Executives Who Watch Baseball Recognize Ricoh Brand the Most

Ricoh finds that executives who watch baseball regularly recognize the Ricoh brand the most. For this reason, the company will advertise for the fifth consecutive year in major league baseball (MLB) games.

“Our goal is to raise awareness.  We target C-level executives and IT professionals, who make decisions in the office, equipment and solutions departments. We discovered that most busy executives also watch major league baseball. We then tracked the number of people who watch baseball and discovered that the majority who watch baseball also recognize the Ricoh brand,” says Robert Ingoglia, V.P. of Corporate Communications.



“Major League Baseball  games have had record attendance. Media results of this are very positive.  For instance, the YES Network (Yankee Entertainment and Sports) viewership  is up 7- to 8-percent. There are more than 4 million people attending the Yankee Games games each year,” he adds. “We are purchasing media during MLB telecasts, meanwhile our parent company in Tokyo was responsible for sponsoring the first two baseball games in the Tokyo Dome.  It is a perfect combination.”

Ricoh is one of the broadcast sponsors of major league baseball games on FOX Sports Net, the YES Network, SportsNet NY and other regional sports networks representing 25 teams in 22 markets.

“We will be featuring all products that we make. We have run more than 5,000 commercials in a six-month period of time.  And during the last 10 years, we had record profits at Ricoh” he mentions.

The campaign will include 30-second spots that highlight Ricoh’s overall line of products and solutions, including its color products and line of printers, copiers and MFPs. One commercial  features  Ricoh’s full line;  another  features their color line; and the other  focuses on  high volume products. During all three commercials, their software solutions  will also be shown.

Running two or three times during the game, there will be more than 14,000 mentions in the telecasts stating that Ricoh is a partner, such as during the Ricoh starting lineup.

Also, Ricoh’s direct sales force and their dealers will benefit from MLB advertising with  tickets and suites to invite their customers and prospects to watch games.

I Am Your Idea

The “I’m Your Idea” is a campaign that promotes all Ricoh products. About 10 years ago, we began talking about dependability. An extension of this is people who work in the office and have creative ideas. ‘Whatever the idea is, Ricoh helps you get there’ is the message,” Ingoglia explains.

Ricoh Japan has a similar worldwide campaign, but calls it “Create, Share, Think as One..” This year Ricoh Company, Ltd., the parent company of Ricoh Americas Corporation sponsored the 2008 Ricoh Major League Baseball Opening Series, which took place in Tokyo, Japan, at the Tokyo Dome. Sponsoring the opening series in Japan was part of Ricoh’s strategy to enhance the power of its brand globally.  Ricoh’s title sponsorship included the opening series of Major League Baseball between the World Series Champion Boston Red Sox and the Oakland Athletics, in March 25 and March 26.

Ricoh Company Ltd. is also the title sponsor of the Ricoh Women’s British Open golf tournament on ABC-TV, July 31 and August 1.