B2B Marketing Gone Digital – Toshiba Telecommunications

Gail Miller, Director of Marketing for Toshiba Telecommunications Division, shares her expertise and insight into the world of B2B marketing in our latest BRANDInsider episodes. As the director of marketing for Toshiba Telecom division, Gail is responsible for multiple aspects of marketing, public relations, and advertising. She is a strategic marketing expert with more than 20 years of marketing experience for Fortune 500 companies; Gail shares valuable and revealing insights on B2B marketing.

Part I: In this five-part series Gail kicks off part one as she shares her role at Toshiba and the products they market , differences in strategies for B2B and B2C buyers, and how B2B companies can use B2C style strategies.

Part II: Miller discusses why everyone in a company should be involved in marketing, how multitasking is key as a marketing director and the evolution of digital marketing in B2B companies.

Part III: Gail Miller provides insight to a collaborative approach to marketing including some examples of what Toshiba Telecommunications is doing in social marketing.

Part IV: Gail tells BI the importance and power of marketing through video, and how Toshiba is using webinars in order to communicate with their dealers. Gail also shares how B2B companies should maximize their marketing efforts on a low-budget.

Part V: Gail shares with the BI audience a few key suggestions from her “Top 10 B2B Tips” and the importance and power of marketing through video, webinars and the ever-expanding use of social media to make a connection and engage with clients. She wraps up with advice on maximizing your marketing on a limited budget.

We want to hear from you! What tip from the interview will you be using to improve your company?

 

The Evolution of Kia Motors America

Kia Motors America has evolved from a quality-challenged product to the fastest growing automotive brand in America. BI sat down with Michael Sprague, VP of Marketing and Communications for Kia Motors America and talked  about the evolution of the Kia brand.

In part I, Sprague talks about Kia’s introduction to the US market and the challenges they faced changing customer’s perception of the, “Kia of the old to the Kia of the new”, according to Sprague.

Part II, Sprague discusses the marketing strategy Kia has employed to launch their latest models using traditional and disruptive marketing methods in order to appeal to their target Gen Y audience.

Part III of the interview, Sprague provides insight on the strategic partnerships Kia Motors America has created with the NBA and with their fan base, using experiential marketing. Not only is Kia the Automotive Partner for the NBA League, they are also partners with 14 of the 30 NBA teams. Sprague also discusses the changing automotive buyer and Kia’s strong appeal to younger customers.

In part IV of our interview Sprague shared with BI why the Super Bowl continues to be an important part of their brand marketing strategy. Michael also walks us through the concept behind their last ‘Big Game’ ad called ‘Drive the Dream’.

Part V our last segment, Sprague elaborates on the brands future outlook,  position on the growing demand for integrated technology in their vehicles and their strong efforts to concentrate on growing their social media marketing avenues.

We want to hear from you! What do YOU think of the Kia brand? Has your perception changed of Kia? Do you think it’s a FUN and YOUTHFUL brand? Which vehicle appeals to you and why?

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