Puneet Datta
Assistant Director – Marketing, Canon BIS
One campaign that particularly comes to mind is the ‘Customer testimonial ATL campaign’. This was one of the few campaigns, which due to a composite marketing strategy, strategically helped in creating a pull and increased Canon’s brand awareness through spreading the message about Canon being the leading technology provider in the imaging industry. The campaign was specifically built around Canon’s existing strong customer base wherein, the select customers were projected as the brand ambassadors of the products. The customers spoke about how the product was beneficial to the organisation and how the product had provided them great RoI. Thus the campaign was successful in showcasing strong relationships with existing customers and in establishing Canon’s technology prowess.
Assistant Director – Marketing, Canon BIS
One campaign that particularly comes to mind is the ‘Customer testimonial ATL campaign’. This was one of the few campaigns, which due to a composite marketing strategy, strategically helped in creating a pull and increased Canon’s brand awareness through spreading the message about Canon being the leading technology provider in the imaging industry. The campaign was specifically built around Canon’s existing strong customer base wherein, the select customers were projected as the brand ambassadors of the products. The customers spoke about how the product was beneficial to the organisation and how the product had provided them great RoI. Thus the campaign was successful in showcasing strong relationships with existing customers and in establishing Canon’s technology prowess.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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