BTS 06 Printers for My Demo Days UK

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Back to School In-store Demos: Helping Customers Make Their Choice: 

Back to School In-store Demos: Helping Customers Make Their Choice “My Demo Day” Training, August 2006 Danny Kiaie, ASR, HP Consumer Products

Housekeeping: 

Housekeeping Phones on mute, please Use “Hand Up” to ask a question Email a postal address to Diane at Channel Advantage for your HP polo shirt Presentation uploaded to item 4, “Training Materials” on www.mydemoday.com

Agenda: 

Agenda Part One: Introduction Printer Market Overview Key Selling Point: HP’s Ink Efficiency Featured Products and Supplies HPinfolab, the retail resource Part Two: In-store Demonstration Skills Demos Questions

Introduction: 

Introduction

Market Overview: A4 Photo Printers: 

Market Overview: A4 Photo Printers Currently dominated by Epson, who consistently hold over 60% market share The market is declining rapidly with the switch-over to AiOs However, with a strong product portfolio, coupled with award winning technology, HP should be able to increase its appeal amongst the key target audiences – particularly women – thereby increasing market share

Market Overview: Photo All-in-Ones: 

Market Overview: Photo All-in-Ones HP consistently dominates this market, with latest market share figures putting us at 45% The market is predicted to continue to grow in FY07, although at a slower rate With the new range of AiOs with their amazing features and industry leading ease of use, HP should be able to continue dominating this market

HP’s Strengths and Weaknesses: 

HP’s Strengths and Weaknesses HP’s strength: Superior products to all three competitors in terms of speed, ink efficiency, ease of use and clever in-built photo features HP’s weakness: Although HP offers single ink products, and superior ink efficiency to competitors across all technology, customers still believe that competitors offer a cheaper alternative HP is not perceived as a photo brand

Slide8: 

Much higher use of IT within the household, with high speed internet and multiple users They are therefore looking for either dedicated solutions or flexible solutions that can be used by the whole family Home photo printing is well accepted and they are looking for solutions that are relevant/accessible for the whole family Easy to use, enables creativity at home They are more savvy and want to understand the whole cost of printing at home (not just the hardware cost) This is done through the cost of ink Women are important and influence the buying decision They want to spend more time with their children Bulls-eye Target Customer: “Confident Families”

Slide9: 

Will initially find out about the product through friends and family or research on the internet Then they will typically go to store to see the product “in the flesh” Product demos are important, as they show how easy of use and quality Purchase is often made here, although more savvy buyers will then switch back to the internet to get the best “deal” How Do They Select and Buy?

In-store Demo Campaign: 

In-store Demo Campaign Sat 19th, 26th, Sun 27th, Mon 28th August Sat 2nd, 9th September PC World x 70 (PS 2575 printer, R727 camera) Comet x 50 (PS C4180 aio, R727 camera) John Lewis x 25 (PS C4180 aio, R927 camera) Jessops x 17 Micro Anvika x 5

Channel-wide Promotions: 

Channel-wide Promotions All-in-ones Photosmart 2575 Six day deal from 23rd August £99.99, was £129.99: save £30 Photosmart 3310 £249.99, was £299.99: save £50 A4 photo printers Photosmart 8250 £74.99, was £129.99: save £55 Photosmart 8050 £49.99, was £84.99: save £35

HP’s Ink Efficiency: 

HP’s Ink Efficiency

The HP Advantage: 

The HP Advantage Some competitor brands waste up to 5 times more ink relative to HP in maintaining and servicing their printing systems*: Initial priming Servicing Changing cartridges HP printing technology is designed to minimise ink waste See www.hp.com/uk/saveink for details *All information contained in this presentation is based on HP internal test results for the following printers: HP Deskjet 5740, Canon PIXMA™ iP3000, and Epson C86 – all in four ink mode. Test results are based on printer usage by a typical home user consumer over 3 years.

Ink Efficiency: Total Ink Usage: 

Ink Efficiency: Total Ink Usage All inkjet printing systems must use some ink to maintain their performance and reliability. Residual ink in tri-color cartridges User initiated servicing Ink cartridge change servicing Initial priming upon printer set-up Automatic print head servicing Printing ink – ends up on the page (Figure gives representative, but not precise proportions) Example Ink cartridge/ Ink supply Total Ink

Typical Customer Ink Usage: 

Typical Customer Ink Usage Typical customer reality: starts-and-stops of typical usage patterns can decrease the relative portion of ink that actually ends up on pages Implication: While critical to maintaining reliable printing performance, non-printing ink will affect page yield of typical users

