Xerox has created an image for itself as a leader in efficiency and in performing outsourced work. Using B2B marketing, the company has successfully branded itself as the prominent server of other businesses’ technological needs by stressing its ability to make life more simple for its clients. Although this may sound like the typical story of numerous companies who are leaders in their respective industries, the shocking aspect is how they have recently gone about portraying them self in such a manner.
Xerox released several ads this past September in which it markets itself and another company within a 30 to 35 second spot. The ads provide examples of several companies that trust Xerox to handle vital company information and clearly feel the benefit they receive from working with Xerox is well worth the cost. Not only do these ads do an effective job of marketing the Xerox brand, they also provide exposure for its partners (/clients), including Marriott Hotels, Ducati, the New York Mets and Notre Dame University. Furthermore, these clients likely incur a portion of Xerox’s advertising costs in exchange for this exposure.
The advertisements seem to possess widespread appeal as they demonstrate the value of contracting Xerox to provide information management and technical communication services to both large and small businesses. Owners of small businesses may view these ads as messages that contracting Xerox may be an essential step in order for them to grow, while managers of large companies with expensive and inefficient communication and information handling departments may receive the message that contracting Xerox is essential for them to reduce operating costs. Overall, I feel that these dual business advertisements are a powerful innovation and could be quite effective for a number of companies if used in the right context and presented in a simple, uncluttered manner such as Xerox has done.
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