Branding Initiative Increases Revenue & Customer Loyalty
Learn how CenterStage helped a mid-size Printing & Imaging Value-Added Reseller increase sales revenue and customer loyalty by offering a branded, eco certification program.
Small and Mid-Size Business Offices
This mid-size Printing & Imaging Value Added Reseller offered a variety of eco-friendly products and services, but despite the environmental benefits and the cost savings associated with them, customers weren't choosing these solutions.
The client decided they needed to repackage these products and services into a program. The program had to be easy to pitch and easy to implement and the program had to emphasize cost savings.
Steps To Achieve Goal
First, the client needed a name that would encompass both the economic and ecological benefits of this program, and have good "fit" with the client's portfolio. The name ecodoc was created, pitched and agreed upon after careful consideration and research. It was also trademarked by to protect the client's investment in the newly created brand name.
Next, the key elements of the program needed to be decided. They were to be simple, achievable and easy to administer. The group decided that a certification program would encourage clients to consider all the options and would provide recognition for their effort.
One of the first elements of the certification program was to emphasize use of recycled supplies, particularly remanufactured toner as an alternative to OEM supplies.
Next, the program included energy reduction strategies associated with equipment. One of the most common culprits of energy usage is old, outdated equipment, so consolidation was an obvious component of the program.
Once consolidation was complete, the focus was on equipment. Customers were given two choices 1) replace outdated equipment with new energy efficient equipment or 2) participate in a managed print services program. Managed print services offered customers new energy efficient equipment without having to make capital expenditures since customers only paid for what they printed so this became the third element of the program to consider.
Lastly, since the company regularly conducted an audit when working with clients, the last component became streamlining business processes. Audits often lead to instant productivity improvements and were positively regarded as a value added services for equipment resellers.
Thus, the four key components of the ecodoc certification program became:
The ecodoc mission: To reduce the economic and ecological impact of office printing.
Businesses who implemented the ecodoc program were given a certificate of excellence award that could be displayed and/or promoted within their local communities. A web site and ecodoc brochure were created to promote the program.
Businesses who completed the ecodoc program saw immediate costs savings. The program lead to ongoing positive relations between the client and their customers.
As far as client sales, ecodoc lead to an increase in sales of remanufactured toner and eco-friendly printers, copiers and managed print services.