Where Does Waste Ink Go?: 

Where Does Waste Ink Go? In the bottom of many inkjet printers is an absorbent material that captures ink waste Commonly called the waste ink diaper Notice the size difference of the diapers! Bigger diaper means more ink waste

HP‘s Printing System Strategy: 

HP‘s Printing System Strategy LIFE ENRICHMENT PROVEN PRODUCTIVITY & BUSINESSES Entry level & mid range printers Individual ink and tri-chamber cartridges are complementary technologies, not competitive HP printers with tri-chamber cartridges are generally less expensive and serve customers who print less or moderate. For the vast majority of these customers printers with tri-chamber cartridge technology are still the most cost-effective and most convenient choice. Single ink systems of competitors are usually less ink efficient than HP’s tri-chamber cartridge technology

Conclusions : 

Conclusions Printing efficiency is key Ink is not used just for printing “Mileage” may vary with usage and efficiency of printing system and drives printing costs Individual ink cartridges are not necessarily more efficient or cost-effective Not the type of cartridge, but how the printing system is designed and performs HP leads the industry in printing efficiency HP integrated tri-chamber print cartridge and HP individual in cartridge technologies are designed for efficient ink usage so customers can save ink and money

HP All-in-Ones: 

HP All-in-Ones

Why is an AiO a Good Choice?: 

Why is an AiO a Good Choice? HP invented the concept of the AiO Three or four devices in one Space-saving design: small footprint Cost of three or four individual devices is far greater than buying one AiO HP’s unique proof sheet function Ease of use Memory card readers

HP Photosmart 2575 All-in-One Printer, Scanner, Copier (PC World): 

HP Photosmart 2575 All-in-One Printer, Scanner, Copier (PC World) For the customer who wants … intuitive, easy to understand and operate equipment productive and space-saving devices for everyday many functions to satisfy the needs of all family members Key benefits/supporting spec Versatility: Ethernet Up to 30 ppm black, 24 ppm colour 27 seconds for 10 x 15 cm photo 2400x1200 dpi scanning Ease of use 6,5 cm colour LCD Card slots, PictBridge 6 ink capable Panorama printing + Video action print So easy to use - Perfect results, no matter what you print, capture or share.

HP Photosmart 2575 Why is it a good choice?: 

HP Photosmart 2575 Why is it a good choice? Built-in networking Up to 4800-optimized dpi 10x15-cm photos in 27 seconds Optional 6-ink colour - HP Photo or Gray Photo cartridges Print /copy up to 30 ppm black/24 ppm colour

Specifications HP Photosmart 2575: 

Specifications HP Photosmart 2575 30 ppm black/24 ppm colour Optional 6-ink colour or Gray Photo cartridge up to 2x A4 borderless Supports all memory cards 10x15-cm photos in 27 seconds Print /copy up to PictBridge Scan at 2400x1200dpi optional resolution, 48bit 6.5cm colour display Built-in networking, optional wireless networking

HP Photosmart C4180 All-in-One Printer, Scanner, Copier (Comet, JLP): 

HP Photosmart C4180 All-in-One Printer, Scanner, Copier (Comet, JLP) For the customer who wants … Effortless viewing, printing and copying of photos HP quality and reliability Key benefit / supporting spec Complete photo all-in-one performance Photos as fast as 25 seconds Prints up to 30 ppm black, 24 ppm colour Borderless photos up to panorama size HP Photosmart Premier software View and print photos without a PC 6.1-cm image display HP Photosmart Express button Support for digital camera cards 10x15-cm photo paper tray HP CD/DVD Tattoos True-to-life, long-lasting photos and documents HP Vivera Inks Optional 6-colour Professional-quality reprints without a PC Scan at 2400 x 4800-dpi optical resolution, 48-bit colour HP Real Life technologies HP’s reliable photo all-in-one with everything you need to effortlessly view, print and copy photos without a PC.

HP Photosmart C4180 All-in-One Why is it a good choice?: 

HP Photosmart C4180 All-in-One Why is it a good choice? Up to 30 ppm black, up to 24 ppm colour Photos in 25 seconds HP Vivera inks Optional 6-colour HP Photosmart Premier HP Real Life technologies Hi Speed USB 2.0 Slots for digital memory cards from cameras 10x15-cm photo paper tray 6.1-cm image display Automatic paper-type sensor HP Photosmart Express button Borderless photos up to 210x594-mm panorama Print 9-frame video clips without PC 10x15-cm photo paper tray 10x15-cm photo paper tray

Specifications HP Photosmart C4180 All-in-One: 

