In the market for digital printers, there was not much differentiation between either the products themselves or the brand manufacturers. Result: a cluttered market, where the target audience was bombarded with print samples and brochures. Ultimately, the proof was in the printing, so the task for marketing was to get an up-close demonstration into the hands of buyers. But that’s what everyone did, so the trick was to do it with imagination and flair.
The target was to sell 20 units within the first three months. Fuji actually sold five on the evening of the launch and 49 in total during the first three months. Sales in NZ, a small country, have outperformed every other Asian market and, according to Republik, achieved an ROI of NZ$105 for every NZ$ spent on marketing. The Haus of Versant garments were put on display in Fuji Xerox’s New York HQ foyer, and the marketing idea has been repeated across Asia.