Xerox Focus Forward Campaign Changes Brand Perception
Xerox hit the road last year with its Focus Forward campaign with the goal of producing a revenue-generating, replicable customer engagement strategy to help change the perception of Xerox from a copy company to a services-led, technology-driven thought leader. Phew, that’s a mouthful!
The ambitious tour visited current Xerox clients and potential clients in key industries and geographies throughout the U.S. Specifically, the brand wanted to be in front of c-level individuals responsible for infrastructure, IT and facilities management as well as directors and managers associated with the client’s in-plant print shop. To hit all those buttons efficiently, the brand created a one-day road show event platform that Xerox replicated 11 times all over the U.S.
The tour brought subject matter experts, industry analysts, keynote speakers and real clients to the forefront in an effort to show potential partners what Xerox could do for them. Since Xerox knew that these prospective clients have limited time for this kind of sales event, the brand put efficiency and effectiveness at the forefront. Each activation day began with an industry-specific roundtable in the late morning, featuring a subject-matter expert within the specific industry and a dialogue between the participants. After the roundtable, there was an hour for the Technology Showcase, where Xerox’s partners had booths set up and attendees could mingle and enjoy lunch, and get a chance to win an iPad. After lunch, the Xerox senior vice president of the region spoke briefly and introduced the keynoter. After the keynote, attendees could choose from two tracks depending on their job functions and responsibilities. By the time it was all over, the brand had gathered 1,027 qualified prospects and, to date, the revenue attributed to these events is 45.4 times the cost of the events. Now that’s ROI we would love to copy.