tfm&a 2014 - aligning your internal teams behind your brand and marketing
Post on 25-Dec-2014
99 Views
Preview:
DESCRIPTION
TRANSCRIPT
© 2014 Brandworkz Ltd
Aligning your internal teams behind your brand and marketing
.70,000 monthly downloads for press & media
Share and Distribute
Govern and Automate
Marketing production centre for 800 fitness centers. 600% usage
increase
Key Brand Communication Challenges
Align and Educate
Aligning internal teams behind the
brand positioning in 42 countries
Brand disconnect
3
Align and EducateAligning the internal to assist the external
5
Icebreaker retails in 42 countries, 2,000 retail outlets
Lack of product knowledge at retailer level
Inconsistent, marketing, POS materials used
Inconsistent stories told by sales staff
High price point
Educate on your brand stories
6
Give employees and partners the tools they need
7
Don’t forget about your best Brand Ambassadors,internal employees
8
Icebreaker’s ROI
9
Before Brandworkz After Brandworkz Approx. value/year
80 ad-hoc requests/briefs per month
4 ad-hoc requests per month
$ 100,000
Time-to-market for new collections/products reduced by 1 month
$ 2,000,000
Use of out-of-date/licence imagery
These problems virtually eradicated
Undisclosed($tens
thousands)
Marketing and creative department can now concentrate on creating strategic, highly-effective marketing toolkits for retailers, thereby increasing sales
Undisclosed ($millions)
10
International property consultancy In 70 countries & 1000 locations Grown quickly through acquisition Decentralised marketing structure Problems unifying disparate
marketing teams
Common platform for Brand Education, Comms and Operations
11
Create sense of community
12
• Who’s Who• Blog/
commenting• Knowledgeba
se• Alerting• Best practise
sharing
Facilitate sharing and collaboration
13
Jones Lang LaSalle’s Results
14
“People can see they are part of something bigger, yet they won’t lose their autonomy. The system also gives our marketers the tools to support and drive sales. Local teams, after all, know best what works in their home markets”
Brant Long, Global Brand Director
Won Best Performing Property Brand award at MPF Awards for Management Excellence 2013.
Reason for winning:• Greatest improvement in brand value over previous year.• Calculated by Brand Finance using ‘Royalty Relief’ methodology.
(method approved by tax authorities, stock exchanges and regulators).
• MPF (Managing Partners Forum)
Importance of usability and on-brand experience in an online portal
Transitions Optical – old system
16
• Virtually no usage of it as people rebelling against it due to lack of intuitive interface and ugliness.
• No sharing between countries.
• Marketing team overloaded with manual requests and firefighting against off-brand behaviour.
17
Transitions Optical – new system
• 250 active users in marketing and partner community
• Sharing of best practice between countries
• ~ 2500 logins per month
• $500,000 saving annually compared to old system
Aetna – Old system
18
• Users rebelling
• Difficult to use
• No sense of community or pride whatsoever
• Not leading by example
Aetna – new system
19
• 17,000 unique users(1/2 of all employees!)
• It’s informing all new employees about mission, vision, behaviour, etc.
• Company is increasing their positive differentiation in the marketplace
Internal Brand Alignment Equation
Internal brand alignment
=
Engaged, productive, & focused employees
=
Delighted and loyal customers
20
Key Takeaways
1. Don’t spend all your time on external marketing and brand building, balance with internal
2. Create an online brand/marketing space to educate and to provide implementation toolsto marketing, sales, PR, partners as well as general employees
3. Make the online space nice and make it useful so people want to use it!
21
22
OUR WOOL FACTORY
Q&A
Stand D50 020 7288 9700 www.brandworkz.com
top related