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Technology Stocks : Hewlett-Packard (HPQ) -- Ignore unavailable to you. Want to Upgrade?

To: PCSS who wrote (2225)	11/18/2002 6:32:04 AM
From: PCSS	Respond to of 4345

HP Drives Nationwide Campaign for Coors Point-of-sale Promotions; 600 Coors Distributors to Produce Localized Football Marketing Materials Using HP Digital Publishing Solutions PALO ALTO, Calif., Nov 18, 2002 (BUSINESS WIRE) -- HP (HPQ) today announced that its sophisticated digital publishing technology -- including HP Indigo presses and large-format digital printers -- is helping Coors Brewing Company transform its marketing program for football fans nationwide. With HP Digital Publishing Consulting and innovative Web-based software designed and customized by HP and a network of partners, Coors' 600 distributors nationwide now have the ability to create, download and print posters, table tents and other point-of-sale materials that incorporate branded full-color graphics along with customized messaging and pricing for local markets. "HP is working with Coors and other corporate enterprises to create new business opportunities to reach and retain customers," said Bill McGlynn, vice president, HP Digital Publishing Solutions. "With digital printing, customers can incorporate variable data into their marketing materials to dramatically increase both customer loyalty and return on investments." Coors, the nation's third-largest brewer and the National Football League's official beer sponsor, initially approached HP with a request for a secure, streamlined digital imaging system that would help distributors create and print materials to reach local beer drinkers, without jeopardizing brand integrity. "In the past, distributors often resorted to producing handwritten signs and banners in order to customize messages to local consumers," said Ted Glauth, national manager, point of sale and merchandising, Coors. "Using the HP e-Point-of-Sale solution provides a stair-step improvement towards optimizing the quality of Coors point-of-sale to leverage consumer impact. Now we can take a high-quality national brand campaign and tailor it to specific markets, which gives us terrific mileage for our advertising dollars." With the new online marketing program, each Coors distributor goes online, selects a design template, chooses from a variety of high-resolution graphics and customizes the messaging. Users can then print what they need, exactly when they need it, on an HP Indigo digital color press or an HP Designjet large-format printer. According to Bruce Summers, group director of marketing services at The Integer Group, the agency for Coors managing the campaign, the quality and consistency of HP digital color printing has been a pivotal element in the program's successful launch. "Because brand integrity is so important, the ability to control image content and accurately reproduce the various Coors brand colors was a real concern," he said. "But the results have been nothing short of impeccable."