Panasonic Business – Making Toughbooks the Most Famous Rugged Computers

Panasonic wanted to strengthen its communication strategy in the Benelux for 6 of their Business Divisions. Through content creation, press lobbying, video production and events organization, the different divisions combine today and every month more than 60 clippings in the Benelux media.

 

Insticom Panasonic Logo

 

Challenge

  • Insticom manages PR activities for 4 Panasonic departments in the Benelux:
  • Computer Product Solutions: rugged notebooks and tablets
  • Visual System Solutions: projectors and professional displays
  • Professional Camera Solutions: cameras for cinema and television as well as security cameras
  • Communication System Solutions: scanners, printers, VOIP phones

 

Insticom Panasonic product picture

 

Implementation

  • Localisation and distribution of press releases in the Benelux
  • Preparation of opinion articles, white papers, expert advises to position Panasonic a thought leader on its markets and position the company as an expert in digital transformation for professionals
  • Ensure press coverage during trade shows (ISE and IBC in Amsterdam), through the organisation of a press conference and interviews
  • Organisation of press trips to Panasonic’s factories
  • Set up test reviews by journalists and influencers
  • Crisis communication: creation of a crisis communication plan and media trainings for C-levels

 

Insticom Panasonic product picture

 

Results

Growing press coverage each year since 2012, with 33% increase in 2015 compared to 2014, and 46% increase in 2016 compared to 2015. An average of 40 articles are published each month in the Benelux.

Insticom Panasonic product picture

 

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