Brother is launching a multi-million campaign push to build out its brand presence in the SOHO/SMB inkjet market across Europe.
The investment is part of an ambitious strategy to increase market share on the back of growing demand for reliable, quality inkjet printers and the strength of Brother’s existing and new inkjet line-up.
A key objective of the new campaign is to build brand perceptions around the ease of use and durability of Brother printers. For channel partners, this will unlock opportunities to sell (and upsell) on quality, even for everyday printing needs in smaller settings.
Matthias Schach, Director Brother Europe – Sales & Marketing, explains: “We’ve got an incredibly strong inkjet offering that gives teams in SMBs and SOHO customers exactly what they need: reliable, easy-to-use printing time and again. Our resellers and channel partners are fantastic at selling our printer technology, making us number 1 in A3 inkjet, mono laser and colour laser. The opportunity in our sights now is the sizable A4 inkjet category, where lack of awareness is holding us and our resellers back. This major campaign is here to fix that, helping channel partners sell today and grow with us tomorrow.”
The campaign is being backed by significant, multichannel media spend in 15 European markets, a first major campaign burst will dramatically increase visibility of Brother as an inkjet brand – across multiple touchpoints and with memorable, emotive creative.
Under the banner “More time for life” the campaign will be seen by SMB and SOHO audiences on their favourite social platforms and websites, as well as out and about and on streaming services.
The creative will be focused around three hobby-themed short films, each showing how the core qualities of Brother inkjet printers – reliability, durability, efficiency and ease of use – give people more time to do what really matters to them.
Matthias concludes: “In addition to building brand awareness and perception, we are using the campaign to optimise the whole buyer journey and give our partners primed customers that are ready to buy Brother inkjet printers. My message to the channel: We are doing more of the heavy lifting to help you sell.”
For more information visit https://www.brother.co.uk/
