Fuji Xerox Launches New B2B Product With a Fashion Show
“I think the industry … Fuji Xerox is [in is] a very competitive one,” Steven Caunce, Corporate Affairs Manager, Fuji Xerox, said.
Aside from the competitive B2B space, “selling print devices to large organizations, it’s not a particularly sexy business to be in, so we’re always looking for different ways to try to engage and motivate our customers.”
A prime opportunity to engage customers in this manner is when launching a new product, he said. It’s especially important since the industry is so competitive.
To generate excitement for the Versant 2100 printer, the team at Fuji Xerox created a fashion show featuring a fictional designer, complete with direct mail “lookbooks.”
The creative event campaign Steven and his team came up with generated new sales, inspired the brand’s sales team and accounted for 34% of the Asia-Pacific sales total.
