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 key target accounts and built a comprehensive messaging framework. The data team built core-target data profiles and ensured all essential contacts were included. PAs were called to confirm accuracy. Weekly reports kept sales teams informed and helped modify calling techniques where appropriate. Calling was always in the local language, by native speakers. Weekly reporting and calls to in-market sales teams ensured that all Canon's salespeople were brought into the process, informed and ready to transform leads into actual sales. A dedicated microsite contained case studies, reports, research and additional details of Canon's offering. Personalised nurture emails were developed, with additional clarity, detailing meeting agendas and keeping the programme visible. This was an approach that was all-encompassing, cost-effective and delivered real results; that could be managed centrally, but offered a local touch.

How did creativity bring the strategy to life?