Brother is launching a multi-million campaign push to build out its brand presence in the SOHO/SMB inkjet market across Europe.
The investment is part of a strategy to increase market share on the back of growing demand for reliable, quality inkjet printers and the strength of Brother’s existing and new inkjet line-up.
A key objective of the campaign is to build brand perceptions around the ease of use and durability of Brother printers. For channel partners, this will unlock opportunities to sell (and upsell) on quality, even for everyday printing needs in smaller settings.
“Our resellers and channel partners are fantastic at selling our printer technology, making us number one in A3 inkjet, mono laser and colour laser,” said Matthias Schach, director Brother Europe – Sales & Marketing. “The opportunity in our sights now is the sizable A4 inkjet category, where lack of awareness is holding us and our resellers back. This major campaign is here to fix that, helping channel partners sell today and grow with us tomorrow.”
The campaign is being backed by significant, multichannel media spend in 15 European markets, a first major campaign burst will dramatically increase visibility of Brother as an inkjet brand across multiple touchpoints and with memorable, emotive creative.
Under the banner ‘More time for life’ the campaign will be seen by SMB and SOHO audiences on social platforms and websites, as well as out and about and on streaming services.
The creative will be focused around three hobby-themed short films, each showing how Brother inkjet printers give people more time to do what really matters to them.
