The R.O.I. Group
Return On Imagination.
Toshiba Copiers A Brand Awareness Story. Product Copiers Problem Toshiba suffered from low brand awareness, little preference and no brand imagery in a category full of parity products. Overshadowed and outspent by major competitors – Xerox, Canon, Sharp and others – the challenge was to improve brand awareness, generate consumer demand and create preference among independent office products dealers. Strategic Insight Copiers are a low interest category typically associated with negative emotions. Buyers and consumers only think about copiers when they breakdown; and, then all they want to do is kick the machine. Buyers are interested in four key product attributes: • Dependability • Speed • Affordability • Durability Strategy Focus messaging on product performance; in this case, the four key product attributes. Link Toshiba to these attributes by using high profile performers who personify each particular attribute. Tactics TV, radio, print, collateral materials, dealer trade ads and promotions. Target Audience Specifiers and purchasing agents in Corporate America, office managers in small- and medium-sized businesses, independent office products dealers. Budget $6 million Results • Brand awareness up 12%. • Brand image and perception up 23%. • Sales up 3% above CAGR. About This Ad This ad was part of a national brand awareness campaign and used high profile performers to personify key product attributes. In this ad, Florence Griffith Joyner, the fastest woman in the world, was linked to the attribute of copying speed. Flo Jo captured three gold medals in the 100 m, 200 m and 4 x 100 meters relay. She still holds world records in the 100 m and 200 m. To view more campaign samples, click “Gallery” at bottom, left. |
