Using CommTech to Drive Revenue & Reputation – Dan Lochmann, Mitsubishi Heavy Industries

If you’re interested in more conversations like this on The New CCO, subscribe on iTunes, Google Play, or Spotify.

How do you build an entirely new global customer base for a business that has remained domestic throughout its entire existence? That’s the challenge that faced Mitsubishi Heavy Industries CCO Dan Lochmann when he was tasked with burnishing the company’s brand globally by CEO Seiji Izumisawa.

MHI is a $40 billion B2B business that builds all kinds of large-scale heavy machinery from wind turbines to jets to rockets. In order to identify prospects and target them as core brand stakeholders, Lochmann and his team use CommTech, the emerging field within communications that takes inspiration from MarTech. Leveraging an array of paid social, targeted placements, earned media, and thought leadership, all unified via data dashboards, Lochmann’s team opened the doors for MHI to build a global brand, generate leads and earn its longstanding domestic reputation as an engineering innovator abroad.

On this edition of The New CCO, we feature Lochmann as he presents the MHI case on CommTech at the 2019 Page Annual Conference in Boston.

Special thanks to Morning Consult and Rivet Smart Audio for making this season of The New CCO possible!

Do you have a story to tell? Share it with us. Please reach out to Eliot Mizrachi at emizrachi@page.org with your CCO story.

Latest from Page

Deepening Stakeholder Relationships Through CommTech with SocialChorus | Page Patrons

CommTech: Moving Communications to the Center of Company Strategy

Dick’s Sporting Goods Enters the Gun Debate: Revising the Playbook - Winning Case from Page and IPR Case Study Competition

Every year, Page teams up with the Institute for Public Relations to hold a student case study competition and the winners are chosen by a panel of some of the most prolific communicators in the world. This year’s winning case study examined the controversial decision by Dick’s Sporting Goods to discontinue the sale of guns in many of their stores, and the outcomes that followed.