Make Printing Simple
For a successful relaunch, we needed to frame Brother’s partner program in a way that would make the MPS opportunity clear, outline the proposition and the types of business it was relevant to, and keep the “At your side” support message at its core.
Our strategy team conducted interviews with the internal channel team, product specialists, and external partners to get to grips with the nuances of the Managed Print Service offering, understand the motivations of end-user business decision-makers, and gauge partners’ understanding of MPS. These insights were instrumental in building a value proposition. Following this, the creative team came in to develop a campaign that would stand out, capture attention and, more importantly, enable partners and end-user customers to easily understand which element of the offering was relevant to them. After an intensive creative sprint, ‘Make Printing Simple’ was born.
Leading the way
With the core elements of the proposition locked down and the look, feel, messaging and tone of voice developed, next up was generating awareness. To do this successfully, we needed to ensure that the proposition was being easily understood by resale partners. Engaging partners through accessible, valuable information would allow them to grasp the opportunities MPS could create for them and empower them to sell as a result.
So, how did we do it? We developed a content strategy including a range of informative long-form content around managed print services. We used these guides and e-books as lead magnets across LinkedIn and social campaigns alongside implementing a nurture email strategy to drive further engagement from our target audience.
Calculating success
During the development of ‘Make Printing Simple’, we endeavoured to simplify Brother’s offering. We restructured the MPS proposition by breaking it into three defined categories: Essential, Professional, and Enterprise. This reorganisation made it easy to identify what each service provided, and which was the right option for different print requirements, business levels, and organisation sizes.
We also recognised the need to tangibly demonstrate the value proposition of Brother’s MPS. So, we developed the MPS Cost Saving Calculator: a tool which demonstrates in real terms how much customers could save using a managed print service. The MPS Cost Saving Calculator not only made the concept of MPS more accessible for end-users, but also empowered our partners with a powerful sales tool, enabling them to demonstrate the benefits of MPS effectively.
Following the launch of the Make Printing Simple campaign, our go-to-market approach involved campaign activity across several channels and audiences. This campaign activity continued across paid social channels to promote Brother’s MPS Essential proposition to UK small businesses. Through various creative assets, we’ve been on a mission to increase engagement through the promotion of our MPS Cost Saving Calculator and key landing pages.
