crm & multi-channel marketing theatre: the route from local to global

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Presentation title The route from local to global

Brant LongGlobal Brand Director29 February 2012

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12© Hotnacho on Flickr© Simon Sait on Flickr

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UK 2006-07

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Midwest Markets postcards (US) 2011

Value Recovery, UK 2011 Industrial conference programme UK 2010

UK 2011

Dublin Jan 2011

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My strategic imperatives

• Modernise marketing

• Go global

• Build (and differentiate) our brand

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‘It would be great to see what others are doing’

‘I couldn’t find what I was looking for’

‘Do we have to use these images?’

‘Boring’

‘When are we getting new templates?’

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Three key challenges

1. Location

2. Location

3. Location

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Requirements

1. A place

2. Less (or no) friction

3. Keep it fresh

4. Look like us

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The journey

• Brand management

• Brand police

• Coax and cajole

• Library

• Asset management

• Brand champions

• Command and control

• Sitting room

ToFrom

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Redefine ROI*

• Culture- Allay fears of digitisation and globalisation- Revitalise the teams- Create a community- Recognise and celebrate

• Quality- Use the power of visuals- Stimulate and set free- Do fewer things better

* Return on intangibles

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Mumbai

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Paris

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Toronto

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Sydney

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Los Angeles

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What’s next? Four things

What How Who When

1. Identity system update Guidance, guidelines and design intent files Global By year end

2. Connect with GSSLocal global Spatial Solutions experts can bring extra value to client pitches and campaignshttp://www.joneslanglasalle.com/pages/gsssolutions.aspx

Country Now

3. Share best practice integrated/branded marketing campaigns

Examples from US, Russia, India Global/country Now

4. Integration with online property systems Leverage the online platform Global/country In progress