“Make it matter” is the new tagline for HP. I posted about it in June when the line broke. Creating value in a commodity market is tricky. It can’t be done haphazardly. Finding hard and fast value planks are the key – then they must be banged home. Not with just one ad, with many. Over long periods of time and for the foreseeable future. It’s easy to go off piste with a value program, however.
HP’s Make it Matter campaign appears to be a create value campaign, yet today I read a promotional ad “Buy 2 ink cartridges get one free” and that is not a great expression of making it matter. Not that saving money isn’t important. The ad does not include the new tagline. It does have a highlighted call to action with the URL hp.com/getmore.
Retail and image together are hard to do well. Retail is about how many sales hit the ledge on a given day. It’s shark time. Image on the other hand is about changing attitudes that predispose people to buy. Done well, and image ad can create action, though it tends to be long haul stuff.
HP has enough money to have two campaigns. But I’m just not feeling it. I’m feeling uncertainty here. Once the snow globe gets a good shake – there are lots of things new at HP and its agency – all will settle down. Knock-knock. Peace!