Specifications HP Photosmart C4180 All-in-One Photos as fast as 25 seconds Prints up to 30 ppm black, 24 ppm colour 6.1-cm image display 10x15-cm photo paper tray Up to 4800-optimised dpi 210x594-mm panorama photos with or without borders Slots for digital memory cards Flash drive support Automatic paper-type sensor HP Vivera Inks Scan at 2400 x 4800-dpi optical resolution, 48-bit colour Optional 6-colour HP Photosmart Express button Hi-Speed USB 2.0 Print 9-frame video clips without a PC HP Photosmart Premier software HP Real Life technologies

Ease of Use: “Photo Fix” Button: 

Ease of Use: “Photo Fix” Button Photo Fix button on Photosmart C4180, D7360 Unique one-touch button to improve your photos automatically without a PC Uses HP’s Real Life Technologies, already in our cameras Also implemented in: Printer driver software HP Photosmart Essential (web download) and Premier (with printer) software

Ease of Use: Photo Fix: 

Ease of Use: Photo Fix Automatic red-eye removal Benefit: Truer, more accurate output, without the undesirable appearance of red eye Caused by: Flash photography in a dark environment eg indoors, at night Flash light reflects off the back of the eye

Ease of Use: Photo Fix: 

Ease of Use: Photo Fix Adaptive Lighting Benefit: Brings out detail in shadow areas in images that have a good dynamic range

Ease of Use: Photo Fix: 

Ease of Use: Photo Fix Photo Brightening Benefit: Improves colour saturation Makes washed out images more vivid

HP Digital Cameras: 

HP Digital Cameras

HP Photosmart R727 Digital Camera (PC World, Comet): 

HP Photosmart R727 Digital Camera (PC World, Comet) For the customer who wants … High resolution Advanced image controls and effects Compact, all metal body Convenient camera docking solutions Key benefit / supporting spec True-to-life photos 6.2MP, 24x total zoom (3x optical, 8x digital) Capture video and print video stills Easy to use One-touch functions Intuitive button layout Manual controls Optional docking solutions Share photos your way Included HP Photosmart Premier Software and HP Photosmart Share software Print without a PC; PictBridge®-enabled Get stunning 6.2 MP photos, with an elegantly thin, durable camera and big, 2.5” (6.35 cm) image display

HP Photosmart R727 Digital Camera Why is it a good choice?: 

HP Photosmart R727 Digital Camera Why is it a good choice? Small, lightweight and packed with features Bright, indoor/outdoor 2.5” (6.35 cm) color image display 6.2 MP, 24x total zoom (3x digital, 8x optical) HP Photosmart Share software HP Real Life Technologies HP Design Gallery Intuitive button layout Ultra-compact, metal body Ergonomic design HP in-camera red-eye removal Video capture and HP Video Print HP in-camera panorama preview and stitch Instant HP Image Advice HP adaptive lighting New delete button

Specifications HP Photosmart R727 Digital Camera: 

HP Photosmart R727 Specifications HP Photosmart R727 Digital Camera HP Photosmart R727 Digital Camera Metal body 6.2 MP resolution 24x total zoom (3x optical, folded optic lens, 8x digital) 2.5”/6.35 cm bright LCD display Shoot VGA video clips with audio Use the Photosmart Express button to mark photos to print or share ISO speeds: Auto, 100, 200, and 400 EV Compensation +/- 3.0 White balance options: Auto, daylight, tungsten, fluorescent, manual Seventeen shooting modes plus five focus settings for optimum creativity 32 MB internal memory + SD/MMC slot Rechargeable Lithium ion battery included Design Gallery with more than 25 artistic and creative options to enhance photos

HP Photosmart R927 Digital Camera (JLP): 

HP Photosmart R927 Digital Camera (JLP) For the customer who wants … High resolution Advanced image controls and effects Compact, all metal, stainless steel body Large image display Convenient camera docking solutions Key benefit / supporting spec True-to-life photos 8.2MP, 24x total zoom (3x optical, 8x digital) Capture VGA video and print video stills Easy to use One-touch functions Intuitive button layout Manual controls Optional docking solutions Share photos your way 3” (7.62 cm) image display with wide viewing angle Included HP Photosmart Premier Software and HP Photosmart Share software Print without a PC; PictBridge®-enabled Powerful and stylish with a 3” (7.62 cm) image display and 8.2 MP resolution

HP Photosmart R927 Digital Camera Why is it a good choice?: 

