(+44) 161 817 6600
jo@tangerinecomms.com

Tangerine, Giant’s Basin,
Potato Wharf, Castlefield,
Manchester M3 4NB

Topcon Positioning Group

Building a European strategy

The Problem

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.

Our Response

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.

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Impact
  • 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)

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