A continuous, constant and consistent holistic communication approach - the modern-day nexus points at which the traditional and the digital meet - boosted brand exposure with current and potential customers, considering the spectrum of earned-owned- shared media traversing the LATAM markets.
Roland DGA Corp. is a worldwide leader in sign, graphic arts, vehicle graphics, UV, photography, engraving and 3D modeling industries. Working along with Roland and InfoSol teams, the goal was set: increase awareness-engagement – interaction to reach the different generations of current and potential customers in LATAM.
A multichannel amplification of printing trends was deployed through niche publications, - the darlings of B2B marketing- to gain maximum relevance to their readers sophisticated and deeper messages were crafted for targeted industry professionals, with a particular set of interests, giving Roland’s niche focus content ”teeth” and making easier to explain why they would need its innovative, reliable, and high-quality products.
Through transmedia storytelling (infographics, videos, imagery, etc.) and multiple social media platforms organic micro influencers were nurtured to turn them into brand ambassadors and introducing the brand to a network of potential clients and future referees. ROI was increased making content "searchable" and "shareable“ (sustainable) to accompany the customer journey in its key LATAM markets - wide format commercial printing, screen printing, apparel, promotional products, dental equipment and education.
Opportunity to be seen in media outlets who have the power of the tangible to create impact, establish an emotional connection and improve recall. Campaigns are most effective when print is used with an integrated approach, increases ROI, and engenders greater trust, relevance, reliability, and authority.