Earnest
Earnest is the award-winning B2B marketing agency that’s chasing out the humdrum in London and New York.
Bringing personality to printers for Canon's MAXIFY range
How do you make business owners see a printer as their next Star Employee?
Canon’s Consumer Imaging Group wanted to increase sales of its printers and scanners into small businesses through distribution and second-tier resellers. But there was a snag: Canon faced heavy competition and didn’t have a clear message to cut through and help its busy sales teams.
We needed to educate and inform the channel and end-users on what Canon could offer. Our insight was that for small businesses, choosing a printer is a bit like hiring a new team member.
So we gave each printer in the range a name, and brought its features and benefits to life as though they were the skills and attributes of a star employee.
We developed an interactive toolkit that included press ads, pull-up banners and a sales presentation.