ONE-TO-ONE MARKETING: Canon business campaign drives product sales

Canon ran banners using Eyeblaster technology for its ImageRunner Series of printer/copier ads on the two sites targeted at finance and administration managers of small- and medium-sized enterprises.

The ads were estimated to have reached over two million eyeballs, according to Stanley Tay, account director of AdXplorer, which developed and ran the campaign for Canon.

Emails were sent to 60,000 users from AsiaOne and Yahoo's databases, directing customers to Canon's microsite for the product, with an incentive offer of up to S$5,000 cash rebate and a Nokia 7650 phone.

Tay estimated a click through rate of 0.25 per cent, equivalent to 5,000 click throughs.

Canon's sales team was able to follow up on enquiries and registrations of interest made through the microsite as the information went directly to the sales department in real time, he said.

Zerlinda Chong, Canon's marketing communications manager, added that the online campaign was a cost-effective alternative to other media.