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TRANSCRIPT
Yokogawa Electric Corporation
BMD-C0008Copyright © Yokogawa Electric Corporation2003/10/01
Vigilance campaign evolution (2)Oct/Nov 2003 (2nd Workshop)
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BMD-C0008Copyright © Yokogawa Electric Corporation2003/10/01
Campaign Evolution Roadmap
Search for our heart &
soul
Articulate our values
Align our actions
1st Rollout
2nd Rollout
Vigilance in mindset and behavior
Vigilance in products and services
What does Yokogawa stand for?
We are here today
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Contents
Vigilance infection continues– Let’s keep the momentum building
Vigilance in products & services– Never a commodity
Spreading the Vigilance message– Reach the customers’ mind
Coming soon– More interactive platforms and focused tools
Completing the cycle– Your feedback needed!
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First contact with the Vigilance virus
EuropeUS
Asia
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Vigilance infection continues!
EuropeUS
Asia
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Vigilance in products & services
Never a commodity!
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Vigilance in products and services
“There is no such thing as a low-interest category; there is only low-interest
marketing.”
Are these really commodities?•Cannot be differentiated?
•Can only be sold on price?
•Really?
Isn’t water a commodity?
•Cannot be differentiated?
•Can only be sold on price?
•Really?
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Vigilance in New Field Products
More intelligence with no maintenance
Vigilance Inside !
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Vigilance in New System Products
Full scalability with seven 9’s reliability
Vigilance Inside !
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Never a commodity
Vigilance Inside !
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Spreading the Vigilance message
Reach the customers’ mind !
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Vigilance on Trade Magazines
May ‘03World Chemical Processing Frontiers (YEF)Chemical Engineering, Power, Control (YCA)HydroCarbon (YCA)Asian Oil & Gas (YEA)June ‘03Heat Treating Progress (YCA)Automation World, Intech (YCA)Industrial Equipment News (YCA)SensorTech (YCA)Control Engineering (YEF)Reed Business Information (YCA)Pharmaceutical Manufacturing (YCA)
July ‘03Asian Oil & Gas (YEA)HydroCarbon (YEA)Intech (YCA)Power (YCA)Control (YCA)August ‘03International Hydrocarbon (YEF)Control Engineering (YEF)Pressure(YCA)Sept. ‘03
Pharma Technology (YEF) Control, Power (YCA)Chemical Engineering (YCA)Asian Oil & Gas (YEA)HydroCarbon (YEA)
October ‘03Control (YCA)Control Engineering (YEF)
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Vigilance through Personal Contacts
Yokogawa Electric CorporationCopyright © Yokogawa Electric CorporationMarch 2003
(Put Customer Logo here) Yokogawa Electric Corporation
Tier 1: Who is Yokogawa Industrial Automation?1 March, 2003
Sales Presentation PostersLeaflets
Success StoriesProduct Brochures
Business Card Holder
Products and Services
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Vigilance on the Web
Vigilance Intro
New corporate frame
Vigilance Web Site Evolution
Consistent Look & Feel
More Interactive, Engaging Contents
Something New
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Vigilance at Trade Shows & Road Shows
Global Initiative, Local Focus
ISA Show
Oct / USA
CIA ShowDec /
Singapore
European Road Show
2004/ Europe
Campaign Movie
Campaign Props
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Consistent & Mutually Reinforcing Messages
Yokogawa Electric CorporationCopyright © Yokogawa Electric CorporationMarch 2003
(Put Customer Logo here) Yokogawa Electric Corporation
Tier 1: Who is Yokogawa Industrial Automation?1 March, 2003
Sales Force<Personal>
Trade Magazines
<Professional>
Vigilance everywhere!
Web Sites
<Online>
Trade Shows & Road Shows
<Offline>
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Coming soon!
More interactive platform and focused tools !
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We decided to be Picasso at first
“Woman with a blue hat” by Pablo Picasso.
We must differentiate !
Adding bells and whistles for minor superiority does not work for us
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Coming soon : Vigilance_Lab
Vigilance as a driver of change - more interactive / synergized Yokogawa IA site
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Vigilance in Specific Vertical Industry
Oil & Gas Task Force Team
Power Group
Oil & Gas Bulletin by YEF on Magazine
Power Industry Solutions
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Completing the cycle
Your feedback needed !
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Completing the marketing cycle
BEAT Team
Regional Marketing/Sales
Web Site
Drive Communicate
Interact / Engage
Implement more engaging,
interactive contents
Feedback customer
reaction and competitive info
Continue enhancement
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Internal portal exists to serve you
Brand Map
Sales tools, design assets
Ad Calendar
Bulletin Board
logon people count
0
5
10
15
20
25
30
35
J un J ul Aug Sept
Yukari Ogasawara
Please feedback your voices so that we can continue to improve!
BEAT Newsletter
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Conclusion
We need your help! Let us...Keep the momentum building Use Vigilance to differentiate our deliverables Reach the customers’ mind through multiple mediaCreate more interactive platforms and focused toolsAnd complete the cycle !
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The Difference - Building the Future TO LAST
Vigilant People Deliver Vigilant Products & Services