You have a first-class product that's proved itself on the market for 18 months. You've run some solid direct mail campaigns around, it and they've helped you capture 40 percent market share. Should you stand pat and send the same lead generation effort out again?
Not if you're the marketing department in charge of the B-to-B campaigns at Canon U.S.A., based in Lake Success, N.Y. For the Canon imagePress C7000VP, it worked with the creative agency Magicomm, which helped create the slick 10-1/2" x 4" self-mailer enclosed in a plastic sleeve and sent to a list of around 7,000 commercial printers, educational institutions, publishers and print service providers. "We had a really targeted list that we were focusing on that gave us a lot of information on our prospects and that talked about the type of devices they had, so we really wanted to make sure we made it as relevant as possible as well as go beyond the personalization of the name," describes Forrest Leighton, senior manager at ISG Production Systems for Canon U.S.A. (Archive code #812-171835-0901).
On the back of the mailer, the prospect's company name is cleverly personalized above the words "Strength-Building Program" and an image of a barbell being hoisted. On the front, it shows a small sketch of a digital press next to the copy, "Give your printing operation the muscle it needs. Learn how at our FREE WEBINAR SERIES."
The webinar is where Canon wants prospects to end up, thus it consciously does not overwhelm prospects but instead gives them just enough information to encourage registration. "We definitely kept the content minimal because we wanted to drive people to attend the webinar," explains Joseph Schember, marketing associate specialist for ISG Production Systems at Canon U.S.A. "We didn't want it to be just a product introduction with a bunch of specs."