Toshiba - B2B Marketing

30 October 2015

Group #7
Abhigyan Shivaditya [2B]
Sanish Nair [41B]
Ayaz Khatri [13B]
Dhawal Patel [15C]
Shaily Chauhan [47A]
Dhruva Anurag [16A]
Sahil Shirbate [43C]
 Introduction & Content Marketing
• Though content marketing is typically viewed as a B2C
marketing strategy, Toshiba has proven that it can also help
B2B brands generate new clients from across the globe.

• In 2011, the brand created a “Smart Community” in an effort

to create awareness of its renewable energy solutions. They
optimized their platform for the keyword “smart community”
and invested in a massive SEO campaign to boost their
rankings.

• Their campaign proved to be remarkably effective, helping to

generate 160,000 global followers on LinkedIn through
the Smart Community campaign.

• Toshiba has had other forays into content marketing that

were beneficial in generating new leads.

• Toshiba Global Commerce Solutions offer integrated in-

store solutions which are implemented in 60% of the top
25 global retailers.

• Toshiba created a series of content assets based on omni-

channel retailing including an infographic, checklist,
executive brief and an eBook, resulting in over 19,000
opens, 1,100+ clicks and 309 leads generated.

2|
 Toshiba Global commercial solution

Toshiba Global Commerce Solutions offer integrated in-store solutions which are implemented in
60% of the top 25 global retailers.

Specialties
POS Systems, Self-Checkout Solutions, Retail Store Printers, Retail Store Peripherals, Retail
Software Applications, Retail Store Operating Systems, Retail Store Middleware

How did they market it?

Toshiba created a series of content assets based on Omni-channel retailing including

Infographics Checklist Executive brief eBook Social Media promotion

Results: Over 19,000 opens, 1,100+ clicks and 309 leads generated
Source: https://www-03.ibm.com/products/retail/uk/partners/marketing.html, http://www.toshibagcs.com/sites/default/files/carousel/attachments/2013-01-
11/TGCS%20The%20facts_0.pdf,
3|
 TOSHIBA Connect

Monthly partner
conferences

Partner advisory
council (Top 25
Software Vendors
partners) of various
retail segments

TOSHIBA
Conferences with
Together Alliance Partners
Customers
Commerce

Communication
through social Innovation Partners
media (Youtube)
Branding through
digital and print
leading to 10 million
impressions

Note: ?
* ?
4| Source:https://www.youtube.com/watch?v=FoRC4vuRIuA
 Toshiba and Focus on Customer Experience Shows

Digital Signage Expo ( Las Vegas)

• Initial stage was set using whitepapers about
storage solutions taking large excessive
electricity
• Focus on technology and success
• Sign – up online - exclusivity

International CES
• Satellite Enterprise computers – dock based
stations.
• Extensive use of social media to focus on creating
a “safe, secure and comfortable society”

Experience Evolution
• Extensive use of twitter before and
during the event
• Sweepstakes – free HD DVD
experience if RT

5|
 Toshiba's Notebook for IT Professionals in Canada

Target Segment: IT professionals across Canada in diverse verticals

Multichannel integrated approach:

Direct Marketing Digital Advertising Outbound Telesales Visit Sales

Delivered over 1,000 qualified sales meetings, Direct mail executions delivered 74% recall,
digital executions outperforming typical benchmarks by 200% or more, Vertical market
penetration reached over 20%

6| Source: 360Leads.com ; Article by 5th Business

 Toshiba’s SMB focussed campaign

Get Modern With Toshiba

• A pan-European digital sales and marketing
campaign to support channel partners
working with small and medium sized
businesses (SMBs) launched in April 2014

• In collaboration with Microsoft’s Get2Modern

initiative encouraging companies to migrate
to a more modern operating system such as
Windows 8.1

The 3 pillars of the Get Modern With Toshiba Campaign

Online Media Content Microsite

• Banners Marketing • SMB Microsite
• Signatures • Interactive User • Trade In and
• Landing Pages stories Reliability
• Product Reviews Guarantee
• SMS Blogs and
Articles

7|
 Thank you! Questions?

8|