CHALLENGE
By 2009, most brands had gotten to the point where the economic climate demanded that ROI become the main criteria for marketing expenditures. We were challenged to develop an online plan for Ricoh that could deliver value way beyond the banner.
SOLUTION
With an average monthly audience of over 2 million visitors, the CBS Interactive properties represent the largest share — a full 46% — of the Enterprise Technology segment online. Of all the major editorial areas that were being spearheaded by one or more designated writers in what had become essentially a network of blogs, no one had yet taken ownership of the topic of Document Management.
We developed a 360-degree marketing approach combining branding, social media, original content, and traditional banner placement, all designed to make Ricoh the authoritative voice of document management. We positioned Ricoh to participate in — and shape the discussions regarding — everything happening in the space.
We even personified the voice by creating a character named “Doc,” who became a figurehead for the topic, and sported his own blog and profile page.
Elements of the year-long campaign included:
RESULTS
Ricoh received a library of sophisticated content — critical currency in today’s B2B marketing environment — along with positioning as the leader in their category at the most important online destination for the end-user and key-influencer market.
We built a totally scalable, fully-trackable program that has the scope to be the cornerstone of Ricoh’s mar-com efforts for years to come, and which maintains Ricoh visibility and presence all day, every day, throughout the year.
