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Pepper: HP SoHo campaign Pepper: HP SoHo campaign Pepper: HP SoHo campaign Pepper: HP SoHo campaign Pepper: HP SoHo campaign
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HP: SoHo Notebook Campaign

The task:
The task was to convince SoHo (small office/home office) companies – an important target group for HP – that HP notebooks offer good value for money and excellent product benefits. In addition, the campaign was aimed at boosting retail sales.

The solution:
The campaign strategy defined mobility, performance and security as the most important product features of notebooks for the SoHo target group. All HP notebooks with these features therefore became the campaign’s key products and were advertised using the tagline: “More for everyone. By HP.” The market was approached from two angles. On the one hand, end-consumer communication with carefully coordinated content and timing was used, consisting of direct mail campaigns, posters, flyers, and an attention-grabbing poster and promotional campaign at German train stations. At the same time, a campaign starter pack and POS materials raised awareness of the campaign among HP sales partners and motivated them to take part. Predesigned co-marketing materials enabled retailers to conduct their own communication activities inexpensively.

The impact/outcome:
Two of the HP notebooks advertized had sold out before the advertizing campaign finished. The response rate to the end-consumer direct mail campaign was 15%. HP resellers and retailers felt the SoHo campaign provided them with optimal sales support and strengthened HP’s relationship with its sales partners. The campaign was such a success that it has already been extended to other EMEA countries.
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Pepper GmbH

Managing Director:
Steffen Herfurth, Markus Dunz

Address:
Prannerstr. 8
80333 Munich
Germany

Ust-ID-Nr. DE192122976

Amtsgericht München,
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Telephone:
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info@pepperglobal.com
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Invalidenstr. 1
Vienna 1030
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Tel     +43 (0) 17130110 14
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Alexandra.wolf@pepperglobal.com
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