Office technology specialist Brother is set to make an impact in the colour print market through an integrated print and online sales and marketing campaign designed specifically for its reseller partners.
The company, which has seen an 89% YOY growth in its colour laser sales since it first entered the market in 2007, according to Context, is launching a Summer of Colour campaign to support its reseller network in boosting sales of its colour products.
The £300,000 campaign, which marks the start of a long term push on colour sales for Brother, will provide its resellers with specific promotions such as warranties or end-user cash offers that will support resellers own colour machine preferences. The promotions will also give resellers the chance to earn rewards through Brother's Sell and Select incentives scheme.
To support the campaign, Brother has designed a range of bespoke leaflets, emails and web banners that resellers can use to promote the offer to their customers. Resellers will also earn extra bonus points on Brother's Sell and Select scheme when selling colour machines and consumables.
Terry Caulfield, general manager P&S sales, Brother UK, commented: "We've made some fantastic in-roads in the colour market - climbing to number five in the colour laser printer market in just two years, but we're determined to keep improving on this. We're already number two in colour laser AIO and we want to match that success with our printers.
"Over the years, we've built a very strong reputation for mono laser and the aim is to replicate this for our colour range. Ultimately, we want customers to automatically think of Brother when choosing a colour product and the reseller channel will be crucial in helping us achieve this goal. We'll be giving them as much support as possible through targeted, eye-catching marketing support, incentives and promotions geared to help gain traction in the competitive colour market.
"This summer's promotions are only the start. We'll be running regular campaigns on a quarterly basis to help boost sales and raise awareness of our colour proposition."
The Summer of Colour campaign will be running until 30 September.