Panasonic Toughbook’s revenue share of the European rugged computer market was 62.6%; a clear market leader. A great position to be in, but because most people who need a rugged laptop already have one, and because Toughbooks are so durable that they need replacing far less frequently than other laptops, achieving sales growth was a challenge!
equimedia’s task was to create and deliver a digital strategy to meet Panasonic’s extremely challenging growth objectives and increase Return on Investment simultaneously. We set out to increase traffic to the new B2B website, build brand awareness of Toughbook within new geographical and vertical markets, increase Toughbook’s overall European market share from a market leading base by achieving 30% growth. Oh, and reduce the cost per response!
We applied our experience of B2C campaigns to the Toughbook challenge; opting for an audience-centric programmatic display campaign, combining behavioural (targeting the individual prospect), site-specific and contextual targeting as well as re-targeting, with a sophisticated paid search strategy to capitalise on the interest created and drive awareness through related searches.
Meeting the Challenges through Paid Search…
The conventional search campaigns designed to capture brand, product number and generic rugged computing searches needed to be complemented with search campaigns designed to build awareness, working in conjunction with the display activity.
Search impression volumes were as important to build brand visibility as well as driving site visits. Ad copy was written to highlight the benefits of Toughbook to particular industries and working environments, ensuring the message received was always relevant. Deep linking was used as much as possible to deliver the user to the most relevant page. We targeted end users who were searching for terms related to specific key industries, computing problems or complementary products such as software. This also included key terms relating to construction computing problems and challenges related to the environment that people work in.
The paid search campaign was carefully managed to mitigate problems such as low quality score for awareness building campaigns. Part of this solution was to implement tailored bid strategies optimised discreetly within each individual country market, which allowed search impressions to be maximised even where campaigns may have had low click-through rates.
Complementing Paid Search with Stimulating Digital Display…
Rather than purely focusing on buying individual advertising space on specific industry niche sites, programmatic campaigns were developed. By using a combination of different networks to reach vertical markets within each country market and using specific targeting and ongoing optimisation, cost efficiency improved month on month and interest in Toughbook increased.