Eastman Kodak Company chose Catalyst, a Rochester, NY-based direct and digital marketing agency, to launch their acclaimed KODAK i4000 Series Scanners. According to Kodak, the groundbreaking scanner is faster and more durable than competitively-priced models and can potentially lower total cost of ownership by up to 59%.
"This product is big news," said Catalyst account director Frank Magnera. "It promises to reshape the scanning industry in a big way. We needed a big idea, something that could cause a disruption in the marketplace. 'The Shape of Things to Come' spoke to the product's potential to redefine the scanning industry.
"Because it was a major introduction, we wanted to get people talking about it, online and offline, before the product was launched," Magnera continued. "We started with an email teaser campaign to create excitement and engagement. The email drove prospects to landing page where they could sign up to get relevant industry content, third-party educational materials, Webinars, and regular product offers. They could also share this content on Facebook, LinkedIn and Twitter. We then launched the product with an integrated direct, digital and mobile marketing campaign that linked to a content-rich microsite. The microsite offered video, flash, high-octane imagery, a contest, and a downloadable independent report from Forrester Research, Inc."
He also said the product launch is also supported by an ongoing sales lead nurturing program. "We developed an ongoing series of communications to keep prospects who weren't ready to buy interested," he said. "We continually offer new information to further educate them, move them along the pipeline, and keep the Kodak brand top of mind."
Magnera believes Catalyst's extensive knowledge of the digital imaging industry coupled with strategic expertise were key reasons for winning the business. "We have a 20-year track record of successfully marketing imaging products," he said. "We're pleased Kodak has put their trust in us."
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.
