Xerox ramps up its advertising

In the 1960s Xerox came to prominence as a manufacturer of photographic paper and equipment when it introduced the first one-piece, dry-paper photocopier – the Xerox 914.

Since then the company has traditionally been viewed by the public as a large copier company with Xerox becoming commonly used as a noun for photocopying. For example, in July 2004 the UK education secretary Charles Clarke was accused by the Conservatives of ‘Xeroxing’ their own education proposals. As a consequence it has sought to transform its image and alter how its name is used.

The need for a new brand advertising campaign came in 2000 when the Xerox Corporation experienced financial problems and went through a period of strategic change. The result is a brand campaign which acts as a manifestso from various company’s (Audi, NASA, Microsoft etc.) and demonstrates their recognition of Xerox as a strategic long-term partner.

David Millican, head of communications for Xerox in the UK, comments, “We recognised that we were perceived by the public and competitors as a stable, yet static box-provider of printers and photocopiers, which did not correspond to our portfolio of offerings.

“We wanted to use the new branding advertising and new logo to show that Xerox had now become a heavyweight brand in document business process consulting, printing and outsourcing,” he adds.

Friends in high places

Recent partnership with big brands in various industries include telecommunications, automobiles, financial services and aeronautical, and Xerox aims to show it is leading the way in offering technically advanced products and services to a range of prestigious brands.

It has partnered with companies such as Lloyds TSB, BT, Microsoft, Siemens, Renault, Audi, O2, NASA and Virgin Atlantic for advertising purposes. A byline reads: “there’s a new way to look at things” and a mini case study describes the specific solution that Xerox provided. The case studies tell brief stories of how Xerox technology and services help specific corporations and organisation to improve business or better manage information.

The adverts are placed in the business sections of broadsheets including the Financial Times, the Telegraph, Sunday Telegraph and magazines such as Time, the Economist, Management Today, Director, Spectator and Business. Aimed at senior level executives, managers and IT professionals – many of these brands would not normally choose to advertise in these publications. For example, Renault and NASA traditionally do not advertise in the business sections of national newspapers, and this only helps to boost the image of the partner brand and enhance a positive relationship between the brand and Xerox.

Reap the rewards

Feedback from the advertising has been positive suggesting that activity may have successfully strengthened brand, providing it with greater unaided advert awareness and a greater share-of-voice.

Millican explains, “There have been several directional shifts of Xerox’s personality through its association with important brands: now it is viewed as dynamic and innovative.

“The campaign has transformed us from a box provider to a services and solutions company,” he adds.

By advertising its strategic partnerships with prestigious brands Xerox has successfully altered how it is perceived in simple and striking images with its key customers. As Xerox continues to evolve as a business so will its processes, customers and thus its brand, for this must depict the correct and current impression to customers. In order to maintain its position as global leader in technology, document management and consultancy, the brand needs to be associated with excellence, innovation and reliability.

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