji Xerox Iridesse Production Press is a digital print industry game-changer, its embellishment capabilities offering previously unheard-of freedom of design. It is acclaimed by creative agencies eager to push creative boundaries, and printers competing for new markets.
Fuji Xerox needed to overcome perceptions that the Iridesse cost ‘twice as much’ as ‘similar’ digital presses and have it seen as a ‘must-have’ investment by print companies. So they started at the other end of the value chain – with the end-user, to create and drive product demand from existing and potential printers’ customers.
A Marketing Association Sunrise Session was used to present the Iridesse to the advertising and marketing sector, showcasing its potential to significantly enhance the impact of personalised DM campaigns - and increase high-value business for print companies.
170 exclusive invitations were sent to key prospects from creative agencies, marketing departments and printing companies. These elaborate invitations (which achieved an above-target 35% conversion rate) were designed with strong visual impact, impressive finishing and clever personalisation to demonstrate the Iridesse’s unique capabilities. The event was also open to Marketing Association members.
Existing Iridesse owners were invited to mingle and show their work samples, creating a ‘have-and-have-not’ proposition. They networked with potential new customers while competitors stood by, missing out on a major business opportunity.
The event created a groundswell of sales interest. It led directly to the sale of four Iridesse devices, delivering $87.07 of sales for every dollar spent on the event and campaign. Fuji Xerox also achieved a 51% reduction in the cost of each sale. In the months following the event, Fuji Xerox added 20 new leads to their sales pipeline, sent out 11 new proposals and demonstrated the Iridesse to 16 of those 20 active leads.
This campaign effectively reduced Fuji Xerox’s sales opportunity cost from 2018 to 2019 by 86.93%.