For Brother, and every other small office/home office printer manufacturer, consumables are big business.
Bigger, in fact, than sales of the printers themselves. But OEM inks and toners come at a premium price. And with own brand products and the likes of Cartridge World biting into their market, Brother needed to make it clear to their customers why original supplies were best.
In a nutshell, it came down to performance. Non-Brother consumables meant less accurate colour, more streaky prints, smearing, smudging and even long term damage to the printer heads.
But we didn’t want to lecture our audience or blind them with science.
Much better to illustrate the effect of non Brother consumables with series of simple comparisons; give them sub-standard equipment to work with, and even the best in the world will turn in a sub-standard performance.
Simple. Memorable. And original.
Advertising – SOHO (Small Office/Home Office) and specialist business titles
DM – Mailshot to exiting SOHO customers on the Brother database