| Dex - Graphic Sciences |
Introducing a new technology in a foreign market. |
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In the early days of facsimile transmission Dex (now a division of
Hitachi)
decided to spearhead its entry into Europe via the United Kingdom.
Industrial fax had until then been used for transmitting weather charts,
but the new, sleek machines from the U.S. were a true innovation.
The groundwork was laid for a major media event and two-day launch at a major London hotel. Invitations were issued to leaders of industry and commerce in the U.K. The strategy was to encourage fax discussion at all levels, and the media was even told about the other players in the market; since Dex had the only product at that time, any interest generated in the topic inevitably led to its machines. Invitations to the launch were followed by an intensive telephone campaign. During the course of the event about 2,000 visitors came to view live demonstrations, which included a link to the Financial Times, the European equivalent of the Wall Street Journal. The introduction was covered by all major U.K. media, trade and technical publications, the B.B.C. and I.T.V. television channels. The event succeeded in creating a high level of awareness in fax and Dex. |