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        

 

 

 

LinkedIn  

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  

Email  

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[re.cecile@gmail..com                                    @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[re@adetem.net  France  :  +  33  (0)6  86  87  88  43  Germany  :  +  49  (0)178  53    22  748    

   linkedin.com/in/ceciledele[re  

 Europe      :      France  /  Germany