Real-World Education for Modern Marketers

Join Over 610,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Case Study: How HP Boosted Product Sales 84% by Letting the Blogosphere Run Its Online Marketing Promotion

by   |    |  195 views

Company: Hewlett-Packard
Contact: Scott Ballantyne, VP & General Manager for Hewlett-Packard's Personal Systems Group
Location: Palo Alto, CA
Industry: Information Technology, B2C
Annual revenue: $104,286,000,000
Number of employees: 172000

Quick Read:

Hewlett-Packard Personal Systems Group VP and General Manager Scott Ballantyne simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. He trusted their influence over the market he was hoping to reach.

It was a promotion designed to increase sales for the company's HDX Dragon Entertainment Notebook, and it involved zero advertising and not a single new marketing message from HP. With the exception of a couple of minor stipulations, each aspect of the giveaway was designed by the blogging community for its readers—a risk that paid off in spades.

More than 50 million impressions were registered during the 31-day promotion, leading to an 84% increase in HDX Dragon sales, a 10% increase in overall consumer PC sales, and a 14% jump in Web traffic (comparing the five-week period before the contest to the five-week period after it).


"The results were stellar," Ballantyne said. "Sales went through the roof."


Read the Full Article

PRO Membership is required to access this marketing case study. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
2 rating(s)

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!