Richmond upon Thames
January 29, 2008
To support UK communication of its print and document solutions,Canon UK is implementing Neolane to enable automated multi-channel, personalized marketing campaigns.
Neolane, a provider of customer marketing and communication software solutions, has today announced Canon, world leader in digital imaging technology, as a new customer in the UK.
Canon Business Solutions is implementing Neolane to develop one-to-one orchestrated marketing campaigns to ensure a regular dialogue with its customer and target customer base. Neolane will enable Canon to run tightly targeted and personalized campaigns managed internally or via its agency network. Campaigns will be multi-channel including, direct mail, email and events and produced using Canon's flagship digital colour press (the imagePRESS C7000VP), and personalized with Canon's variable data solutions.
Running targeted direct marketing campaigns for Canon's range of business solutions is a complex activity since users and prospects can be clustered by usage, business sector, business size and many other characteristics, meaning the messages that appeal to each cluster varies.
"Neolane will enable us to segment our database and target different customer and prospect types with personalized and relevant campaigns around business advice, product news, user training and promotional offers," said Adam Poole, Head of Channel Marketing, Canon Business Solutions. “Moving away from mass campaigns to precision marketing techniques will help us to build a relationship with our customers and improve the frequency of communication that we have with potential Canon customers."
Neolane will enable Canon Business Solutions to collaboratively develop and control multiple strategic campaigns in-house, from their desk. As well as facilitating the swift creation of urgent ad-hoc campaigns that can be created, targeted, approved and launched by the Canon marketing team. Thus within hours, a short-term market opportunity might be exploited, or a response launched to competitor activity.
"Canon UK is following best practice by segmenting business user types for its business solutions and seeking to target each segment individually, via the preferred communications channel of the customer," said François Laxalt, marketing director of Neolane in Europe. "Using Neolane to automate this activity our customers have significantly improved the success of their customer marketing activities."
He continued: "We are delighted that Canon UK Ltd market leader in digital imaging technology, has selected our software to create its own personalized campaigns. It’s quite an endorsement."
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