Brand communication
For every organization, the perceived image of the company plays a critical in its national and international business scenarios. As a part of my assignments, one of the crucial part was brand positioning and creating a perceived image of the brand as planned globally and defined by the management.
Global Added Value Campaign:
Focus campaign supporting our brand positioning
The background of this campaign is related to our new brand and market positioning. One main objective of this campaign is to shape the image of Endress+Hauser.
Based on our customer retention surveys (TNS TRI*M) we can see that products (instruments) as such do no longer sufficiently differentiate our brand from competition. Consequently, one of the main objectives and thus KPIs is to increase the number of customers perceiving us as a 'Supplier offering industrial measurement equipment, basic and added value services' as well as a 'Provider of process automation solutions and services'.
Activities taken under:
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#empowerthefield storytelling
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Exhibitions - Drinktec, Automation 2019, Biologics
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Customer seminars
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E-mail marketing
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Social media optimization
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SEO/SEA
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Roadshows
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Factory tours
International Level Campaign:
Market positioning as the level expert
If customers think of a level expert they first think of Endress+Hauser. Worldwide. Endress+Hauser completes its portfolio of radar instruments with the 80GHz process radar. With this addition of instrument to our complete radar competence of 113GHz optimizing customer's processes significantly.
The new level products crosses the threshold of perception and communication generates the demand. The communication included application of each wavelength. The communication vehicles used to promote the campaign were:
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Advertisements
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Branding
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Testimonials
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Micro-sites
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Collateral
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e-Mailers
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e-Mail signature
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Roadshows
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Exhibitions
Radar is one answer, but not our only one. We always offer the right answer for each application.
Transformation campaign:
Transforming industries through automation
Around the end of the year 2013, OMRON was a well-sought brand in the Indian market, especially within relevant industries. The next goal for the communication team in India was to shift the perceived image of OMRON from an automation solution provider to industry leader in factory automation helping business in transforming the industries. The concept of the campaign was derived the word 'Transformation' during a cross-functional brainstorming session.
The first phase of the campaign started with creating awareness among the internal audience through internal e-mailers. We introduced the campaign to external audiences through:
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e-mailers
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advertisements
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gifts
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collateral
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branding
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standees
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exhibitions, etc.
The campaign, later on, evolved into 'Transforming tomorrow' as a corporate campaign.
Automation Solution provider:
Establishing as automation solution provider
OMRON in India was recognized for its industrial components in Indian market - mainly switches, relays, timers and other components for factory automation business. The goal was to position OMRON as automation solution provider.
To achieve the desired result, communication was divided in two phases. First phase was to focus on promoting three categories of automation packages - Lean, Stream and X-stream automation solution. The second phase of communication was focused on one platform of automation Sysmac - The one controller, software and network for factory automation.
The focus of communication was on developing application notes, stories and content around it.
OMRON India launch:
Establishing brand OMRON in India
In 2012 OMRON entered the Indian market with its healthcare products and wanted to create brand awareness in B2C domain in Over The Counter (OTC) medical devices segment. By this time OMRON had introduced its other B2B business units in the Indian market. These business units were well established in their domains. The first step, Asia-Pacific communication team decided to take was, capturing a 'share of mind' through a nationwide brand awareness campaign. The central idea of this theme was to promote OMRON as a brand through 'Sensing Tomorrow' messaging.
The first phase included sponsoring marathons organized by Procam international. All the major marathons in India were organized by Procam those days in metro cities (Mumbai, Delhi & Bangalore). The target audience of OMRON Healthcare business was participating and following these marathons. Hence OMRON sponsored this event as one of the title sponsors. Parallelly team OMRON was planning to launch the brand ambassador 'Mr. Farhan Akhtar' as the face of OMRON India. Launch of brand ambassador was followed by Press conferences, photoshoots, TVCs, branding, social media presence, etc.
The second phase of this campaign consisted of participation in 'India International Trade Fair (IITF)' organized by India Trade Promotion Organization (ITPO). Every year IITF attracts over 3.2 million visitors from across the country and internationally. OMRON decided to participate with all the business units in the exhibition by taking over 230 sq. mtr. bare space of stall. The exhibition was 15 days long and visitors' profiles ranged from business visitors, delegates, students, industrialists, SMEs and many more. This exhibition played a major role in creating a brand image of OMRON in the B2C domain. We showcased face detection technology of OMRON and many innovations, which was covered by mainline media and news networks.
Choose OMRON Campaign:
To position as preferred industrial automation supplier
OMRON in 2011 was known for its industrial components business mainly consisting of relays, switches, sensors, power supply units, and control units. OMRON wanted to create awareness around its automation product portfolio and focus on improving its market share. In order to create awareness about the complete portfolio of OMRON, the communication theme had to be focused on products, categories, features and benefits OMRON was offering. The concept of 'Choose OMRON' evolved with the objective of becoming the first choice of its customers.
The campaign was designed from an advertisement concept which was later on translated into internal communication, branding, events, and exhibitions. The next phase of the campaign introduced industry communication, emphasizing industry expertise and application knowledge of OMRON. The format of exhibitions also shifted from showcasing products to the application-specific presentations. The campaign was well received and helped in changing the perceived image of OMRON.