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Innovative production scanner is heralded as “The Shape of Things to Come”
ROCHESTER, N.Y. (Profitable.com) 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 Forrester report valued at $500. We actually licensed the Forrester report and gave it away for free.”
He 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.”
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.
Catalyst (www.catalystinc.com) combines innate curiosity and inquisitiveness with hardcore analytics and a measurement mindset to deliver a 3-D view of customers, online and offline. We call it Science + Soul. Headquartered in Rochester, NY, our clients include Assurant Health, Bausch & Lomb, Eastman Kodak Company, GE Money, The Goodyear Tire & Rubber Company, ITT, and Valvoline, among others.