HP Teams with Trump on Printer Payback Promotion

Hewlett-Packard (HP), the world’s largest technology company, unveiled its HP LaserJet Pays You Back global marketing campaign to illustrate the cost savings, which the company pegs at up to $2,500 in less than one year, that are possible when using an HP color LaserJet multifunction printer (MFP). The worldwide campaign includes a number of channel retail sponsors such as MicroCenter, Office Depot, Quill and Staples, as well as celebrity sponsors Ivanka Trump (daughter of The Donald) and Bill Rancic, the first winner of the first season of “The Apprentice”.

The campaign is designed to illustrate the returns available from HP’s LaserJet MFPs. The savings are based on printing 50 copies of a brochure (double sided and on special glossy media) 12 times per month compared to average retail copy shop pricing. HP said companies see additional savings from Instant-on Technology, two-sided printing and the company’s Smart Web Printing technologies.

HP also unveiled a microsite featuring a savings calculator, peer reviews, detailed product information and special offers for LaserJet MFPs. With the savings calculator, customers can select an HP LaserJet model and generate a report showing how long it will take for the printer to pay the customer back in money saved and offset the original hardware investment. The company said it also plans to provide channel and retail partners with in-stores destinations providing access to the savings calculator.

Earlier this year, HP upgraded the color LaserJet printer line with “plug and print” technology that allows customers to begin printing in as little as two minutes by connecting a netbook, notebook or desktop PC to the printer with a USB cable. The printers also include Auto-On Technology, which senses activity, such as when a print job is sent to the printer, and awakens the device automatically from off mode.

“Upgrading to an HP Color LaserJet MFP is like trading in your gas guzzler for a hybrid that pays for itself in gas savings and then continues to pay its owner after that,” said Ron Coughlin, senior vice president of LaserJet and enterprise solutions for HP’s imaging and printing group. “The campaign helps demonstrate how HP LaserJet printers are an investment that keep giving back to your business.”