Brother said it has created a series of apps intended to help its reseller community and its salesforce.
And to that end, it has given its entire sales force iPads with 3G access intended to help them put the message across about their products to resellers when they’re on the road.
David Peters, who heads up strategic development at Brother UK, said: “Access to our bespoke iPad apps means that our salesforce can easily access our online corporate resources, including those on our partner programme Brother Network, and as a result, provide better answers and a higher level of service.
“Brother UK is living and breathing an agile working culture, which increasingly typifies the working style of many of our partners and product end-users. By investing in the latest technology, we are not only improving our service to our partners, but also showcasing the progress we are making as a forward thinking solutions provider.”
Michael Anderson has been appointed market development manager at Brother UK, with a brief to push its reseller sales.
Brother said that it has a strong product pipeline set up for 2013, and wants to capitalise on sales opportunities. Anderson’s brief is to support its reseller community.
Anderson has been promoted from inside Brother UK – he has worked there for three years, and will look after the development of its channel push, its marketing strategies and customer sales initiatives.
He said: “Brother has strong and successful partnerships with resellers and we plan… investment to these relationships over the next 12 months.”
He will report to Brother UK marketing head James Lawton-Hill. Brother UK has 79 percent of the A3 inkjet market in the UK.
Brigitte labels everything, even her labels. And her post-its. Reminiscent of the Fast Show’s office clown dipped in a large and sticky vat of social anxiety, Brigitte has turned her obsessive compulsive disorder into a way to cheer up the office.
Actually, printing company Brother UK found Brigitte somewhere in a £1.5 million marketing kitty, and it hopes her feverish habit will enourage companies to spend more on its labelling machines. Following a TV campaign last year, Brother UK boasted that label printer sales rose 52 percent.
There’s an opportunity to win a holiday to Mexico – by answering the question at the end of the video – as well as a concerted effort to build online advertising and social media engagement, Brother says.
“Our intention is to shake up the labeling market with innovative and surprising marketing activity that clearly communicates product benefits, but with a sense of humour,” James Lawton-Hill, head of marketing, said.
YouTube user Peepingbotham said: “Keep making clips using attractive women and I’ll (as well as lots of other people) will keep watching, and maybe even even buy a label printer. ATTRACTIVE women, though. Not the one with the tattoos.”
Another added: “She seems very immature to be in management, but very cute, quite like to have seen a full length shot of her, I assume she has OCD, nevertheless adorable!”
A spokesperson for Brother UK told ChannelEye that the video, concept, script and strategy were put together by Manchester-based Code Computerlove, while the film was produced and directed by Chief Productions. “We’ve had a great response to the video so far and a large number of entrants to the competition,” the spokesperson said.