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Eiler Success Stories

Hitachi Koki Imaging Solutions, Inc.

Client Background

Founded in 1962, Hitachi Koki Imaging Solutions, Inc. has developed major innovations in document management solutions. The company is part of the $64 billion Hitachi Group of companies. A technology leader in the development and manufacture of the most powerful, yet easy-to-use, digital network printers and copiers, it combines world-class print engines, print controllers and software technology.

Situation

Hitachi Koki wanted to introduce office product dealers to its revolutionary technology linking networked printing capabilities to the Internet. Although the parent company is a well-known brand name, Hitachi Koki was virtually invisible in the marketplace and had no presence in the trade press. Our challenge was to build visibility and recognition for the company with customers and the media, which would lead to increased sales.     

Strategy

Eiler recognized right away the potential tradeshows held for Hitachi Koki. We recommended using an upcoming tradeshow to showcase its products and technology. By bringing technology analysts and key trade media directly to the product, we were able to show them first-hand the new technology’s capabilities in print-on-demand applications.

Tactics

Eiler worked closely with Hitachi Koki management and marketing teams to develop consistent marketing messages. We updated Hitachi Koki’s press kit and created promotional materials for the new i-Printer and i-Copier product lines. Eiler successfully identified influential printing and document solution publications and technology analysts and secured interviews with them for Hitachi Koki executives.

Results

Hitachi Koki received significant attention from both the media and industry analysts. Its products were included in reports prepared by analysts at Gartner, IDC and Lyra. Hitachi Koki was featured in multiple articles in trade publications including BTA Solutions, Office World News, Printing News and Business Solutions. Eiler created a continuous stream of news about the company, its management and its products by generating media placements in publications read by dealers, decision-makers and users. Analyst reports and trade press articles all cited Hitachi Koki as the leader in digital print-on-demand. Eiler’s pre-show media buzz garnered so much attention that Hitachi Koki made several significant sales to attending dealers right on the show floor.