Why This is Relevant:
It demonstrates how to launch a new product in a multichannel B2B environment.
Challenge:
Kodak wanted to launch its groundbreaking i4000 Series Scanner to a B2B audience of document/content management, IT and purchasing professionals in paper-intensive industries. Their goals:
- Create a disruption in the marketplace
- Generate excitement and awareness pre-launch
- Present the value proposition and engage prospects
- Competitively differentiate the product
- Present compelling offers to drive response
- Identify near-term sales opportunities and distribute to the channel immediately
- Nurture prospects without immediate needs through the sales cycle
Insight:
Buyers want to improve efficiency and save money ... but what emotionally drives their buying decision is the need to be a "hero" and look good to their boss.
Solution:
Integrated multichannel program focusing on business benefits and plug-and-play ease of use … branded as innovative and “smart” -- the shape of things to come:
- Teaser pre-launch and launch emails with PURLs
- Full color mail
- Content-rich microsite with third party industry news, educational material, product offers, video, and a free, downloadable independent report from Forrester Research, Inc.
- Mobile -friendly microsite and opt-in for mobile updates
- Share links to social media, including Facebook, LinkedIn, Twitter
- Online banners
- Reseller “campaign in a box” with email and mail templates and website bug
Customer-centric lead nurturing program:
- Monthly e-based and mail-based communications to prospects not currently in the market; drive back to microsite. Unique versions based on type and level of engagement
- Continuous fresh, relevant microsite content, including third-party research … every visit is new. Goal: become a wise counselor and establish credibility
- Streamlined, database-driven process to push leads along sales pipeline
- Lead scoring
Results:
23% lead rate
Extremely high site engagement:
- 1 in 2 mail direct mail respondents who visited the site filled out a form
- 1 in 3 email respondents who visited the site filled out a form
- Average page views 5.7 out of 6
- Average time on site over 3 minutes
- Under 1% bounce rate
About Kodak
As the world's foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives. To see the i4000 series in action, visit www.shapei4000.kodak.com. To learn more about other KODAK Products, visit www.kodak.com.
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
