Case Study: Canon Australia

The Brief

Canon Australia is an industry leader in business and consumer imaging and document management solutions. The Business Imaging Solutions Group has developed a number of documentmanagement and workflow solutions that integrate with their broad range of multifunction office automation devices.

Whilst Canon had strong brand awareness for their printer products, they wished to grow awareness of their ‘total solution’ capability and develop qualified sales leads – and not simply generate a response to an offer. 

We were commissioned to design and execute a marketing process that
generated and nurtured new business leads for their portfolio of document
management solutions. These leads also had to be qualified according to
set criteria from Canon, before being deemed ‘sales-ready’.

Canon already had a sizeable emailable database and was keen to maximise the use of this marketing asset in the process.  

The Program

We developed a campaign strategy which integrated multiple communications channels – e-marketing, events, telemarketing, profile-surveys and direct mail. 

These tactics were sequenced and monitored to progress individuals through key stages in the buying process.

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