Toshiba Engages nFusion for Integrated Demand-Generation Campaign
Austin, Texas, September 19, 2004 — nFusion Group, LLC, a results-oriented, integrated marketing agency, has been engaged by the Toshiba Digital Products Division to develop end-user demand-generation programs and processes to grow its direct business.
While Toshiba has remained a leader in selling products through its retail channels, it has been less effective in selling computers directly to customers. However, for its new fiscal year, the division has embarked on a progressive strategy to grow the direct business while minimizing the impact on its retail sales.
nFusion was awarded this business based on the strength and depth of its team in substantiating and driving market growth plans through strategic planning, methodology and creative excellence that embraces integrated marketing execution.
“On top of their integrated marketing approach, we’re impressed with the sheer depth of direct experience within the management team and in our category. They just get it and know firsthand how to approach the business goals we’ve set for ourselves,” said Mark Simon, EVP, General Manager, Toshiba Digital Products Division.
nFusion will be designing an integrated demand-generation program that includes print advertising, catalog, online demand-generation activities and a revamped website/e-commerce system. All activities will reflect a “By Design” campaign theme along with a new visual identity. All programs will incorporate a test-and-measure philosophy that will aid in improving the ROI of their marketing efforts.
“We’re honored by the confidence Toshiba management has expressed in awarding us this engagement and are confident that our campaign approach will support the doubling of its direct business while also building preference for Toshiba notebooks among business and consumer buyers who buy from indirect channels — a tall order but we’re on it!” said John Ellett, nFusion CEO.