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Compelling interactive PDF breaks the mold for HP |
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Q&A with Chris Purcell, ISS marketing manager, Hewlett Packard |
XPLANE: What was the business challenge HP set out to solve?
Purcell: HP's Industry Standard Servers group was launching its next generation servers, ProLiant G6, which consisted of 11 new models of servers. The challenge for the marketing team was to create excitement within the industry and
equip the sales force with marketing material that had a "WOW" appeal and differentiated us from our competition.
Above: Page from final interactive PDF
XPLANE: What took place during the initial Discovery Process with XPLANE?
Purcell: We spent a two day workshop in Houston working through why ProLiant G6 was different (what made it stand out in a crowd) - what new features were going to be incorporated and most importantly what was the customer base that
was going to buy our servers. This exercise really made us think about what we wanted to accomplish and how we could get there. Net outcome - it created a solid foundation for all the work that followed.
Above: Blueprint sketch
XPLANE: What was the final deliverable XPLANE created?
Purcell: We ended up with a core customer presentation - an interactive PDF that takes users through all the new compelling value areas of ProLiant G6. It also includes a G6 animation which provides an introduction for sales folks
to use when talking with customers.
Above: Main page of final deliverable
XPLANE: What kind of feedback or results have you received on the project?
Purcell: Feedback on all of the material has been very positive - from industry analysts to the regional marketing teams to the sales folks that use this material for selling. Specific comments we've received include: "This is very
fresh and breaks the mold." "I did not think HP would ever deliver this style of presentation." "This tells a very compelling story." "Wow this is a great way to be able to sell our products!"
XPLANE: What stood out about working with the XPLANE team?
Purcell: Working with XPLANE was a great experience. They enabled us to graphically identify our customer base, which resulted in us being able to tell a much improved story that rippled through every marketing deliverable we
created for the successful G6 launch. They took very complex and technical messaging and turned it into easy to understand and interesting pieces that could be incorporated into all our marketing deliverables.
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