THE CHALLENGE | A Clear Strategy gets Results
Mitsubishi Electric Factory Automation, part of one of the world’s leading manufacturers of electrical and electronic products, asked BCM Agency in collaboration with Oyster Studios to devise a marketing campaign to promote their products and services to the Food & Beverage sector.
THE BCM APPROACH
BCM Agency reviewed Mitsubishi’s core values, market proposition, product range, current customer database and existing marketing channels in order to devise a high value content campaign which would communicate with new and existing customers utilising both digital and traditional channels.
Strategically our aim was to reposition Mitsubishi Electric from a product offering to a service solution within the Food and Drink sector, where a major issue of 'downtime' had been identified. Key decision makers within the production environment of leading food and beverage manufacturers would be targeted to position Mitsubishi as a long-term partner.
In order for Mitsubishi to generate in-bound leads and interest and discussion about their products on social media, creating high quality content and generating exposure were key.
BCM Agency promoted a white paper detailing the true cost of downtime, which was timely and relevant for the food and beverage industry. This along with other case studies and news items were then successfully marketed using a balanced mix of advertising, direct marketing and content marketing activity targeted to the correct individuals.
To ensure consistency and maximum exposure, the campaign was delivered via email, direct mail, Twitter, LinkedIn and Mitsubishi’s own website. All components clearly communicated and reflected Mitsubishi’s core values and reinforced the perception that they are innovative and market leaders.