Growing existing markets
Mitsubishi Electric Factory Automation needed to promote their products and services to the Food & Beverage sector.
Becoming customer-centric
Having reviewed Mitsubishi’s core value and market proposition, bcm realised that brand repositioning was needed to move Mitsubishi from a product offering to a service solution for the F&B sector.
The need to differentiate
A strategic planning workshop resulted in one key differentiator being identified linked to legacy systems, which formed the hook for improved conversion
An integrated campaign
A marketing strategy was devised, supported by a high value content campaign to communicate with new and existing customers. Awareness of Mitsubishi and the service they offer significantly increased, following tactical delivery of a whitepaper, case studies and news items.
Increased engagement, proposition awareness and sales
• Over 67.4K tweet impressions • 230 new Twitter followers, with an average of 10 retweets every day • 1,400 views on the website • 49 downloads of the white paper.