Thursday, October 20, 2011

What? Xerox Does More Than Copiers?

I'm totally loving these Xerox commercials and I'm sharing a sampling with you.  Feel free to watch one or all (thought I do hope you watch all of them) and then let's chat.

Subject Matter Expert

One thing I particularly love is that Xerox is giving credit to each of its clients: Virgin America, Marriott and Ducati for being very good at what they do.  And, Xerox gives them further credit because they want to focus on doing the things they are good at as opposed to the things that, to them, would be distractions.  So, these very smart businesses delegate to Xerox, which is the business process subject matter expert.

Why is this clever?  It's clever because by showcasing its clients, Xerox brings the attention back to themselves.  The best in airplane travel, hotel and motorcycles would of course select the best in outsourced business processes and perhaps their competitors would want to also.  Xerox uses their client examples as de facto examples and endorsements of their services.  It's a lot like someone saying, "But enough about me...  what do you think about me?" 

Spending = Earning

What?  Yes, spending = earning.  At least, that's what Xerox is suggesting here.  In this awful economy, we've all heard how cash rich companies are these days and they all cut their budgets where and when they can.  So, it can be rather a tough sell in the B2B space to outsource functions that can reside in-house because the norm is to decline spending on anything other than things that drive (profitable) revenues.  

Another reason why this is cleverly done because it is, like the subject matter expert point, delivered ostensibly focused on the client but really all about Xerox.  When smart subject matter experts, like Xerox client Virgin America, outsources its call center to Xerox, it earns money because it's training its focus on making flying an enjoyable experience...  When they do that, they'll have more customers who will tell their friends and...  well, you get it. 

Net net: when delivered from the point of view of the client, it becomes less of a sales-y pitchy thing.  It's saying, "Virgin America, Ducati and Marriott are already doing it, so you can do it, too.  Jump on in... the water's fine!"

Who knew?

The best thing about these commercials?  A lovely (and funny) education on how they serve their clients without sounding to education-y.  There is value in teaching but there is danger in being too professorial.  By using humor, they've escaped professorial and they've created memorable.

What say you?  I'd love to hear your thoughts so please do share below and, if you've enjoyed this post, please share with friends.

Parissa Behnia
Idea Chef

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