Topcon Positioning Group
Building a European strategy
Topcon Positioning Group, a specialist provider of geospatial technology for the construction and infrastructure industry, is a subsidiary of Topcon Corporation, operating in over 26 countries and employing over 4,900 people.
The business needed to define a marketing strategy and working practices that would be translatable across different territories to align messaging and strengthen the brand proposition across markets.
Since 2017, we have acted as consultants to Topcon’s European marketing team, setting and driving the strategy for the marketing of the business’ ground-breaking technologies to major global contractors and infrastructure specialists.
Our focus is to raise awareness and understanding of the brand through consistent messaging across all European markets. We work closely with the global corporate communications team to ensure this is co-ordinated and reflected in messaging development, tactical event support and insight-led media and advertising management. These activities are tracked and reported to the leadership team in the form of a monthly universal evaluation.
We operate and are considered as an extension of the Topcon marketing team, sharing best practice to help subsidiary marketing teams and agencies work closely together to implement the overarching communications strategy. Reporting into the Positioning arm of the corporation, marketing activities have supported the business’ 671m USD sales in 2018.
Development and implementation of European communications strategy
Unified approach across all markets, providing counsel to agency partners
Production of global social media guidelines
European and American roll out of successful LinkedIn Advocate Programme
Adoption of campaign approach to launch key products to market (GTL-1000, Automatic Excavator)