HP ink cartridge customers


Love this take from the Sizzle regarding customers who purchase consumables of a brand.

Essentially: the brand considers you as an investment when you purchase a printer (ie they’ll make a return on you in the future when you keep purchasing more ink).

Whilst it’s definitely true (as it is for all companies that sell a loss leader – as most printers are), customers generally don’t like to think of themselves like that.

Food for thought for brand marketers.

Disclaimer: we work with a HP competitor in this exact space. This isn’t a criticism of the HP approach, instead it’s a reflection on the optics.

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By Craig Bailey