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Roland DG Case History

The Roland Digital Group is leading the evolution of the sign, graphic arts and 3D modelling industries with innovative hardware and software. RDG recently became a wholly owned subsidiary of the Roland Corporation, which markets electronic musical instruments and computer peripheral devices worldwide.

The Challenge

  • Roland DG previously relied on traditional routes to market and had little or no knowledge of who the end user customers were or what they wanted – they had always relied on the dealer channel for information
  • New management was in the process of a major reorganisation, changing staff roles and perspectives
  • Little or no existing marketing resources were available – all had to be created
  • A new wide format machine was being launched – with minimal USP’s
  • Only a limited budget was available


The Objectives

  • To create an overall Roland DG brand for all product divisions
  • Lead generation for the new SOLJET SC-500 wide format solvent inkjet printer to support the dealer channel

The strategy

  • Create a new brand styling to include optimising the promotion of European Minardi F1x2 sponsorship
  • Develop an integrated direct marketing campaign to supply high quality leads to the dealer channel.
  • Coordinate with the existing PR resource so that all communications ‘sing from the same hymn sheet’.

The Solution

  • To provide a ‘Virtual Marketing Dept.’ service to back up the Product and Sales teams starting with in-depth research of the target markets
  • Research the dealer channel to ensure they get what they want to support sales
  • Based on the results of the research, create a new ‘Sports’ theme branding for all product divisions, incorporating the Minardi promotion and competition incentives
  • Focus all communications on carefully selected key messages
  • Roll out the new styling and messages across all communications including an attention grabbing pre SIGN UK Show mailing, plus an exhibition stand, web site, sales support literature and dealer material
  • Create ‘Gold’ and ‘Silver’ dealer qualification status to enhance support

Results

  • More than 50 SolJets sold as a direct result of the SIGN UK show promotion (target was 6)
  • Another 40 high grade enquiries passed to dealers
  • 240 out of 1000 targets entered the Minardi competition; one very lucky prospective customer won a day out with Minardi F1 x2 including a 200mph drive with their F1 team driver!

‘The best marketing agency I have ever worked with.'

Jerry Davies
Divisional Managing Director
Roland Digital Group

 
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