Motorsports Marketing Key to Building Laptop Brand
Toshiba's company involvement with motorsports marketing significantly helped to establish Toshiba as a leading vendor of laptops, especially among our various channels of distribution. We had a very constructive experience working with both Indy car driver Randy Lewis and sponsorship organizer Bill Healey.
We worked with Randy and his High Tech Racing Team to positively increase Toshiba laptop branding among our channel partners. The Toshiba name was prominent on prime areas of Randy's race car — the side pods and wing endplates. We held well-received dealer events in our hospitality areas at most race events. We also found it very beneficial to use both the race car as well as appearances by Randy Lewis at multiple trade shows and sales meetings.
Prior to our involvement in race team sponsorship, we had very little brand recognition or market penetration. Toshiba believes that its positive involvement using motorsports as a marketing tool at its introduction to the laptop market was key to establishing brand equity as well as launching our channel support programs.
John Rehfeld, VP/GM Toshiba Laptop Computers
Read More
- About Healey Motorsports Marketing
- How Can Healey Motorsports Marketing Help You?
- Why Work With Healey Motorsports Marketing?
- Services Provided By Healey Motorsports Marketing
