Intro

Printers and in particular business printers are not the most enthralling of topics. Epson wanted to communicate a superior product offering to small business owners, across Europe; and in an engaging way.

The Challenge

To raise awareness and consideration of usage, of Epson’s new range of printers, within their EU micro-business owner target audience. With the ultimate aim of selling Epson printers to business owners.

Our Insight

  • Small business owners are incredibly time poor. They’ve got their job to do and they’ve got to manage a business as well. Most advertising goes unnoticed and definitely doesn’t stop them doing the task in hand;
  • Small business owners are often isolated from quick, insightful support and advice eg relevant bite sized tips about the day-to-day running of their business.

What We Did

We created ‘Experts for Better Business’ with MSN - an online place where small business owners could get:

  • Credible information about running their business;
  • Advice from renowned business experts;
  • Support from people with highly relevant experience.

We invested heavily in content so that our target audience got tangible value from it. We teamed up with Dragon’s Den type entrepreneurs in each market to boost appeal (Deborah Meaden - UK and Stefan Schwartz - Germany). Business owners could ask the experts questions about their own businesses issues – and receive exclusive tailor made answers from them.

What It Achieved

The campaign delivered 15m impressions from 7m business people and an interaction rate of 33% (compared to the standard industry engagement rate of 5%). ‘Experts for Better Business’ has been viewed by over 800,000 unique users, increasing Epson’s brand perception by 7% above their benchmark. Over 85% of business people agreed with the statement: “Epson provide good quality printers.” Most importantly the campaign delivered 13,700 sales (to the middle of March 2009) generating revenues of €1.64m.

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