“Canon 2020 Vision programme”

By Bhavik kothari

Ashish barapatreAditya kapoorJeevan kumarAnkur gupta

Objectives

• To make Canon leading company in the print industry evolution.

• Glocal competition :-To educate decision-makers about the benefits of moving to more integrated, advanced and productive print resources.

• Shift in balance of power:- pressure from businesses to seek ways to cut costs and reduce print volume.

• Enhance customer retention & loyalty :- To target 1,450 commercial and public sector central reprographics departments (CRD) with compelling content as part of a nurture programme.

• To Demonstrate the ‘need to change’.

Target marketBUSIN

ESS(OFFIC

E)

CONSUMERS

(HOME)

CANON

B2B strategy & Execution plan

• Achive TCO :-TMP recommended an integrated approach to use new technology, new business practices, new services to be in shape for the future.

• Improve quality :-TMP positioned Canon as a genuine thought-leader at the same time as promoting Canon’s solutions as well as the business modelling session and educational programmes that Canon were offering as part of its CRD strategy.

Marketing tools Utilized

• A CD-Drive guide with an audio summary of the research report & interview with Canon’s CRD specialist .

• Two page ‘Need to Know’ A brief summary of the overall report.

• Personalised text and html emails.• 10 days of follow-up calling.• 20:20 vision road show invitation .

Result

• The email open rate improved by 54 per cent and click through rate by 1,500 per cent.

• Campaign generated 24 face-to-face meetings with sales as objective was of 10.