Daikin Marketing Awards highlight synergies
Daikin Europe N.V. (23/10/2006)
On 6 October, Daikin Europe affiliates assembled in Prague for the 2006 Marketing Forum where 5 Marketing Awards were given.
On 6 October, Daikin Europe (DENV) affiliates & representation offices assembled in Prague for the 2006 DENV Marketing Forum. The Forum is an excellent opportunity to present marketing plans for the coming year and exchange views and information on practical case studies. There was also time for further exchanges and networking at an informal level.
At the Forum, Five Marketing Awards were given by DENV to some of the successful initiatives. Criteria included originality and efficiency, and the capacity to achieve important synergies between the marketing efforts of DENV and those of the affiliates. A look at the five winners.
Press and advertising photos for all affiliates
For the previous two years, Daikin Germany (DAG) had photos made for its press activities related to the residential market. In a second step together it then acquired all photo rights and distributed the photos to the DENV sales network.
This year, DAG took the concept a step further. DAG developed the photo concept and briefing, and supervised the photo shoots. DENV handles distribution to the affiliates. An easy and cost-effective way for all affiliates to benefit from regional photo shoots!
Optimal use of literature
Previously, Daikin UK (DAUK) used a combination of DENV and locally produced documentation for its marketing activities, sometimes resulting in inconsistent branding, extra creative and production costs and greater chance for error.
This year, DAUK deployed its Cross Border Literature Project: the electronic files received from DENV are fine-tuned according to an established procedure, resulting in better, more consistent documentation tailored to UK market needs and campaigns, at huge savings. The result: stronger brand awareness, a more distinct Daikin UK profile, nothing but praise from those within and outside the organisation and a huge reduction in printing cost!
Annual product launch
Each year Daikin Belgium organises a product launch targeted at a wide range of publics (dealers, architects, installers, press …). The launch is a day-long event that involves a dynamic combination of stands, workshops and awards. Each stand focuses on a specific product, allowing the right combination of product display and specialist expertise to be on hand. Interesting items and hot topics can be addressed in workshops, and at the end of the day visitors are rewarded with incentives and awards are distributed to the Best Salesman and Best Technician.
A combination of DENV and local materials is used for the annual project. These are also made available to affiliates and independent distributors within the Daikin Europe network.
Launching Daikin Altherma: creative use of support
Daikin France (DAF) is one of the key markets for Daikin Altherma, Daikin’s heat-pump based heating solution. The new product was launched using a combination of DENV Communication Tools (modular stands, selection software, data books, etc.) and complementary local materials.
The launch involved the elaboration and analysis of the target markets, a strategy, actions and evaluation. This dynamic combination resulted in printed material and displays ready to be used at key events this autumn, including a press visit to 12 homes equipped with the new system.
Mobile showroom: Taking Daikin on the road
Daikin Central Europe (DACE) needed a tool to allow installers to get in touch with prospective residential customers. Following the example of DAG, DACE developed a mobile showroom, offering local dealers the possibility to see and demonstrate the latest Daikin products.
The mobile event, called “Perfect C°mfort on Tour,” has resulted in increased brand awareness as well as positive feedback from dealers, consultants and end users. Other affiliates are also able to make use of the mobile showroom.
These awards and the Marketing Forum in general underline the ongoing progress being made by the various marketing departments in working together to create a consistent brand image and remain cost effective, by sharing not only ideas and experiences, but also the concrete results of work already done.
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