AFR Business Case Studies | Fujitsu General: Marketing through celebrity sponsorship

Fujitsu General: Marketing through celebrity sponsorship - Communication

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Communication

An objective with the Mark Taylor campaign was to build greater awareness of the Fujitsu brand among the target audience. The key to this was to develop integrated marketing communications involving advertising, public relations, publicity and point of sales material. Adopting this integrated approach meant that these elements of the marketing mix would work together in a unified way, rather than each of them working in isolation.

The tactical challenge for Fujitsu was to plan and coordinate these elements to help build brand awareness and sales, and to select the most appropriate media to make this happen.

Fujitsu selected television as the most effective communication medium to reach the target audience on a large scale, and to then support this with radio and press advertising. The three mediums were used together, particularly when Fujitsu planned promotions based around educating consumers and encouraging winter sales.

As the target audience included homeowners, Fujitsu also advertised through lifestyle and homemaker magazines - a tactic specifically designed to reach people when they were thinking about doing something to their home.

POS material was designed to remind consumers of the Fujitsu brand and its link with Mark Taylor at that important time just prior to purchase. This POS material, particularly the life-size images, was also constantly in front of floor sales staff in retail premises reminding them of the links between the products and Mark Taylor.