TDK Systems Kicks Off Integrated Marketing Communications Campaign with Halloran, Robertson & Associates

Business Wire, Oct 8, 1996

SAN JOSE, Calif.--(BUSINESS WIRE)--Oct. 8, 1996--TDK Systems, a leading manufacturer of PC Cards, has launched an integrated marketing communications campaign with Halloran, Robertson & Associates, a full service integrated marketing communications firm specializing in advertising, marketing, consulting and public relations for high technology manufacturers.

The multi-million dollar integrated marketing campaign includes all aspects of print advertising, direct mail, packaging, merchandising, channel marketing and public relations. The Halloran, Robertson & Associates effort will also embody corporate image development, branding, media planning, trade show events, interactive media, and web site design and management.

TDK Systems and Halloran, Robertson & Associates began their relationship with sales and marketing consulting and strategic planning on TDK Systems PC Card operations. The decision to expand the relationship with Halloran, Robertson & Associates (HRA) was influenced by the impact of early promotional activity driven by the Halloran organization.

The TDK/Halloran, Robertson & Associates collaboration has already resulted in a highly successful promotion with BMW of North America, new advertisements, direct mail campaigns and channel targeted promotions.

"In the short period of our involvement with Halloran, Robertson & Associates, TDK Systems has seen a significant positive impact to our product sales. Our communications to the market, to both end users and the reselling channel, have increased dramatically and become more focused. The contribution to the bottom line is undeniable," said Kurt Chismark, Director of the Reseller Business Group at TDK Systems.

TDK Systems is an established technology leader in the mobile communications segment. The company possesses numerous patents in PC Card technology, has played a major role in the evolution of the standard, and has consistently been first to market with new communication and networking technologies. The increased emphasis on marketing communications is to ensure that TDK's technology leadership is translated clearly into consumer benefits and increased product sales.

Key to TDK's selection of Halloran, Robertson & Associates was Michael Halloran's sales and marketing track record in the electronics industry and PC Card market segment. With over 15 years of computer industry experience, Halloran, President and owner of HRA, most recently was the Vice President of Sales and Marketing at ActionTec, an over $50 million manufacturer of PC Cards.

During his tenure with the PC Card vendor, sales numbers rose over $38 million in a 12 month period. Prior to ActionTec, Michael was the Vice President of Sales and Marketing at New Media, a $50 million broad line PC Card manufacturer. While at New Media, the company experienced an increase of over $25 million in sales within a similar one year period.

"My background working on the manufacturer's side of the high technology market clearly demonstrated the advantages of integrating the marketing message. By consolidating outside marketing and consulting services to a single organization, the manufacturer can increase the continuity of its marketing message and better leverage available marketing vehicles."

According to Halloran, "Most advertising agencies lack practical experience in selling product through the variety of mechanisms that technology manufacturers are faced with today. That is where Halloran, Robertson & Associates differentiates itself. Our team has industry sales and marketing experience. We've combined that with consumer marketing expertise and a host of resources to provide an integrated marketing solution to manufacturers such as TDK Systems," Halloran concluded.

TDK Systems

TDK Systems designs, manufactures, markets and supports a full line of PC Card communications and networking products for domestic and global mobile computing markets. Part of the $5 billion plus TDK Corporation, the company's products provide the highest level of performance, quality and value in the PC Card segment. Headquartered in Nevada City, California, TDK Systems is located on the Internet at http://www.tdksystems.com.

Halloran, Robertson & Associates

Halloran, Robertson & Associates is a full service integrated marketing communications firm headquartered in San Jose, California. Focused primarily on the unique needs of technology manufacturers, HRA's services encompass advertising, merchandising, package design, sales & marketing consulting, public relations and interactive media.

The Halloran, Robertson team is comprised of senior technology industry sales and marketing professionals coupled with a complete staff of award winning consumer marketing creative personnel. Halloran, Robertson & Associates is located on the Internet at http://www.halloran-marketing.com.

CONTACT: TDK Systems

Janet Wood, 916/478-8470

e-mail: janet.wood@tsd.ssi1.com

or

Halloran, Robertson & Associates

Caroline Logothetis, 408/261-6292

e-mail: logoHRA@aol.com