The EPSON Big Cashback Promotion by EPSON

Key presentation points:

• How EPSON put a new spin on a tried-and-tested promotional mechanic
• Leveraging the power of EPSON brand ambassador Usain Bolt
• Campaign results and what was learnt

The presentation covers the history of Japanese brand EPSON and its origins as a watchmaker, with a philosophy of existing in harmony with nature, to the brand we know today.

Cashback promotions are extremely popular and successful in the world of consumer electronics but they need to be simple for the customer to redeem, easy to execute for retailers, and standout in store. The EPSON ‘Big Cashback’ promotion was a 6-month promotion (over key promotional periods such as back to school and Black Friday), covered the breadth of the product range with over 120 SKUs, and had simple, bright messaging.

The promotional creative used brand ambassador Usain Bolt, over-sized product photography, attention grabbing colours, and a clear headline across an integrated campaign. The 6-month campaign allowed multiple opportunities for the consumer to see the messaging and a full suite of online assets were produced including digital adverts, social media and events.

The POS suite for use instore included leaflets with more detail about the promotion, stickers and wobblers to highlight the offer at shelf, and large format totems to be seen from a distance. A key piece of POS that is specific to printers was the ‘underlid wedge card’, printed on 2 sides to sit under the scanner lid. Bespoke POS was created for Ryman’s which included header boards and a FSDU, Costco for specific models, and Currys which needed to use their own brand guidelines. 

The presentation revealed that the promotion was a big success with EPSON achieving no. 1 share of the inkjet printer market in terms of value and an extra €2m of revenue generated.

Presented by Vicki Davis, Channel Marketing Manager at EPSON at the POPAI Retail Marketing Conference in London on 27th February 2025.