Global Printing Business
Used Motista to accelerate sales and margins with key small business customers.
One of the world’s leading printing brands activated Predictive Intelligence on Motivations™ to acquire new customers and grow sales of hardware and supplies.
CHALLENGE
For this global printing brand, sales from small business customers - the priority segment - had declined for consecutive years. New customer acquisition had stalled. Existing customers were buying more supplies from off-price competitors, cutting into the brand’s high margin revenue. Innovations in hardware and ink, and the brand’s relaunched ecommerce properties, were not yielding expected growth.
SOLUTION
At the outset, Motista empowered the brand to identify small business customers based on Emotional Predisposition, or likelihood to connect to and buy from the brand.
Emotionally Predisposed customers exhibited a unique combination of firmographic characteristics (across small business stage, size, industry and region). Additionally, within these small businesses, the decision-makers were themselves Emotionally Predisposed to printing. While the brand had invested in proprietary segmentation prior to Motista, identifying small business customers by Emotional Predisposition predicted higher levels of customer value.
Motista next provided the motivations predicting the decision makers to consider the brand, buy and upgrade hardware, purchase supplies, and recommend the brand to colleagues. These were the brand’s customized Predictive Motivations™.
Finally, Motista delivered activation recommendations to the brand’s marketing and agency teams to accelerate in-market impact.
ACTIVATION
Emotionally Predisposed customers were identified on the brand’s customer database and targeted for supply purchases and hardware upgrades.
The marketing and agency teams applied the Predictive Motivations to integrated marketing, evolving advertising (digital and print), social media content, and direct and email messaging.
The brand evolved content, tone, imagery and video on its ecommerce website and mobile app based on Motista’s intelligence.
Sales communications - including scripting and decision maker “hot buttons” - were informed by the brand’s understanding of the Predictive Motivations.
Using Motista, the brand targeted its highest potential customers and activated the motivations driving their behaviors.
RESULTS
Predictive Intelligence on Motivations helped this printing business return to sustained revenue growth after consecutive years of declines. Revenue growth from high-margin supplies improved profitability as well.
Emotionally Predisposed small business customers - when targeted and motivated - yielded 25-35% more annual spend on cartridge supplies. In addition, these customers upgraded hardware 12-17% more often.
New Emotionally Predisposed customers converted at a higher rate, boosting returns on sales and marketing investment.
After activating the Motista intelligence, the brand’s sales from small business customers returned to 3% average annual growth, following multiple years in the -2% to 1% range.