Targeting business buyers

Kyocera's ads are pretty low-key and not as focused as they could be. However, the ad on p. 25 of this week's BusinessWeek caught my eye because of the headline: "Kyocera could save you hundreds, even thousands, every year."

This ad almost casually mentions Kyocera's Web-based total cost of ownership calculator (TCO Tracker--along left border of page), where you can see how a Kyocera printer compares to competing printers--not just in initial price but also accounting for ink, supplies, maintenance, etc.

This is a nifty tool to help would-be buyers prove to themselves how cost-effective Kyocera printers can be compared with their current printer brands. Business buyers are "prove it " kind of people, and the TCO Tracker is a good tool for making a bottom-line case. Kyocera has the right media vehicle for targeting business buyers; I just wish the company had made the TCO Tracker the main focus of its ad.