In the past few weeks I’ve been involved in two major product launch events where I had the opportunity to meet many of our customers. First we launched the Phaser 7800 at an exclusive customer event and then we profiled the new ColorQube at the launch of ECOdirectory, a new website that promotes environmentally sustainable products and services.
The Phaser 7800 launch was held in Sydney and, while we believed we had created a compelling reason for people to attend, we also knew that Sydney can be a difficult city to host events in. Most people commute to work from reasonable distances and when you combine this with the often immobilising state of Sydney traffic and the pace of city work life generally it can be hard to judge attendance rates on the day.
We shouldn’t have been so concerned. Attendance was five times larger than we had anticipated based on the normal industry averages for events of this kind.
It was an amazing result and, at the same time, it was a perfect reminder of the power a strong brand carries. The Fuji Xerox brand has been painstakingly built over many years to stand for innovation, quality and reliability. It is a market-leader by sales volumes in nearly every category it sells in.
So it should have also been no surprise that more than half of our attendees were existing customers. These were people who wanted to continue their involvement with our brand and see for themselves what the Phaser 7800 can deliver.
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