HP Photosmart R927 Digital Camera Why is it a good choice? Small, lightweight and packed with features Bright, indoor/outdoor 3.0” (7.62 cm) color image display 8.2 MP, 24x total zoom (3x optical, 8x digital) HP Photosmart Share software HP Real Life Technologies HP Design Gallery Intuitive button layout Ultra-compact, stainless steel body Ergonomic design Automatic red-eye removal Video capture and HP Video Print HP in-camera panorama preview and stitch Instant HP Image Advice HP adaptive lighting Delete button Orientation sensor

Specifications HP Photosmart R927 Digital Camera: 

All metal, stainless steel body 8.2 MP resolution 24x total zoom (3x optical, 8x digital) 3.0”/7.62 cm bright LCD display Shoot VGA video clips with audio Use the Photosmart Express button to mark photos to print or share ISO speeds: Auto, 100, 200, and 400 EV Compensation +/- 3.0 White balance options: Auto, daylight, tungsten, fluorescent, manual Seventeen shooting modes plus five focus settings for optimum creativity 32 MB internal memory + SD/MMC slot Rechargeable Lithium ion battery included Design Gallery with more than 25 artistic and creative options to enhance photos HP Photosmart R927 (L2056A) Specifications HP Photosmart R927 Digital Camera

2006 Real Life Technologies And some brand new!: 

2006 Real Life Technologies And some brand new! Example: “Cartoon” Effect Example: “Inset” Border Example: “B&W blue” tint Artistic Effects Border Effects Colour Effects

Artistic: 12 Different Effects!: 

Artistic: 12 Different Effects! Kaleidoscope Slimming Retro Center focus

Slide40: 

Soft edge (white) Soft edge (black) Inset border Torn edge Controls available to select colour, colour intensity and thickness of border R-series only Burn edge R-series only

Slide41: 

B&W blue tint Magenta colour tint Blue colour tint

Supplies: 

Supplies

HP Vivera Inks Vivid, true colors that last!: 

HP Vivera Inks Vivid, true colors that last!

How Long Will Your Photos Last?: 

How Long Will Your Photos Last? Hammermill 8 years Source: Wilhelm Imaging Research, Inc. 2002, 2003, 2004 HP 108 years Vivera 6-ink system NEW HP Premium Plus Photo Paper awarded Wilhelm Imaging Research Seal Epson 104 years (pigment) Epson Picture Mate/ R800 glossy paper Epson 27 years (dye) Epson R200/3xx porous photo paper

HP Photo Packs Portfolio: 

HP Photo Packs Portfolio New and occasional home photo printing users Experienced home photo printing users Enthusiast home photo printing users HP Photo Starter Pack HP Photo Value Pack HP Professional Photo Pack 50 sheets HP Premium Photo Paper HP Tri-colour inkjet print cartridge HP 343 Series + 50 sheets 10x15 cm HP 343 Series + 50 sheets 13x18 cm HP 57 Series + 50 sheets 10x15 cm 10x15 13x18 100 sheets HP Premium Photo Paper HP Tri-colour inkjet print cartridge 10x15 120 or 150 sheets HP Advanced Photo Paper 10x15 HP Tri-colour inkjet print cartridge or K,C,M,Y,lc,lm ink cartridges 10x15 HP Tri-colour + HP Photo inkjet print cartridges 100 sheets HP Premium Plus Photo Paper HP 343 Series + 100 sheets 10x15 cm HP 363 Series + 150 sheets 10x15 cm HP 110 Series + 120 sheets 10x15 cm HP 343 Series + HP 348 Series + 100 sheets 10x15 cm HP 57 Series + HP 58 Series + 100 sheets 10x15 cm New packaging design and artwork

HPinfolab the Retail Resource: 

HPinfolab the Retail Resource

HPinfolab Homepage Overview: 

HPinfolab Homepage Overview News Training Resources Incentives

Registration: 

Registration Go to www.hp.com/uk/infolab and select register You will need to provide an email address to complete the registration process

In-store: 

In-store

In Principle: 

In Principle Store demonstrations are similar to the basic sales method: A Attention - Make contact with your customer I Interest - Get the customer interested in your solutions D Desire - Make the customer want the product C Conviction - The customer wants and believes your solution A Action - Close the sale

Attention: First Contact: 

Attention: First Contact Keep your attention on the customer: do they require assistance? Always be pro-active Imagine how you’d like to be treated in a store… Introduce yourself as an HP promoter Always be polite and show respect to your customer Make up a few very inviting opening sentences

Asking Questions: 

Asking Questions Asking questions directs the conversation Get to know the customer’s interests and lifestyle Simple questions generate greater understanding The customer needs to feel important Ask what the customer already knows about the product they are interested in

Slide53: 

