Making global campaigns relevant for local B2B clients Cecile DELETTRE Interna=onal coordinator ADETEM Global Events and Marke=ng
Sep 17, 2014
Making global campaigns relevant for local B2B clients
Cecile DELETTRE
Interna=onal coordinator ADETEM Global Events and Marke=ng
2 GLOBAL MARKETING EXAMPLES FROM COMPANIES :
EUROPE : • 28 member states of the
European Union • 12 currencies • Eurozone : 17 states • PopulaJon 504 .456. 000
Majella Nolan VP Customer experience – Industry Business
Examples of global assets
Bernard Richard-‐Canavaggio Global Marke=ng Director Services Examples of global campaign
Global (EU-‐Fr) companies present in the World
SCHNEIDER : HQ : France – Paris. Worldwide : 140 000 employees in more than 100 countries 24 billion sales in 2012 -‐ 41 % of revenue in new economies Example China :
ECO2.0 Software tool
Attention
Interest
Desire
Action
Sample integrated campaign assets to promote EC02.0 energy management
Assets: Apps on mobile devices
Assets: Web banners on websites Tweets & linked-‐in mssg on social medias
Assets: Roll-‐up
Animated demo
Assets: Press release Infographics
Supported by ECO2.0 promo on Social Media aYer 2 weeks
• (47+) tweets on Global and country Twi[er accounts • Retweeted for over 175,000 views • QR code used in tweets for easy access to app
Twi\er
Word cloud showing main keywords found in online conversations
Schneider Electric – Intelligent Energy • Promo and Discussion post ECO2.0 • Members: 27,600
Blogs
ECO2.0 Promoted in blog: “Energy Efficiency for Financial People”
243 views in 4 days
-‐ Infographic on social medias
-‐ Digital ad -‐ Digital roll up
Pointing to AR movie that customer can see on PC, tablet and smart phone
Augmented reality articulates a complex message
h\ps://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4
MarkeJng @Bureau Veritas World leader in tes=ng, inspec=on and cer=fica=on
services -‐ revenue : 3,9 billion euros -‐ 65 000 employees -‐ 1330 offices 140 countries – 400 000 clients
Strategic Marke=ng Product marke=ng Business Marke=ng Opera=onal Communica=on
What is MarkeJng mission ? • At local level: Sell! Sell ! Sell!
• Be proac=ve instead of reac=ve • What to push? • To who ? • How ?
Global MarkeJng?
• At Head Quarter : find a common way for impac=ng the business! • Not too smart concepts °prac=cal approach • What will be the results ? • BV is interna=onal! Interface with interna=onal
companies (Global Key Accounts, Global Projects, Global Services, Global Markets,…)
Wrong experiences and mistakes • Edit a brochure without an interna=onal team
work (but with the risk of never produce it: out of 5me) • Set up of a local event by HQ • Teaching how to behave locally • …
The Good ones Campaigns:
• with input from HO on crea=on, web, white paper, etc.
• And buy-‐back by countries with events, e-‐mailing, social media, etc.
Timber Legality Project
Europe is the first destination of illegal wood
► Illegally harvested wood represents
=> As much money as global trade of drugs !
l between 15 to 30% of global wood trade
l 40% of tropical wood are harvested illegally
l 15 to 20% of wood imported in EU
What is illegal timber ?
Timber harvested in contravention with local regulations on forestry
and trade of wood materials.
New legal obligaJon New obligaJons on all companies trading wood based products :
wood, pulp and paper, packaging, furniture & deco, wood-‐based fuels
IMPORTING FIRMS EXPORTING FIRMS 1 2
2 Publics/Services offered by BV Service :
Legal Origin Assessment Service :
EUTR compliance suppliers management
• No import of illegal wood • Have a due diligence
performed before shipment
• Demonstrate legal origin of all products to market products in Europe
Objectives þAwareness: Bureau Veritas is a leader in Timber
certification services
þClient Acquisition: Generate leads to growth the business
þClient relation/ Loyalty: A majority of our clients are concerned by this regulation
MarkeJng campaign
Mix
Mix
EUTR Campaign
PR Campaign Global/ Local
PR launch in France for HO
Partnership with PR Newswire for launch in pilot countries
Forest content on BV.com and pilot
countries
Strong SEO Strategy
Google adwords campaign to create traffic on the
white paper page
E-‐mailing campaign to clients and prospects Local adapta=on
Local Offline Plans
Local exhibi=ons Clients seminars Client mee=ngs
White paper
Dedicated page to download the white
paper
Digital Campaign Global/ Local
Global Leads GeneraJon (1) Google Adwords + optimized Search Engine Optimization
(2) Landing page
(2) Web Page
(3) Form Submit
(4) Leads gathering and qualification against strategic criteria
(5) Leads Centralized management in CRM and distribution of actions in concerned countries
(6) Local Sales Actions - Contact prospects - Telemarketing - Business Meetings - Offers
(7) TRACKING results (won/lost/no answer) in CRM according Reporting of sales
CONTRACTS
First Results at the end of pilot phase
Results from BV.com + BV.UK 3724 unique visitors on the landing page • Traffic mainly comes from
Google adwords campaign: 91% • 148 White Paper Downloads
May 14th
Materials + Process set-‐up
Launch BV.com + BV.UK
Start in Germany, Poland, Spain, NL, Russia Global roll-‐out (see priority A and B countries)
June 22nd
TOP 5 Sources China 1094
India 306
USA 205
UK 196
France 138
52 QUALIFIED LEADS • Segmentation
• Large Company:10
• Mass-Market: 42 • Main Position: CEOs, Sustainability / QHSE Managers • Main Country: UK, France • Request for Due Diligence Service and / or FSC/PEFC
Roll-out plan
Internal InternaJonal PromoJon
Let us know if you’re interested in launching one of our campaigns!
