HP is a market-leading manufacturer of PCs and printers.
Manufacturing utilisation was stagnant. The big players were struggling to contain costs as they grew. And customers were becoming more demanding. While 3D printing was seen by many as the light at the end of the tunnel, no one could understand why HP was promoting 3D printing.
We targeted 240 contacts in 60 key accounts across NA and EMEA with highly personalised Direct Mail – a McKinsey-style consultative report. It presented a commercial claim based on dozens of data points. And a custom 3D printed part that could be used in each target customer’s account’s manufacturing process, giving prospects tangible evidence of the capability of HP’s 3D printing capability. HP’s Sales and Marketing teams were supported with a sales-enablement programme to turn engaged contacts into engaged prospects and, ultimately, customers.
Transmission’s approach to the 3D Print Direct Mail campaign went above and beyond in terms of truly understanding the customer and ensuring they received a valuable asset from HP. Their insight and attention to detail brought together science and empathy to ensure a truly personalised experience at scale.
David Bacher, Global Head of 3D Print Marketing, HP