HP Seeks to Boost Printer Sales

Hewlett-Packard, better known as HP, announced the launch of a $300 million marketing campaign that is aimed at promoting its printer business and all kinds of related services including Web based printing that accounts for the company's most profitable business branch.

The giant computer manufacturing company that currently occupies the first place on the computer market business hired the advertising firm Omnicom Group Inc's Goodby, Silverstein & Partners of San Francisco for the printing promoting campaign that is desired to reach all countries where HP is present and activates. The hired advertising firm has a long history of working with the hardware manufacturer as it is involved in producing ads for HP since 1996. The soon to come campaign will span across traditional media, outdoor ads and online content and it will promote the HP initiative announced in May, the "Print 2.0". "As more and more content moves from the desktop to the Web, HP is working to make printing relevant and meaningful," the company said in a statement and was then cited by the news agency Reuters.

This promoting campaign comes after some of HP's laser printers were found to pose a health hazard to their users, a fact that the manufacturing company promptly denied. As over 28 percent of HP's revenues are coming from its printer business, as well as more than half of its operating income, the success of the advertising campaign is of utmost importance to the company. According to Vyomesh Joshi, the head of the HP imaging and printing business, the advertising campaign is targeting end users, small businesses as well as graphics artists and it puts weight on what a printer can do for its users.

The ads campaign is doubled by agreements with companies like Yahoo and Microsoft that have a strong online presence. Those agreements are aimed at letting users access printing tips, customer support, tutorials and Web based print services for users of the Windows Live Spaces social network.