Ricoh's Production Printing Business Group Launches Advertising Campaign for the Pro C900
WEST CALDWELL, NJ--September 22, 2008--Ricoh Americas Corp. announced today the launch of a new print and online advertising campaign for the RICOH Pro C900, the newest product from Ricoh's Production Printing Business Group (PPBG). Created by Gigante Vaz Partners, Inc., the campaign highlights PPBG's ability to provide a new approach to production printing based on understanding and addressing customers' specific printing needs. The ads are designed to reach key audiences within PPBG's core business segments: In-Plants, Data Centers and Graphic Arts. The new campaign features visuals of customers pondering various printing needs, with creative that touts the product's quality and affordability. In order to encourage customers to consider Ricoh and the Pro C900 when choosing a production device, the campaign's "Think Production. Think Ricoh" slogan positions the RICOH Pro C900 as the solution for critical printing needs such as web-to-print, variable data printing, and document design and production.
The affordability message is supported by the printer's superior performance combined with its extremely low maintenance and ability to co-exist within the current production printing environment. In addition, the RICOH Pro C900 incorporates Trained Customer Replaceable Units (TCRU), which allows customers to replace necessary parts, minimizing downtime and maximizing productivity.
"The new advertising for the RICOH Pro C900 captures the fundamental goal of the product which is to provide a new alternative for customers looking for high-quality color production printing at an affordable price," said Carl Joachim, vice president of Marketing, PPBG, Ricoh Americas Corporation. "We believe this device will enable our customers to compete in an increasingly competitive business environment."
The campaign is running in leading industry publications such as Printing Impressions, In Plant Graphics, Quick Printing and Digital Publishing Solutions with the first ads appearing in August. Additionally, the campaign is being supported through online e-newsletter banners related to those media outlets' Websites.