2. 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’.
4. 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.
5. 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 .
6. 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.
