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Changing the perception of value – swissQprint

swissQprint wanted to build its profile and sales in the UK; however, its machines were often incorrectly perceived ‘as out of my price range’ by many potential clients. Nielsen McAllister was approached to change this view, with an aim to meet an overarching objective that any UK print business looking to invest in a new machine should consider swissQprint.  

How Nielsen McAllister helped

The Background

swissQprint is a privately owned Swiss manufacturer of large format printers. High precision, outstanding performance, exemplary service and exceptional reliability drive its innovation in digital printing.  

Providing the local service and quality swissQprint is known for, the UK office is one of six subsidiaries that support swissQprint’s products around the world. The team wanted to build its profile and challenge the perception that its machines were unaffordable to many of its potential users.  

Nielsen McAllister used PR both to build swissQprint’s UK profile and market share. Working within the global communications plan, tone of voice and branding guidelines, a programme of press releases, case studies and media relations began the process, with a focus on PR changing the value perception.  

The Solution

A PR campaign focused on establishing, raising and then maintaining awareness of swissQprint in the UK. The value propositions focused on ease of use, Swiss quality, total cost of machine ownership and sustainability. swissQprint’s UK team members were promoted as authoritative, innovative voices on a variety of trends and issues in print. 

Case studies acted as proof points in press and social media, demonstrating the range of applications and affordability through a total cost of ownership focus. By highlighting new clients, potential customers could see that they too could afford a swissQprint machine. Many felt that they also did not want to miss out! 

The Result

Employing Nielsen McAllister has yielded significant results for swissQprint in the UK. During the last 18 months, we: 

  • Delivered over 280 pieces of coverage in the UK trade media for swissQprint, reaching a potential 1.9M readership 
  • Promoted user focused case studies that have changed the perception of swissQprint’s affordability  
  • Secured 18 articles and feature mentions across key trade titles 
  • Arranged site visits for key trade journalists 
  • Supported the swissQprint UK open days with PR, photography and video services  
  • Facilitated onsite photography and video  

In return swissQprint UK has increased its market share with the case studies helping to demonstrate the performance and affordability of its machines.   

“From the very start the team at Nielsen McAllister understood our business and our objectives. Working with our global team, its PR and case studies have built our profile across the print sector in the UK.  

“We are extremely pleased with the results and are well towards meeting our objective of ensuring that any business considering a new printer in the UK is now aware of swissQprint,” Erskine Stewart, Managing Director, swissQprint UK.