Digital lead qualification for the world market leader Canon
For the launch of the fastest Canon SLR camera of all time – the CANON EOS-1D X Mark III – we pulled out all the digital marketing registers for the well-known camera manufacturer Canon. And for a good reason! The aim was to generate as many qualified leads as possible and to place the new camera sustainably in the highly competitive market of professional photography and videography. Not an easy task, as there was no contact with the professional photographer / videographer target group up to now.
Our 360 degree package with direct target group addressing in focus
When it comes to professional lead generation and lead qualification, SUNZINET is the right project partner. We were also able to convince Canon of this quickly – with a comprehensive service package that combined workshop, consulting, conception, design, digital marketing strategy, landing page and campaign concept. Also included: the professional creation and maintenance of target group-specific, personalized content. In this way, we implemented an appealing B2B platform within a very short period of time that addresses the Canon business target group precisely, provides comprehensive information and, last but not least, encourages them to buy.
Highlight of the cooperation: Very short implementation time and optimal leads!
From the start of the project to going live, SUNZINET implemented the landing page in just seven weeks! Immediately afterwards we started with the Google Ads and Social Ads campaigns. The ads in the search engines have also been tailored to the target page. This enabled Canon to address the target group of professional photographers even better. Thanks to targeted lead generation, including with gamification approaches, success quickly became apparent. The numbers speak for themselves: We generated over 100 leads in the first month alone! With a click rate of 72%, more than a third of the visitors signed up for the Canon newsletter.
About the company
Founded in 1934, Canon is a Japanese company based in Tokyo. The company is considered the world market leader in the sale of digital cameras with a market share of 45.4 percent (2019). Canon is now the largest camera manufacturer in the world – but also offers many products in the field of digital imaging, such as scanners and printers. In addition, Canon operates video cameras, binoculars, microfilm readers as well as fax and copier machines, among other things. Canon Deutschland GmbH, the first German company branch, was founded in 1972. Canon Deutschland GmbH has been headquartered in Krefeld since 2016.