Xerox Corporation is launching new advertising campaigns and marketing programs designed to bolster the fastest growing segments of its business: consulting services and color. A series of new print ads positions Xerox Global Services as the premier consulting and outsourcing partner for document management needs. Aimed at C-level decision makers and IT executives, the ads are running in publications including Harvard Business Review, CIO Magazine, CFO Magazine as well as online Web sites including Business Week, The Economist, Financial Times and The New York Times.
One ad spotlights a team of Xerox consultants under the banner “We Find Millions.” It focuses on document assessment services that result in millions in cost savings at companies like Owens Corning and InterContinental Hotels Group.
Another ad – titled “We Retrieve” – shows a golden retriever with a duck decoy in its mouth, an analogy for how Xerox helps search, retrieve and manage everything from accounting and HR documents to legal contracts at organizations such as JP Morgan Chase and Enterprise Rent-A-Car Company.
A third ad, headlined “We Go One to One” emphasizes personalized, targeted customer communications that boost response rates.
In early April, Xerox will debut additional print ads and two new television commercials around the theme of affordable color for businesses small to large. These ads promote Xerox’s growing line of affordable color printers and multifunction systems that print, copy, fax and scan.
One ad shows three colorful owls with the words “Wise Color” in the background. The sub-head asks, “Who makes color affordable with prints for just pennies a page? You know who.” A related Web site gives more background.
According to Michael C. Mac Donald, Xerox’s chief marketing officer, the ads are part of a broader push to build the value of the Xerox brand and better serve customers.
“When it comes to the customer experience, we need to think big and small. That means paying equal attention to ‘big brand’ efforts like advertising and ‘little brand’ experiences that define the way customers interact with us everyday,” Mac Donald said.
In addition to new ad campaigns, Xerox is moving more of its marketing online. The company recently revamped its home page to reduce clutter and make it easier to navigate. Xerox also has launched industry blogs, viral marketing efforts and is expanding its presence in the online virtual world of Second Life.
In parallel with these efforts, Xerox is leveraging a proprietary software tool called Sentinel to monitor and boost customer satisfaction. The tool automatically contacts customers and offers an easy way to provide immediate feedback and solve problems in real time. Use of Sentinel has nearly doubled over the past two years, expanding to 14 countries worldwide and 124 major accounts.
At the same time, Xerox is revamping traditional measures of customer satisfaction, placing more emphasis on customer likelihood to recommend Xerox. “We’ve found that customers who say they are likely to recommend us are 2.5 times more likely to re-purchase,” Mac Donald said.
He urged marketers to better engineer all kinds of customer communications, from direct mail pieces to forms, statements, manuals, applications and welcome kits. “The more personal your relationship is with your customers, the more likely they will be to recommend you,” he said. “The way we handle these touch points can reduce service calls, boost customer retention and enhance the brand experience.”
Mac Donald was one of several speakers at THE Conference on Marketing, a gathering of marketers including authors and senior executives from General Motors, Google, Microsoft and other leading consumer and business-to-business companies.