With the slogan "The art of reducing costs" KYOCERA set a course at CeBIT to gain prospective customers, socialize with existing customers and consolidate its market position. The global player from Japan was also taken with the keynote theme at CeBIT 2015: "d!conomy" – a compound of digital and economy, with the challenge presented by the exclamation mark after the ‘d’ to highlight the ‘digital’. "This lead theme was and is – now more than ever – an appropriate description of us," says Uwe Götze, Director of Marketing at KYOCERA Document Solutions Deutschland GmbH.
However, slogans alone are not enough for a company that has written document solutions across its banner to decide to exhibit at a trade show. "The return of several of our competitors and the concept behind Hall 3 also contributed to our decision," explains Uwe Götze. In line with this, KYOCERA demonstrated to prominent CeBIT circles how document-based business processes could be designed "more cheaply, securely, and intelligently."
The focus in 2015 was on managed document services, optimizing processes, and IT data security. An innovative product mix showcased highlights consisting of hardware, software and solutions in the document solutions area, as well as Kyocera cell phones for the European market. The company advertised its presence through direct mail campaigns, post invitations, newsletters, telephone acquisitions and media exposure. Competitions were also a part of the mix.
The fact that the message was well-received was underscored by the visit Takeshi Nakane, the Japanese Ambassador to Germany, paid to Kyocera’s display. The number of trade visitors that appeared at the stand was also encouraging. In terms of lead generation, new business, customer loyalty, and the response to the solutions presented, Marketing Director Götze took stock by saying, "We reached the goals we set – and we’ll be back in 2016!"