HP plans printer promotion

HP has unveiled an innovative ‘Trying is Buying’ promotion offering customers the chance to experience and evaluate printers before actually making a purchase. Working with sales and service partners, the scheme will run for six weeks.

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By  Stuart Wilson Published  June 21, 2004

HP has unveiled an innovative ‘Trying is Buying’ promotion offering customers the chance to experience and evaluate printers before actually making a purchase. Working through its sales and service partners, HP plans to run the scheme for six weeks starting immediately. Rania Hannoush, partner planning and reward manager at HP Middle East, says: “We expect our sales and service partners to be elated with this novel marketing idea, as it will encourage their existing customers to make new investments, while attracting new customers, in an effortless procedure. All they have to do is purchase a minimum of two printers from us, and then place these with three customers for a few days. Each customer will be given an individual time frame in which to trial the units and once this period is up, HP will repay our partners the cost of the two demo units.” The scheme is being rolled out across the UAE, Saudi Arabia, Bahrain, Qatar, Kuwait and Jordan. HP claims that the scheme is the first sales promotion of its type to be rolled out across these countries and hopes that the ‘experience and evaluation’ method will help boost its marketshare. The scheme will be valid on several models in the HP LaserJet and InkJet ranges purchased from authorised wholesalers. “The programme is two-tiered because it is designed to benefit both our partners and our customers equally, and at the same time,” adds Hannoush. “While it is sure to facilitate increased sales for out partners, it enables customers to experience the quality, reliability and superiority of our products, before they invest in them.”

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