Mitsubishi Electric Hungary

Facing formidable market competition in Hungary, our global client’s top-tier industrial automation products demanded an innovative approach. Mastering the challenge, we seamlessly integrated into the multinational’s robust processes, significantly elevating their domestic recognition.

As the first true multinational client for us, managing the marketing activities of Mitsubishi Electric Hungary was a prestigious challenge for our team. Our fundamentally flexible model ensures adaptability to our clients’ existing workflows, however, adapting to a multinational’s processes required a unique approach. Deeply integrated into the global corporation, we now handle the ongoing market communication of the local branch, content production, PR appearances, and the promotion of training programs.

A brief overview of Mitsubishi Electric Hungary

Since 2015, Mitsubishi Electric Hungary has been facilitating the implementation of tools for its Hungarian clientele with a compact sales office and highly trained engineers. Their market presence includes products such as industrial robots (robotic arms, collaborative and SCARA robots), and various hardware and software solutions essential for manufacturing automation (servo motors, PLC controllers, edge network industrial computers). The essence of Mitsubishi Electric’s value proposition is their ability to supply all necessary products and equipment for manufacturing automation as a manufacturer.

When excellent capabilities present a challenge

The company’s fundamental strategic directions are centrally determined, and its global marketing is directed by a dedicated central hub, which provides the necessary tools for the subsidiaries. This arrangement is both a substantial aid for a startup office and a challenge, given the limited scope for maneuvering in Hungarian sales. Challenges faced include dealing with centrally mandated website structures (technological and localization limitations, lengthy development roadmaps), the need for communication approvals, and the necessity of multi-directional synchronization.

The goals

During our initial strategic research upon starting our collaboration, we encountered exceptionally strong market competition in the field of factory automation. Consequently, our primary goal was to establish the brand as a well-known player in the market, ensuring that every domestic decision-maker interested in factory automation would recognize it as a potential option. Our team had to develop a strategy that, despite limited technical and business resources, generates significant market reach. Additionally, a clear objective was to facilitate relevant business acquisition online.

Our solutions

Regular, high-value content creation

We saw great potential in high-value content, optimized for the right keywords. Due to limited budgets, we initially created LinkedIn publications, and then the technical framework for blogging became available on the website: within the scope of a regional pilot project, we developed a blog platform with limited functionality but fundamentally user-friendly. The content published here is created in the following ways:

• translation and localization of global content,
• communication of local news,
• writing of original professional content.

In translating global content, we pay special attention to localizing the content, working closely with the company’s engineers to tailor articles to the local market’s characteristics. Thus, we not only publish content of high professional quality but also relevant content.

PR appearances

Regular PR appearances are equally suited for distributing high-quality content and increasing brand awareness. On one hand, our articles have been featured in niche professional magazines such as Műszaki Magazin and GyártásTrend; on the other hand, we have also utilized event sponsorship as a tool, as highlighted supporters of the II. Hungarian Industrial Custom Machinery Award, similar to the PLC Programmer’s Neumann Competition. We believe it is crucial for the target market to encounter Mitsubishi Electric products where they are receptive to it, hence, in our appearances, reach is less of an important metric, rather, delivering a well-articulated relevant message to the right audience plays a key role.

The image video of our August–September 2022 brand campaign.

Leveraging video format

Professional content in video format—due to the extra costs of production—is still less common. Recognizing the opportunity, we started publishing regular professional videos, both light-hearted product showcases and deep dives into professional topics.

Video content receives special focus due to its universal applicability. It’s an excellent tool for attracting and retaining attention, and the increasing number of video searches can also be leveraged.

Regular social media and newsletter communications

Their local representation, primarily consisting of 9 engineers and sales experts, ensured continuous communication with the market was a real challenge. This was fundamentally the narrowest bottleneck in the company’s life, which we took over almost immediately. We regularly post content on LinkedIn, Facebook and prepare a professional newsletter monthly. The communication is a blend of global and local content, which always undergoes central approval.

The tangible benefits of our communication strategy are evident in our improved engagement metrics. Since adopting a regular posting schedule on Facebook, Mitsubishi Electric has seen a consistent increase in both reach and page visits. Even after six months, it is evident that a stable reach has organically developed.

Beyond sharing expert insights, we promote our training programs through social media and newsletters, often utilizing paid advertisements to amplify our reach. The results of this can be seen in the aforementioned statistics: with paid advertising, we can reach more potential attendees for Mitsubishi Electric’s training sessions, which consistently fill up with applicants.

Google Ads campaigns

Even with a limited budget, we managed to gain significant market share in several sectors through our Google Search advertisements, ensuring that relevant searchers definitely encounter Mitsubishi Electric’s solutions. Especially in a highly competitive industry, as we experience here, it is crucial to monitor the advertising strategies of competitors and achieve the best possible results from the given budget.

This is just the beginning

Our partnership with Mitsubishi Electric Hungary is still in its early stages, yet we’ve already achieved notable success. By developing a blog, we’ve consistently enhanced the website’s organic traffic – an essential achievement in a highly competitive market.

An increasing trend can be observed in the website’s page views.

Through targeted PR appearances and dynamic social media campaigns, we’ve significantly expanded our reach and elevated brand recognition. Today, Mitsubishi’s solutions are on the radar of key industry decision-makers ahead of their purchasing decisions, a testament to the growing interest in offerings. Buoyed by these impressive initial outcomes, we are excited to maintain our momentum and anticipate further successes as our collaboration progresses.