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Kyocera Chases Prime Time TV exposure Down Under
By Tony Yoo
Expects new Manly Sea Eagles NRL sponsorship will help resellers.Printer vendor Kyocera Document Solutions has put its name on the Manly Sea Eagles NRL team's shorts, to bridge the gap between public and channel awareness.
"We're already well known in the channel but with an NRL sponsorship we'll get our name out there – to make it easier for our partners to get in touch with [potential] customers," said Mark Vella, Kyocera's sales and marketing director.
"The idea is to give our channel partners something to leverage off," he told CRN. "This is more about [the resellers] than us."
Kyocera debuted on the shorts of the Manly players in last weekend's away match in Brisbane. Vella told CRN he will be present at Brookvale Oval tonight for Kyocera's home debut against the Canterbury Bulldogs: "Absolutely, I'm looking forward to it."
The marketing director said that the National Rugby League was Kyocera's primary focus in looking for a marketing opportunity.
"We were looking for maximum impact and the big attraction was the NRL," said Vella. "Every game is covered [on television] – if not on free-to-air, then on pay TV."
"An opportunity with Manly then came up through connections I had," he said. "Manly has had ten years of solid success. And as long as they can field a decent side, we'll get prime time coverage."
The printer and multifunction device specialist joins another channel-focused technology company, Kaspersky, in sponsoring the rugby league team based on Sydney's northern beaches.
"It certainly was a consideration that Manly already had a major IT sponsor," said Vella.
Vella said Kyocera conducts "65 to 70 percent" of its Australian business through the channel and that in Australia its products are distributed through Dynamic Supplies, Ingram Micro, Alloys, BMS and XiT, while Dobe Electronics takes care of New Zealand.
Kyocera is a 55-year-old multinational with Japanese origins and boasts a global workforce of over 71,000 located in 25 countries.
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