Maxify - Canon
Get small business owners to purchaseCanon MAXIFY printer.
Get small business owners to purchase Canon MAXIFY printer.
Key findings/ Opportunities
- Many small business are invisible (52% small business are home-based)
- Nearly every household already owns a PRINTER
Reframe the challenge: Get home-based small business owners (S.B.O.s) to upgrade to a Canon MAXIFY.
Target audience “The Mildly Rugged Individualists”
- 84.4% of S.B.O.s are Gen X and Boomers
- They want control, but appreciate help from trusted experts in unfamiliar areas of their business.
Opportunity: Culture shift
The standards of professionalism have shifted. Prior to technology, a business owner was literally the face of the business, and personal appearance was crucial to the credibility of a business. Nowadays, business people aren’t only judge by what they look like, but also judged by their business “brand image” (Ex: company’s site, business card, etc.)
Leverage Canon’s reputation as an “imaging” company to help business improve their brand through tools, supports and education. Craft your image with Canon MAXIFY.
Creative Concept “YOUR CHAOS, COMPOSED”
From an outside perspective, being a small business owner seems fund and easy. The reality is that the life of a small business owner is a life of chaos. Regardless of the chaos involved in the process, the end result and the image presented to clients is all that matters. Canon MAXIFY printers help present a perception of poise and professional confidence, not the reality of your process.
Khuyen Le, Luisa Contaifer, Chane Rennie, Lily Fu, Lexi Kafkis, Devin Altman