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Panasonic Corporation of North America - B2B Marketing Campaign

 

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Company: Panasonic Corporation of North America, Newark, NJ
Entry Submitted By:Pappas MacDonnell
Company Description: Panasonic is a leading technology partner to businesses and governments, at the forefront of everything from electric batteries to smart cities to high-tech stadium experiences. Panasonic provides a wide range of integrated solutions across many different industries, including automotive, avionics, energy, food services and hospitality, retail, government, logistics, manufacturing, and sports.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Business-to-Business Marketing Campaign of the Year

Nomination Title: Panasonic North America and Pappas MacDonnell, "Technologies that move us"

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Initiative Summary

A transformation of the Panasonic brand in North America.

For almost 100 years, Panasonic had been known as a leading consumer electronics provider. But by 2016, this perception was out of sync with business reality.In fact, 95% of Panasonic’s revenues in North America were in B2B markets.Instead of propelling the business forward, brand perceptions were holding it back.

Situation Overview

McKinsey recently identified 12 disruptive technologies that have the potential to create trillions in wealth for businesses over the decade ahead.Panasonic is a significant player in 9 of these technologies, from renewable energy to advanced robotics to the Internet of Things, and is well-positioned to integrate these technologies into innovative solutions that change the way we work, live and play. But B2B customers were not aware of this.To take advantage of the massive opportunities presented, Panasonic needed to bring a new brand narrative to market.

Customer Needs

Panasonic’s primary target is the Chief Technology Officer in organizations that build things—automobiles, airplanes, manufacturing, construction and utilities, retail outlets, entertainment venues, and smart cities.CTOs drive the innovation agenda of their organizations, designing cutting-edge experiences that appeal to tomorrow’s consumer.

Our research showed that these technology leaders were much more aware of Panasonic for consumer products than B2B, for products vs. strategic solutions.And they had little understanding of Panasonic’s vision for the future.

Execution

The initiative included the following components:

-Agency search: Culminating in the hiring of Pappas MacDonnell.
-Customer and stakeholder research: Interviews with Panasonic NA executives, customers, and partners.
-Brand platform development and testing, and message architecture: Developed and tested three alternate platforms. The new platform, “Technologies that move us,” was inspired by a) Panasonic’s brand purpose to improve the lives of people around the world and further the progress of society, and b) the innovation Panasonic is harnessing as a leader in nine disruptive technologies.
-Employee communications program: Including a launch event to evangelize the new brand platform among employees at Panasonic’s North American headquarters.
-Customer communication plan and campaign execution: News conference at CES; new brand campaign site and content across 8 industries and 4 cross-industry solutions; digital advertising campaign.

Business Results

The initial 4-month flight of “Technologies that move us” generated a significant shift in brand perception and high levels of engagement with customers and prospects.

-67% increase in awareness of Panasonic in B2B markets
-29% increase in awareness for Integrated Solutions
-69% increase in site traffic for PNA Business websites
-45-49 point gains in purchase intent for those aware of the campaign vs. those not aware
-2,000 hours of solutions videos viewed each business day
-4,500+ solution and industry e-book downloads

Summary

Panasonic adapted a new brand narrative in North America that for the first time truly articulated its future vision.This insight and the response in the market is not only transformative to the brand, but the way Panasonic now engages with its customers.

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Lauren Sallata is Chief Marketing Officer, B2B and B2G Marketing & Business Development, Panasonic USA.

Lauren is a versatile modern marketing leader with expertise in strategy and execution focused on growth, sales alignment and customer engagement to drive exceptional results. She has wide experience in leading data-driven marketing initiatives that ensure brand awareness, best-in-class marketing technology strategy, pipeline growth, revenue generation and client engagement. Lauren has industry/vertical expertise in Public Sector, High Tech, Telecommunications, Health & Human Services and Transportation and global experience supporting teams in APAC, LATAM and Europe. Prior to joining Panasonic, Lauren was VP, Business Development & Marketing for Xerox and ACS, a Xerox acquisition.She has also served as a senior marketing manager at Verizon Business.