Gather information Open questions Check: Closed questions Introduction Attention Would you like me to take a picture of you and have a free print of it right away? What were you looking for today? Where would you like to use it for? You told me … So … is important for you, right? May I demonstrate … which … Asking The Right Questions

Slide54: 

Repeat the customer’s desires; they will realise you really were listening Always demonstrate what you tell them, then tell them what you’ve just demonstrated and invite them to try it for themselves Show them what’s possible on a high-end device Tell them about (even better show them) a lower-end model The customer will try to persuade himself into buying the high-end solution Seeing is believing, touching is desiring! (A smart sales person doesn’t have to do a lot.. Just the right things!) Helping The Customer Choose

Barriers to Success: 

Barriers to Success You weren’t prepared enough … You didn’t listen to the customer … You did listen but didn’t understand … You didn’t sound convinced about your products …

You’re Not Alone: 

You’re Not Alone You’ll be with one of our regular demonstrators They: Will have been in-store for four weekends already Will set up the demo area and provide supplies Know how to use all the kit Know the store staff Will be happy to help you

The Demo Kit: 

The Demo Kit R927 or R727 camera and 64MB SD card Use store’s own printer, according to focus 343/348 photo packs Ink and paper for 100 6x4in photos A4 Premium Plus Photo Paper (50 sheets) A4 Advanced Paper (500 sheets) 1 podium, 1 pull-up screen, “Why Buy HP” leaflets

Product Focus: PC World: 

Product Focus: PC World Camera: R727 (but PCW doesn’t sell it) On podium: Photosmart 2575 Customer wants a dedicated photo printer? Photosmart D7360 (available from bank holiday weekend) Customer wants a versatile printer with photo capability? Photosmart 2575* Photosmart 3310* (fax, wireless) Photosmart C4180 (in PC bundle) Every printer needs extra supplies: PS 2575, C4180: 343 2-pack, 343 photo pack PS D7360, 3310: 363 photo pack

Product Focus: Comet: 

Product Focus: Comet Camera: R727 On podium: Photosmart C4180 Customer wants a dedicated photo printer or buying on price? Photosmart 8250* Photosmart 8050* Customer wants a versatile printer with photo capability? Photosmart C4180 Photosmart C3180* Every printer needs extra supplies: PS C3180, C4180, 8050: 343 2-pack, 343 photo pack PS 8250: 363 photo pack

Product Focus: John Lewis: 

Product Focus: John Lewis Camera: R927 On podium: Photosmart C4180 Customer wants a dedicated photo printer? Photosmart D7360 (available end August; when in emphasise this unless customer specifically wants an AiO) Customer wants a versatile printer with photo capability? Photosmart C4180 Photosmart C3180* Every printer needs extra supplies: PS C3180, C4180: 343 2-pack, 343 photo pack PS D7360: 363 photo pack

Cross-selling: a PC Opportunity Too?: 

Cross-selling: a PC Opportunity Too? Demos for dv2000 entertainment notebook 26th, 28th August; 2nd September PC World x 50; Comet x 25; JLP x 20; Micro Anvika x 5 Check if that’s your store Is customer also looking for a new PC? Introduce them to our demonstrator “A new PC is a great time to upgrade your printer” PC demonstrator should bring you customers too

Cool, Fun Printer Demonstrations: 

Cool, Fun Printer Demonstrations Remove red-eye using example provided or own photo Change the layout: print two, four or nine photos on one page; passport photos Zoom and crop: find an interesting area on a photo, zoom in, crop, print Panoramic print: choose one photo, select panoramic option and print Borders, frames and colour: select and print photos with borders and change to black and white or sepia Design Gallery: select different effects and print Proof-sheet: where applicable 3D scan: where applicable In-built demo mode on printers and cameras If you have a digital camera, take along some of your own photos (on SD card) to print

Do’s and Don’ts: 

Do’s and Don’ts Do: Keep everything organised Attract people with friendliness and politeness Smile  Don’t: Look bored: be active, even better, be pro-active! Put your hands in your pockets

Preparation: 

Preparation You will receive detailed joining instructions shortly before your date Your HP polo shirt will be posted to you JLP is “business dress” Working hours are 9.30am to 6pm Arrive 15 minutes early Look for the HP demonstrator Find out how to sign in Wear very comfortable shoes: you’ll be on your feet all day!

Summary: 

Summary Find out what the customer wants Tell him/her to buy HP because: HP printers are very fast HP printers don’t waste ink HP printers are really easy to use and have lots of clever features Show him/her how great our printers are

Any Questions?: 

Any Questions?

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