Changing IT up

Ricoh

The why

Why?

In 2020 and beyond Ricoh IT Services division is looking to establish itself in the European market as a leading provider of Enterprise class IT services and solutions. Whilst this presents a sizeable challenge, given the competitor set, Ricoh’s heritage and brand delivers a degree of cut through. In addition, its credibility and references in this area from other International markets gives authenticity and a position of strength to work from. It needed to rapidly leverage these strengths in a marketing campaign that would create impact and conversation with CIO's at every stage of the sales cycle.

How?

We knew that to develop a point of differentiation and position of strength for the campaign we had to get our hands dirty. The approach had to work at both a practical level for marketing and sales but importantly genuinely resonate with prospects. Getting behind one of the industry's many big themes and chugging out some 'me to' content would not work. We needed an angle.

Conversation quadrant used for Retail Realities Campaign

What?

* Conception of the 'Retail Realities' campaign ID & brand * Copywrite 3 x Insight Papers * Run-on bitesize blog versions * Serialised for Social Media outreach * Social promotional postcards * Develop 'Conversation Playbook' for sales teams * Slideware design

“We needed a new way of thinking about our marketing campaign, an approach that truly embraced how sales teams could activate the content in the real world. Bridge was a breath of fresh air and produced content that was disruptive, challenging and sympathetic to what our sales teams needed”

Kristie Harris, Head of Marketing, Ricoh ITS