Lexmark became the first printer company to offer Internet rebates that will result in free printer giveaways on three of its models.
Lexmark announced it will offer mail-in rebates of $100 to $200 when consumers purchase one of four Lexmark inkjet printers and sign up for a year of Internet access through Juno, at a rate of $19.95 per month. Juno is a national Internet service provider (ISP) and is ranked as the second largest dial-up ISP after AOL
The rebates, effective September 7 through January 1, 2000, will be available on the Lexmark Z11 Color Jetprinter, which carries an estimated street price of $99 (plus a $100 rebate for $0 net cost); on the 3200 Color Jetprinter at $149 (with a $150 rebate for $0 net cost); on the Z31 at $199 (with $200 rebate for $0 net cost) and on the top-of-the-line Z51 Color Jetprinter at $249 with a $200 mail in rebate.
In announcing the marketing alliance with Juno, Lexmark VP of sales and marketing Paul Johns said that printing from the Internet is becoming the number-one application for home inkjet users. Johns said Lexmark’s aggressive pricing strategy this year, which includes offering the Z11 1200 dot-per-inch (dpi) printer for $49 after rebate, has helped the company gain market share.
“The Z11 has been a tremendously successful product. Since its introduction at retail it has had a phenomenal growth record, tracking triple-digit growth over last year through July. We’ve moved from a distant number-four to pass Epson and Canon and take over the number-two slot nationally. Our big challenge will be to continue to drive our momentum. We are now paying attention to enhanced marketing to raise the awareness of the Lexmark name.”
Users can participate in the Juno promotion buy purchasing Lexmark printers through Best Buy, Circuit City, CompUSA, Office Max, Staples and Sears.