| Our Plan will accomplish the following: -Continue to position TOTO as the brand of choice among the consumer
and trade audiences
-continue to increase awareness of the TOTO brand
-Reach over 40 million consumer and trade professionals
-Generate over 50,000 leads of qualified consumers
-Maintain TOTO's position as the third largest advertiser
in the Vitreous china manufacturer category\
The TOTO Trade Audience
TOTO understands the important role of the trade, from
retailers to wholesalers, and influences to specifies. We reach a broad audience that
covers Kitchen & Bath Dealers, Pluming Wholesalers, Custom Home Builders, Remodeling
Constrictors, Architects/Designers, Hotel/ Loading, Building Management, Plumbing
Engineers, and Specification.
Trade Advertising
The 1999 trade advertising campaign will start in the May
publications. It will consist of one-page, four/color ads, communicating a strong TOTO
brand and product message designed to build awareness of TOTO innovative products and
break through the competitive ad clutter. Trade advertising will also include a call to
action offering a brochure and rep referral. Look for our ads in publication such as
Remodeling, Custom Home Building, Pluming Engineer, PM (Pluming and Mechanical), Hotel
Business, Lodging and more.
Public Relation
Just as exciting as our advertising, our successful Public
Relation campaign promotes TOTO's products, technology, people, events, and worldwide
business directly to our target consumer and trade audiences, as well as many other target
segments we do not reach with advertising. This outstanding program has generated
million-dollar coverage in magazines, newspapers, radio, television and the Internet. For
details on our program or sample articles or video clippings, contact your local TOTO
manufacturer representative.
Literature Fulfillment, Dealer Referral & TOTO
Hot Leads
We have gone to great lengths to find qualified customers,
send them literature and drive them into your showroom. As explained in the above
sections, we run multi-million dollar advertising and Public Relation programs to generate
results. All of TOTO's programs have and 800# toll free telephone number to provide
consumers / trade with dealer referrals, manufacturer representative referrals, and
literature fulfillment. During this call, we also qualify the consumer purchase timeline,
then immediately forward you the valuable "HOT LEAD" Postcard. This
postcard was designed to allow you to quickly and easily respond to the customer with a
personalized invitation to your showroom, and keep accurate and simple records. At TOTO,
we try to make your job easier, so you can focus on your important job: following-up
and closing the sale.
WebSite
This year we're updating our website and making it more
user friendly. Major improvements will be evident in appearance and usability. It will
also include several new interactive components and feature the latest in web technology.
With this new site both consumers and trade individuals will be able to review the latest
TOTO product, read about TOTO, request brochures and directed to their nearest showroom.
New features that will be added include a Rave Reviews
section, list of awards and designations TOTO products have won, Newsworthy product
and company information, Testimonials from satisfied TOTO customers. FAQs, links to
related sites and a guestbook/ feedback forum. |
