Kodak b-to-b campaign touts scanner line

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Kodak has launched a business-to-business direct marketing campaign to promote its i4000 Series scanners. Digital and direct agency Catalyst, a longtime Kodak partner, created the effort.

Kodak's goal with the “Shape of things to come” campaign is to introduce a scanner that is cheaper than more expensive models, but of better quality than many consumer scanners. Campaign creative includes e-mail, direct mail, SMS messages and rich media banner ads. Kodak launched the effort June 14 after running a teaser campaign in mid-May.

"We are tying to use this campaign to share the fact that we are moving away from a product play and more into a solutions provider play,” said Mark Neff, director of marketing for document imaging for the US and Canada at Kodak. “We want people to recognize that our products are part of a bigger overall solution.”

Kodak is targeting mid-size and large businesses with the effort, which focuses on educating businesses that are not in the market for high-end scanners but need more than just a consumer scanner. Targeted industries include legal, insurance and medical, said Frank Magnera, the Kodak account director at Catalyst.

“We wanted to make some noise in the marketplace about how the industry is changing and the landscape for scanners is changing,” he said. “This is designed to be an ongoing nurturing effort. It is less about the product and more about finding a solution to a problem.”

The campaign is scheduled to run through this year. However, Magnera said it could extend into 2011.

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