FY17 EMEA Marketing Plan for Partners. September 28, 2016

Transcription

1 FY17 EMEA Marketing Plan for Partners September 28,

2 Print Strategy Transform The Business Supplies growth Home Office Graphics Reignite the home Capture copier pages Transform Lead graphics 3D printing industries to digital Brand & GTM coverage Leading cost structure & quality Technology IP People & know how 2 HP Confidential

3 Office Printing Solutions Strategic Business Priorities Grow profitable office market share Capture copier pages Managed Services acceleration JetIntelligence PageWide Most Secured LaserJet AND PageWide Serviceability & reliability Focused channel strategy Solutions Scale Business intelligence 3 HP Confidential

4 Commercial Marketing Priorities Accelerate MPS by differentiating with Security Establish A3 via the Contractual Channel Continue to grow PageWide and Value Pages

5 The office is changing Trends driving change Cost and eco conscious Collaboration and space design Your office is where you are Security Automate paper based processes Transactional and contractual 5

6 From: Printer-centric assets To: Printing-experience-centric content 6

7 Frequency of content Content marketing strategy The five key target audiences are: Primary target: millennial ITDM Secondary targets Seeks information to solve business problems and are influenced by peers, experts and vendors in their networks. ITDMs CXOs BDMs Office Managers Channel partners How will we reach them? Always-on content Thought leadership, informative content that drives credibility and positive brand perceptions (e.g. third party developed content) On and off content Lower funnel and product specific content that facilitates identification and selection of a particular solution (e.g. HP branded content) Pre-Journey Self Discovery

8 Includes Objective Insight Content pillars Overarching ITDM insight: From Cop to Co-Op Security Best Services Partner Design for Evolving Workplace 53% of IT managers realize printers are vulnerable to cyber crime yet few are taking immediate protective action. Today Security is the #1 ITDM concern up from #7 in Let somebody else worry about printing. I control my costs. And I add value to the business with solutions like workflow My users work everywhere all of the time. Space is shrinking. Being socially responsible is important. Drive value share Grow managed print services Grow managed print services Drive share across portfolio with differentiated solutions Security services Device/data/document protection A3 Contractual Programs Subscription services PageWide (hero) OJ Pro, LaserJet A3 transactional JetAdvantage Solutions

9 Social Content development: types, sources and vehicles SOURCES VEHICLES Hero content (10% of Content) Entertaining & emotional tentpole content that defines the HP brand and reaches a broad audience. AR/PR Media Events HP/Product Content (20% of Content) Educational & useful product content that resonates with ITDMs / other business audiences e.g. HP/Product news, demos & FAQs. Specialized agencies Campaigns hp.com Core content agency Always-On Content (70% of Content) Engaging, value-add content that includes thought leadership pieces, customer success stories, & office/tech trend articles. Content Service Provider Nurture Hubs Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

10 5-BOX FRAMEWORK FOR CONTENT DEVELOPMENT General #1 Business Themes #2 Biz&IT-Related Specific #3 HP Point of View #4 HP Solution #5 HP Product Protet your weakest link" Printers that protect" "HP LaserJet Ent 553"

11 WW Commercial Print Content plan 3 pillars alignment Security Best Services Partner Evolving workplace #1 Business Themes Sep Oct Nov Dec Jan Feb Mar Managing business risks Office of the Future as a Service #2 Biz&IT-Related Your network is only as secure as your weakest link. Upcoming Canada/EU regs have major IT implications New IT must drive business outcomes In-house vs. outsourcing Security considerations critical when choosing a vendor How to keep pace with digital imperatives #3 HP Point of View Printers have the same security vulnerabilities as PCs, & more Make your network compliant Leverage innovation in print Evaluate ROI of print management Ensure security standards part of your RFPs Enable secure work anywhere, anytime #4 HP Solution Printers that protect HP Print Security Solutions HP Business Printing Best services partner Secure MPS JA Solutions #5 HP Product HP Enterprise MFPs HP JetAdvantage Security Manager PageWide mskus LJ 600 series HP MPS + MFPs 11 9/29/16

12 Example: Content build topic #1: Weakest link Snackable refreshed content pieces from recent security whitepapers #1 Business Themes #2 Biz&IT-Related #3 HP Point of View #4 HP Solution #5 HP Product Managing business risks Your network is only as secure as your weakest link. Printers have the same security vulnerabilities as PCs, & more Printers that protect HP Enterprise MFPs C-level Blog/Web Article: Defining Print Security the risk is greater than you think Animated Infographic: Security Vulnerabilities of Printers (Ponemon) Hub - Webinar Tip Sheet: Think Your Network Is Safe? top 10 insights from on-demand webinar Hub - Article: How Great Is Your Risk? from IDC Business Value of Print Security Hub - Fact Sheet: How to Prioritize Printer Security (SME interview) Mini-whitepaper: HP POV on Print Security requirements (supported by Ponemon, IDC, Red Tiger+) HP Brochures, HP.com HP Secure hardware, software & services Existing gated whitepapers, On-demand webinars & survey (Secure Print Analysis) 12

13 13