Working in partnership with OKI, Punch! executed an ABM acquisition strategy for a new vertical that generated ten times more pipeline than traditional demand generation in the first six months.
OKI is a global business-to-business brand and pioneer of award-winning digital LED printer technology. Its compact solutions allow businesses to create and print professional quality applications in-house. Used by organisations across a range of sectors including retail, education, healthcare, hospitality & events, construction and more, OKI’s printers are renowned for their innovation, reliability, unrivalled media handling capabilities and high colour quality.
OKI enlisted Punch! to help its C800 printer range stand out in front of key influencers in the retail industry. The objective was to raise awareness of OKI’s in-house printing solutions and generate pipeline in a unique and disruptive way.
Typically, retailers must wait for signage to be dispatched from the head office or rely on the service of an external print supplier. But this can mean long lead times, as well as creating a delay in how quickly each store can place vital and relevant communications on the shop floor.
OKI wanted to communicate how it’s C800 Series could help retailers print a diverse range of retail-ready, on-brand signage in-store; and that meant convincing head office decision-makers that OKI’s solution is better than the system they currently have in place.
In order to take a new proposition into the retail market, Punch! needed to carry out extensive research to understand the challenges being faced at a sector, account, and persona level.
The agency conducted primary research to uncover the pain points felt by store managers around their current print solutions. The Punch! team visited chain retailers in the UK and France, discovering it was a major challenge to maintain brand guidelines and roll out promotions with speed and flexibility.
But what if stores had a high quality colour printer capable of handling all signage formats up to A3, while the head offices maintained control of the design and branding centrally?
Armed with this information, Punch! needed a disruptive and creative Big Idea to make OKI’s proposition stand out and make an impact amongst its target audience; and so ‘POWER POS’ was born.
Using a multichannel digital approach alongside direct mail, Punch! was able to help OKI build brand awareness of its in-store print solution at 28 key target accounts.
Remote-control cars were sent to three contacts at each account, along with a printable race track. An accompanying postcard directed recipients to a bespoke landing page with a promotional video to demonstrate how to print the materials using an OKI C800.
Punch! incorporated a paid media strategy into the ABM programme to target the individuals and drive them to the microsite; with further content such as infographics displaying the insight gained during the primary research. Its in-house team of SDRs then followed up with personalised outreach and messaging to drive appointments for OKI’s sales team.