When technology doesn't work the way you want, you're often left feeling completely helpless. HRB tapped into this feeling when it helped Zebra, a global leader in specialty printing, develop marketing materials to generate sales leads for its value added resellers.
Instead of developing ads that showed pictures of printers, we decided to give the customers a leading role. We developed a series of ads and postcards that connected emotionally with customers and showed empathy for their problems. Then we let them know that Zebra's VARs are there for them and have the expertise to help them.
By showing customers that they understand their problems, Zebra was able to make a more meaningful connection.
