QuarkXPress 7 Sales Campaign Extended

Quark yesterday announced that it is extending its direct-marketing campaign until January 31.

Quark yesterday announced that it is extending its direct-marketing campaign until January 31.

It was launched last month with Banner, a technology marketing agency.

The campaign is designed to drive requests for upgrades and sales of QuarkXPress 7, said the company.

Customers who upgrade to QuarkXPress 7 from any version before January 31 for the standard price (or buy the full product for the standard price) receive a complimentary book of 250 QuarkXPress 7 tips and tricks.

The book is provided in addition to the standard training manual and lynda.com training CD that are in the box.

Quark said its campaign consists of print and electronic direct-marketing, as well as a internet microsite that challenges visitors to show how fast they are through an online game.

The elements are designed to highlight how much faster customers can work using the new features of QuarkXPress 7 and also to promote a book containing 250 tips and tricks available with every upgrade and full-product purchase.

Gavin Drake, Quark's European marketing director, said: "We have designed a campaign that demonstrates empathy for designers, pre-press and output professionals who face daily - even hourly - challenges of impossible deadlines in a multi-channel environment.

Because our customers do not work in a creative oasis, we want to show how QuarkXPress 7 helps alleviate their challenges." Drake pointed out that the 'simply faster' message was incorporated in to all elements of the campaign from banner advertisements to an interactive game.

It was also important to communicate that the message was not just about performance speed, as it was also about the way QurarkXPress 7 users work.

"We see working faster as a key reason to upgrade to QuarkXPress 7," Drake added.

Creative teams from Quark and Banner collaborated to produce the pan-European campaign, which targets 12 countries, including the UK, Ireland, France, Germany, Spain, Italy, Denmark, Sweden, Norway, The Netherlands, Austria, and Switzerland.

Because the campaign is aimed at so many countries, a level of localisation was required during every stage of the campaign, added Quark.

The direct-marketing piece was designed to appeal to designers by demonstrating an understanding of what customers encounter during the course of design, production and printing.

The piece consists of an interactive timetable that takes users step by step through a possible day in the life of a designer, explained Quark.

Mark Roper, client services director at Banner Corporation, commented: "We wanted the campaign to support what Quark is and we also wanted to show the target audience that Quark understands their needs and works hard to develop products that help make their work easier and more efficient.

In addition to our hopes to increased sales and upgrades of the product, we hope that the campaign will be successful in engaging customers with the brand and help them understand what it stands for.".

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