Education as a marketing strategy: How Sharp Calculators makes Mathematics interesting

The company

Sharp Corporation has been a household name in the electronics industry for many decades now. The brand came into the limelight in the mid-80s, and one could spot the name emblazoned across the front of many iconic sports jerseys in that decade. Even before that, in 1964, Sharp achieved big by developing the world's first transistor calculator. Over the years, Sharp Corp. and its calculators have remained popular and have a loyal customer base across the globe. The popularity of Sharp Calculators among schools in South Africa is a testimony to that.

SMD Technologies is the top importer of Sharp Calculators in South Africa and is responsible for the significance the brand holds in the lives of South African students. Talitha Moore, an educational specialist responsible for marketing and business development of Sharp Calculators at SMD Technologies, talks to us about the brand, building engaging content, and how the marketers at Sharp measure their efforts. (All statements within quotation marks are directly from Talitha)

Sharp Calculators employ a unique marketing strategy that centers around education. The marketing team at Sharp acknowledges educators' pivotal role in society and their significant influence on students, making these educators the cornerstone of their marketing efforts.

In this process, Sharp has made mathematics and problem-solving skills more accessible to young minds and helped transcend the brand beyond the classroom. This strategic approach has allowed Sharp Calculators to find a slot in the backpacks of countless students between the ages of 14 and 18.

The challenge

Engaging and working within a competitive market to make a long-lasting impact among their audience is one of the main challenges that Talitha and Sharp Corp.

"Our main target audience is educators, so it's about marketing our calculators particularly to schools and Math teachers. We also have a website called Maths at Sharp, where we provide free worksheets for grade eight to 12 students who are free to download our resources." Talitha explains that the brand's aim is to make math intriguing and relevant for students.

Finding the right avenues to connect with this audience also requires a unique strategy. Talitha spoke at length about how she goes about solving these challenges for the brand.

The solution

With her experience, Talitha knows exactly where to find her audience. She connects with math teachers and educators at events and conferences. After initiating a conversation at these events, she adds value to her new connections by including them in her email list.

Next, Talitha sends follow-up emails to engage and nurture the contacts she has just made. "The first line of emails to these contacts serves as a friendly introduction to the company and its offerings, showcasing valuable resources like YouTube videos and downloadable worksheets available on the website." It is quite relevant to add that there is no product push happening here - the content of such a connection email is filled with resources that the audience can use.

To make the content even more appealing to her readers, Talitha incorporates real-life applications and research findings in her communication. By demonstrating the practicality of mathematics, Talitha enables teachers to engage with students and help them understand the subject's relevance better.

Benefits & ROI

Email marketing has played a crucial role in simplifying Sharp Corp.'s marketing process in South Africa. Emails are one of the most effective ways to reach and engage an audience.

Since the move to Zoho Campaigns in 2020, their email management software has significantly improved the marketing team's productivity and efficiency. "Earlier, it took me almost four days to reach around 5,000 recipients. Now we reach out to over 11,000 contacts, with over a 25% open and click rate."

On average, Sharp Calculators sends two to three campaigns every couple of weeks, including bi-monthly newsletters. "Occasionally, we send out targeted emails. For example, we recently partnered with a robotics company, and we sent out an email that said something like, 'Hey, if you need help with robotics, take a look at this stuff' — and that campaign worked really well."

The newsletter from Sharp Calculators is a regular communication sent out every second month. Packed with a wealth of math-related information, it covers a wide range of topics, including intriguing content, updates on upcoming conferences, and new product listings from reputable publishers. This comprehensive newsletter serves as an invaluable resource for math teachers, offering them valuable insights and keeping them engaged with the brand.

Looking ahead

Sharp Calculators, with a strong determination to surpass all competitors, aspires to establish itself as the unparalleled market leader in the education sector. Going beyond being just an electronic brand, they strategically focus on education as a potent marketing strategy, making mathematics intriguing and relevant for students. Led by Talitha's efforts, their goal is to attain the majority market share in South Africa and be acknowledged as the region's best calculator brand. Consistently delivering quality education remains at the core of their mission.

To know more about the Mathematics lessons, click here.

To know more about SMD technologies, click here.