E-‐mailing Campaign Intranet Conference Calls
Results
• InternaJonal team Building
• Confidence in HQ to provide added value
operaJonal markeJng acJons
• InternaJonal & Local Leads
Think Global, Act Local !
• A campaign for gaining Lead$$$$ (brand image awareness too)
• Tracking of leads (then thanks to proven results it will be easier to recruit internal partners next =me)
• Work with voluntary (and mo=vated) countries
10 Tips for Making Global Campaigns relevant for local customers
1. Think Global… -‐ Study the market places you want to target Evaluate SWOT analysis on each market : Strengths/Weaknesses/Opportuni=es/Threats.
-‐ Create a global message Storytelling, Content, asset
-‐ Integrate the culture-‐specific nuances. Be inven=ve and crea=ve – but be aware to possible local sensi=vi=es
Re-‐think our geography
Schneider =ps : Launch global assets with sufficient =me for localiza=on Provide a range of assets for different budgets – Not all countries have the same marke=ng spend.
2. Study the Ecosystem Who are the decision makers ? Who are the influencers ? What are their values ? IdenJfy the community, events, Social DNA, media… Legal aspects : rules on data, sustainability,…
3. Involve your local teams
• Set the objec=ves and ROI together.
• Give flexibility and autonomy to reach the goals.
• Choose global and local mul=-‐channels media.
• Share the informa=on, communicate the results.
4. Build the metrics by country
• Set the KPI, Key Performance Indicators
• Track and gauge what is effec=ve or not.
• Manage the campaigns in the CRM soYware tool.
Australia
Canada
Germany
Spain
South Corea
Italy
UK France
Mexico
Japan
Nigeria
Pakistan
Bangladesh
Indonesia
Area > 3 million km2
Population > 100 million
GDP > 800 billion US$
India Russia
Brasil
China
United States E.U.
Analyze conJnuous evoluJon : GDP, populaJon, growth…
5. Create partnerships locally
Industries leaders, Think Tanks, FederaJons, UniversiJes, … 28
6 . Develop a B2B Social Media Strategy globally and adapt it
-‐ Target and segment (job, geography…)
Xing (China, Germany….), Linkedin, Viadeo…
-‐ Generate Qualified leads / Email/ Web Content marke=ng : -‐ Facebook, Scoop it, -‐ White Papers in different languages, -‐ Newsle[ers, -‐You Tube, localized in 43 countries.
7. Act locally with events
Speed business da=ng
-‐ Join the community with Social Networks and Real Life. -‐ Meet your local clients -‐ Exhibit
Make it Happen -‐Launch a product. -‐ Create the Buzz. -‐ Engage Public rela=on.
8. Efficient PR campaigns
9. Integrate your Global MarkeJng Campaign
Web Mobile
Social
Customer Intelligence
10. Be acJve Worldwide Celebrate with your customer and your team Create a strong relaJonship
linkedin.com/in/ceciledele[re dele[[email protected] @CecileDele[re
Cécile DELETTRE DMA Conference since 1996 / DMA HQ : 1991 New York Experiences : Services, B2B markeJng, InternaJonal Business development -‐ADETEM : InternaJonal Coordinator, Administrator –Europe -‐ The French associaJon in MarkeJng – 1500 members -‐ 80 % Brands
UBIFRANCE Global Business Development in 80 countries -‐ OrganizaJon of 40 events in 2012/ 2013 : How to do Business in… -‐ Head quarter in Paris -‐ Global Events Manager -‐ USA (New York, San Francisco, Atlanta, Chicago) – Managing Director consumer goods and luxury– Trade and business development -‐ Global MarkeJng Manager ROBECO BANK : InternaJonal Finance CRM , MarkeJng and Customer Loyalty manager CARNIEL MarkeJng : MarkeJng services MMV : internaJonal Tour operators
Foreign markets knowledge. MarkeJng diploma (Master) from IFG Paris. Public relaJon for internaDonal organisaDons.
Thank you for your a\enJon Cecile Dele\re cecile.dele[[email protected] France : + 33 (0)6 86 87 88 43 Germany : + 49 (0)178 53 22 748
linkedin.com/in/ceciledele[re
Europe : France / Germany