HP DIY Marketing win-win for you & your customers

1. HP DIY Marketingwin-win for you & your customers

2. In a recessionDIY MarketingYou can help small businesses customers REDUCE COSTSandIMPROVE THEIR MARKETINGwith HP printers and supplies

3. Small business in a recession Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources • Small businesses are some of the hardest hit in the recession • Lower sales, tight credit and squeezed cash flow • To survive, small businesses are focusing on two basic areas: • Cutting costs • Retaining sales • How can you sell color printers and supplies in this environment?

4. Selling color in a recession Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources • To sell color printers and supplies in a recession, focus on what small businesses care most about… • Cutting costs • Retaining sales • In-office printing of brochures, flyers and newsletters does both: • Save up to 50% vs. copy shops • Customize and target marketing materials

5. DIY marketing: why you should care Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources $2400 extra per printer • Growth area in a recession • An established market: majority of small businesses doing some DIY marketing today • With plenty of upside: 25% of outsourced pages are < 500 copies • Strong customer benefit, with good profit potential for printer and supplies resellers brochure media paper supplies printer

6. High probability customers Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources • Typically <150 employees • Printing some marketing documents in-house today • Various verticals: • Financial firms • Law offices • Restaurants • Real estate • Car dealerships • Hotels • Retail • Architects • Manufacturers • Others

7. Discovery questions to ask Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources • What types of documents are you printing today? • Do you print your own brochures, flyers and newsletters, or do you send these to copy shops? • Do you customize your marketing materials for tradeshows, customer mailings, etc.? Or is it one size fits all? • Customization improves marketing, and is a key benefit of printing in-office. • What is your typical run length? • For print runs < 500, there is a clear economic case vs. copy shops.

8. End-User Benefits of DIY marketing Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources Small businesses have two clear benefits from printing marketing materials on their own color printers: • Customize your marketing • Gain control and flexibility • Customize for a tradeshow or customer mailing • Avoid generic, long print-runs from copy shops • Print when you need to, and modify for each audience • Save up to 50% vs. copy shops • For short-runs of marketing brochures, flyers and newsletters 1 2

9. Save up to 50% vs. Copy Shops*HP Color LaserJet Printers Print Cost Comparison: in-house printers vs. outsourced (U.S.) on professional glossy papers In-house color printing averageHP Color LaserJet CP2020/cm2320 Copy shop average From Infotrends cost survey, March 09 Two sided color document per copy $0.81 Two sided color document per copy $1. 27 Copies printed 250 Copies printed 250 Total cost $204 Total cost $318 HP customer savings = $114 *Based on average retail pricing for short-run marketing materials. Actual prices may vary. Source: Infotrends Cost of Print Studies, March 2009. HP Confidential 9 8/28/2014 HP Confidential

10. Save up to 50% vs. Copy Shops*HP Officejet Pro Printers Print Cost Comparison: in-house printers vs. outsourced (U.S.) on professional glossy papers In-house color printing averageHP Officejet Pro series Copy shop average From Infotrends cost survey, March 09 Two sided color document per copy $0.64 Two sided color document per copy $1. 27 Copies printed 250 Copies printed 250 Total cost $160 Total cost $318 HP customer savings = $158 *Based on average retail pricing for short-run marketing materials. Actual prices may vary. Source: Infotrends Cost of Print Studies, March 2009. HP Confidential 10 8/28/2014 HP Confidential

11. Objections Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources “I don’t have the skills to create my own brochures.” • Go to www.hpdealerinfo.com for FREE marketing templates and to register for the DIY Marketing Club. “Color printing is too expensive. We can’t afford it.” • For marketing collateral, printing short-runs in-office can save you up to 50%. • Officejet Pro printers = 50% lower running cost than laser printers. • Go to www.hpdealerinfo.com for a list of suggested printers and supplies. “I don’t have the time, I’d rather go to a copy shop.” • DIY marketing is not for everyone. • Spend your time targeting companies that have more interest.

12. Elevator pitch: the one minute sale of DIY marketing Opportunity > discovery > benefits > why HP? > objections > the elevator pitch > resources For small businesses… • This recession provides a good opportunity for DIY marketing. • Save up to 50% vs. copy shops • Improve your marketing. Print as you go, and customize for an industry event or customer mailing. • HP solutions are the most comprehensive of any vendor • create and print professional marketing materials on your own printer

13. Elevator pitch: the one minute sale of DIY marketing Opportunity > discovery > benefits > why HP? > objections > the elevator pitch> resources For additional DIY Marketing resources go to www.hpdealerinfo.com. • Online DIY Marketing Club registration. Only from S.P. Richards/HorizonUSA! • FREE Registration includes a DIY Marketing Sales Tool Kit and more! • End-user version of this presentation available online. • FREE DIY Marketing templates available online. • View a DIY Marketing small business success story online. • MORE!

14. S.P. Richards/HorizonUSA & HP thank you for your valued business.