Case Study for TDK

Background

Inside everything from automobiles, wearable and mobile devices, to automated factories are invisible electronic components. In the developing world of the Internet of Things (IoT)/Industrial Internet of Things (IIoT), key connected systems require these electronic circuits. The most forward-thinking global innovators and manufacturers turn to TDK for the sophisticated, foundational electronics at the core of their connected and standalone products.

Founded in 1935 in Japan, TDK has continually been inventing superior materials, production technologies and optimal processing techniques to improve the technological devices we use every day. And through expansion of its portfolio of sensor technologies, TDK has positioned itself to meet the demand for new solutions in the world of IoT/IIoT.

Although a household name in Japan, TDK needed to expand and update its “superior quality cassette company” brand abroad. TDK U.S.A. Corporation (TUC) hired Karbo Communications to manage its North American PR efforts because of the agency’s reputation for developing strong positioning that would communicate value and for its aggressive execution to get the message across that TDK passive components invisibly touch millions of lives every day.

Objectives

  • Positively increase TDK’s brand recognition in the U.S. as the global leader in advanced electronic components, modules and devices;
  • Demonstrate influence and reach to key target segments;
  • Differentiate TDK from competitors;
  • Drive press and analyst relationships and coverage by proactively pursuing press to convey thought leadership.

Execution

Karbo Communications quickly hit the ground running, strategizing with TUC on an in-depth messaging exercise with the aim of establishing TDK as the go-to company for electronics such as capacitors and inductors, as well as sensors and energy units.

To take advantage of TDK’s presence at the annual Consumer Electronics Show (CES), Karbo Communications reached out to its key press contacts to line up interviews featuring demonstrations of products previously shown only to customers at TDK’s invitation-only booth. Through face-to-face meetings with influential journalists, TDK spokespeople shared their knowledge with reporters looking to better understand the key trends and technologies driving the trends on display at CES.  By also providing on-site support at the conference, Karbo Communications prioritized chronicling the events to grow TDK’s social media channels and engagement with key influencers as well.

Results

In the first four months of collaborating, Karbo Communications increased TDK’s media visibility in North America by both opportunistically inserting the company in timely conversations, and by garnering the interest of business and trade press reporters –  including those attending CES 2017. The agency also took over managing @tdkamerica’s social media channels such as Facebook and Twitter by following relevant reporters and influencers and sharing appropriate industry articles in a timely manner.

As a direct result of Karbo’s aggressive media outreach, TDK garnered coverage from meetings at CES for total reach/impressions of 16,882,995, increased social media reach significantly and expanded social media engagement by 710%. Additionally, the meetings netted unsolicited requests for TDK-authored bylines on important technical topics of interest to engineers who design electronic circuits and devices for information and communications devices, automotive electronics, and industrial/energy markets.

A sampling of media that have featured TDK:

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