Sterling Marketing Group's Marketing Solution

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Sterling's marketing challenge:
To support the sale of the client's product by helping their customers recognize it as a profit opportunity.

Sterling's client:
Xeikon, the world's leading provider of color and black and white digital printing systems for professional applications, serving the graphic art and commercial printer communities.

Sterling's solution:
Since the client's product, the digital printer, was a new development at the time, many print providers were unfamiliar and uncomfortable with how to sell digital print. To familiarize Xeikon's customers with how to make their new digital printing equipment a money-maker, compelling marketing support materials were needed for the sale of this value-added service. Sterling crafted a Market Development Kit for print providers that simplified the daunting task of selling a new offering. The Kit included turn-key steps for a successful marketing campaign with all the toppings: promotional aids, public relations materials, media lists, electronic slide presentations, advertisements, direct mail pieces, the list goes on and on.

Sterling's result:
It is estimated that by 2010, up to 20 percent of all printing will be done using digital methods. Although this statistic wasn't available at the time we completed this project, Sterling's Market Development Kit, helped convince many of our client's customers to become comfortable with the idea of marketing such a revolutionary way of printing at their own facilities. Xeikon was able to close sales based on the availability of this comprehensive Kit. Today, the profit from digital printing is an easily recognized benefit to Xeikon's customers.