Moving a brand beyond hardware
Xerox
Campaign overview
Back in 2004, Xerox Middle East (ME) suffered from very low awareness among its target customer base of SMEs, enterprises and Government sector. Since then, our exclusive partner in the Middle East, Active DMC, has worked with the company to support its positioning in the marketplace from a copying and printing hardware business to being recognised as a global leader in document management products and services. The relationship continues to this day.
What we did
With Xerox facing stiff competition, the campaign strategy kicked off with a focus on educating the media on its history in the region and raising awareness on the depth and breadth of innovation which reached far beyond ‘just printers’. As market perception changed, Active DMC worked with Xerox to step up the media campaign by segmenting the communications programme across their different business units and vertical industry tailored services as well as implementing a channel programme – all the while focusing on reinforcing the message around the provision of best in class technology & expertise.
Today, a dynamic media campaign still sits at the core of Xerox’ communications campaign in the region although the programme has broadened to include high profile networking initiatives targeting the local business community, Channel network, Government bodies, industry associations as well as speaker programmes, customer and industry event support together with wider marketing communications initiatives in support of local demand creation programmes.
Results
In recent times, Xerox ME has been named as one of the best performing geographies sales wise for Xerox vs other DMO countries. The sector specific approach has resulted in significantly increased customer awareness and as a result, the company has enjoyed strong market share gains, particularly in the services sector.
Xerox presently enjoys over 58% share of voice in the Middle East against its main competitors in printing, document technology and managed print services space.
Overall, the feedback from Xerox is clear: target audiences in the Middle East are now more up to speed with Xerox’s expertise in data analytics, best of breed document management services and customised solutions across different vertical industries.
"We have been working with Active (DMC) since 2004. They have been instrumental in allowing us to evolve our PR strategy to aim specific sectors and markets."Dan Smith, Manager for Integrated Marketing, Xerox