Kodak Document Imaging -
With the slogan "you press the button, we do the rest," George Eastman put the first simple camera into the hands of a world of consumers in 1888. In so doing, he made a cumbersome and complicated process easy to use and accessible to nearly everyone.
Since that time, the Eastman Kodak Company has led the way with an abundance of new products and processes that make photography simpler, useful and more enjoyable. Today Kodak is a 14 Billion dollar company and is not only known for photography, but also for images used in a variety of leisure, medical, business, entertainment and scientific applications.
From the world's fastest scanners and integrated imaging products to service and support, KODAK Document Imaging creates solutions that meet real-world customer demands. Today, KODAK Document Imaging is meeting the need for high-speed color output, plus integrated imaging technologies that convert digital files to film and back.
Auragen has been working with Kodak for the last 10 years.
Challenges
Due to the indirect nature of the KODAK Document Imaging business Kodak is faced multiple marketing challenges. They needed to build relationships with end users, while working within the indirect sales model.
Kodak required quick turnaround on promotional, direct marketing pieces, and event/tradeshow announcements. And their marketing team was charged with increasing cross-selling opportunities and maintaining a good stream of communication.
Auragen was tasked with resolving the disconnect between point of sale and cross-selling and up-selling opportunities. Kodak needed to maintain a strong communication stream between end users and resellers in order to generate solid, qualified sales leads for their channels.
Solutions
Auragen developed an Online Membership Program to capture reseller contact and segmentation information. The program eliminated printing costs on multi-channel communications by moving most channel communications to email.
A survey form was designed for online data collection of end user contact and segmentation information. These multi-lingual forms were placed on various web pages (international), product registration pages, driver download pages, and used as an entry point to incentives.
The collection of end user records gave both the marketing managers and the resellers an opportunity to connect with current Kodak clients - directing promotional messages and product launch information to the correct targeted audiences.
Multiple newsletters were developed to allow marketing managers to customize messages based on individual segments/channels.
Results
- Membership database growth of 265% in 2 years
- Ability to tie sales/revenue back to specific online marketing tactics
- Newly measured ROI gives marketing managers the ability to make better business decisions using data - not assumptions
- With Auragen's guidance, Kodak DI has maintained a 27%-37% email open rate
- Click-through rates have increased over the years due to more targeted messaging based on increased segmentation
- Qualified lead generation for internal telemarketing team increased productivity significantly (online strategy spillover benefit)
- Ability to drive behavior of the channel by managing end-to-end communication
- Ability to determine cost per lead and forecast more accurately based on tracking leads generated by email marketing
- Ability to build strong end user relationships and effectively manage the behavior of channel partners
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