Xerox Imaging Systems: “The Reading Edge” Launch

Xerox Imaging Systems, a player in the high-end scanning and text recognition market and creator of “The Reading Edge”, a product that reads printed text aloud to the blind and dyslexic.

To effectively launch and promote “The Reading Edge” to a blind and/or reading-disabled demographic.

PCG marketed the Reading Edge through direct marketing on radio in markets with a high percentage of the target audience. This is the first time a product of this price point (over $5,000/unit) was ever marketed through these channels.

Resounding success - in the first full year of the program, the campaign generated 6,114 qualified leads in 15 markets at a cost per lead of $61.60.