Canon Europe: Where will your vision take you?

This case study describes how Canon, the technology company, used bespoke reports to promote its enterprise services business in Europe.

Canon Europe: Where will your vision take you?

Marketing Practice

The team

Kevin Smith, Carl Rigby, Kate Johns, Tom Upfold, John Marks, Adam Poole, Nikki Paine.

How did the campaign make a difference?

There's a perception that Canon just sells printers. To make the benefits of Canon's Enterprise Services instantly recognisable and compelling, the audience were sent extracts from their own annual reports, marked up where Canon could make a difference. A total of 31 leads and 67 opportunities to nurture were delivered from 193 target accounts.

What details of the strategy make this a winning entry?

The programme selected...

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