Research for Brother campaign finds that size does matter
A PR campaign to support printing technology company Brother targeting SME’s has begun, handled by Judge & Howard.
The research-based campaign will run across 19 countries as part of Brother Europe’s €10m pan-European multi-channel campaign to promote its A3 Inkjet printer range which launched earlier this month.
Human behaviour psychologist Professor Richard Wideman has been commissioned by the Manchester-agency to carry out the research, which found that through a Dragon’s Den-style pitch, businesses which use A3 marketing materials appeared significantly bigger, more successful and professionals than those which use A4 prints.
Antony Peart, european marketing communications manager for Brother Europe, said: “We know that positive editorial coverage influences printer purchasers in SMEs so PR has an important role within our marketing communications mix. Judge & Howard proposed a series of human behaviour experiments to highlight reaction to A3 printing which were an ideal fit with our overall messaging.”
Suzanne Judge, director of Judge & Howard, added: “We are building the case for the Brother A3 printer based on strong research backed by the product’s features and affordability. The campaign has so far received a great response from PR colleagues across Brother Europe”.