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The Avaya marketing team and the For Dummies custom publishing team created a small trim book, VOIP For Dummies, to be used as a training piece for Avaya sales personnel, partners and customers. The books were used as handouts at conferences, tradeshows, sales meetings and sales calls. Books were available in print and digital PDF download files for additional distribution. This promotion was so successful that Avaya created a For Dummies marketing campaign which has included 12 English language titles with many translations to accommodate its global reach. Avaya has always been pleased with the response that resulted from using the For Dummies brand in our marketing campaigns for our employees as well as customers.
The Avaya For Dummies series of print and digital books not only helped us to reach our customers in the US, but worldwide in a variety of translations. Green Offices For Dummies Guide was produced to educate and facilitate office worker empowerment. For Dummies used FSC approved paper sources and vegetable ink to produce the guide, which effectively formed the ‘call to action’ for the campaign. The Dummies B2B team further supported the campaign with POS material and the provision of the famous Dummies man who created a sense of excitement for Avery head office staff at the campaign’s internal launch. 82,000 Avery branded For Dummies guides were distributed via the London newspaper Metro and through trade partners. The Green Offices For Dummies Guide was so well received by the Metro editorial team that it was given a front page splash on Monday 2nd March, the first day of Green Office.
We were aware of other large corporates targeting the office environment with ‘green’ messages and we needed an angle that would set our campaign apart. Other companies had taken the approach of chastising office workers for not doing enough. Green Office Week needed to support and educate office workers to help create a climate for change. A tie-up with the For Dummies brand was the obvious choice to deliver this. In the fight against climate change, office buildings make a big impact. Hence there is a need to raise the awareness of occupants and firms on sustainable practices as their behavior will have a direct impact on energy consumption.