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Changing
the way Sony communicates
To grow our business and position Sony BPE for future growth,
we have to change how we are perceived by customers and show
we are changing and becoming more responsive to their business
needs. So, we are 'repositioning' the Sony BPE brand to give
us the potential to grow existing customer relationships, and
develop exciting new ones.
So to match our business ambitions, we need customers to
perceive Sony BPE as a true business-to-business partner.
That's why we created the concept: "Changing the way business
communicates".
 Photo
finish to minilab campaign
In September/October 2001 the Digital Photography business
team introduced the Digital Photofinishing minilab. The system
offers them a new tool to compete with internet-based reproduction
services.
We developed new point of sale materials using a branding
from the Digital Imaging unit in Japan called _Print by Sony_;
the team also introduced banner advertising and an e-newsletter
to drive traffic to www.sonyphotography.com.
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: Virginie Eidel, Sony
France
 What's your role within Marcomms?
I am a Marketing Communications manager, with the role
of Business Manager in Marcomms. I liaise with the Business
Team (BT) and represent key target audiences.
What's the strangest request you have had to fulfil?
Difficult question to answer!
Name one thing about you that colleagues might not
know?
My shoe size is 39; how about that?
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European Press Forum
This Berlin workshop on 21-22 February, shared with Computer
Displays Europe, unveiled two new Plasma Wega TVs (handled
by our Marcomms colleagues in consumer), and also discussed
VPL-HS1.
It was a great success: Jean Michel Perbert, President of
Sony Europe was really impressed with the Plasma Wega TV and
mentioned it extensively in his speech, even using video footage
on it!
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Welcome to the first edition of MarCommunicator,
a monthly e-newsletter from the Marketing Communications team. It
is designed to increase the visibility of Marcomms campaigns and
events so you can be better prepared for comments or opportunities
from colleagues and customers. It will also share results and best
practice from earlier campaigns, as all our activity should build
on our communications strategy.
