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EIZO
BUSINESS MARKETING
DIRECT MAIL / ADVERTISING / WEB |
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DEVELOP A DIRECT-SELL CHANNEL
NO MAYBES
The commodity driven market for flat panel displays and limited brand differentiation had created a highly ambivalent MAYBE consumer base.
INCITEMENT
MAYBE customers were incited by communicating hard product benefits rather than product features, in a strongly emotional way. The product truth was superior product clarity, and the benefits of this were relieving eye fatigue and headaches, improving
accuracy and speed, and, increased productivity - all of which created the ideal platform for an emotional hard sell.
PROFITABLE EXPERIENCES
The strategy was to make people believe their monitors were sub-standard, by playing to the universal belief about long periods in front of a computer screen .and offer a relief from it. A direct response campaign containing branded eye-drops was complimented by
press. All of which drove traffic to the web site - a marketing brochureware site which acted as the key determinant for closing sales.
EFFECT RESULTS
During the campaign period hits to the site tripled, and Eizo's sales figures doubled as a result.
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