Making Global Campaigns Relevant For Local B2B Clients
•
0 likes•240 views
1. The document provides 10 tips for making global campaigns relevant for local B2B clients, including thinking globally by creating a consistent global message while allowing for localization, studying the local ecosystem, involving local teams, and building metrics by country. 2. It recommends developing partnerships locally, having a social media strategy that can be adapted locally, acting locally through events and exhibitions, and integrating global marketing campaigns across channels. 3. The final tips are to run efficient PR campaigns, celebrate successes worldwide to strengthen relationships, and remain actively engaged with clients globally.
Making Global Campaigns Relevant For Local B2B Clients
- 1. Making global campaigns relevant for local B2B clients 10 Tips from Cecile DELETTRE International coordinator Administrator - ADETEM
- 2. Some global B2B companies from EUROPE : • 28 member states of the European Union • 12 currencies • Eurozone : 17 states • Population 504 .456. 000 present in US… AIR FRANCE Majella Nolan VP Customer experience – Industry Business Examples of global assets Bernard Richard-Canavaggio Global Marketing Director Services Examples of global campaign
- 3. linkedin.com/in/ceciledelettre delettre.cecile@gmail..com @CecileDelettre Cécile DELETTRE DMA Conference since 1996 / DMA HQ : 1991 New York Experiences : Services, B2B marketing, International Business development -ADETEM : International Coordinator, Administrator –Europe - The French association in Marketing – 1500 members - 80 % Brands UBIFRANCE Global Business Development in 80 countries - Organization 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 Marketing Manager ROBECO BANK : International Finance CRM , Marketing and Customer Loyalty manager CARNIEL Marketing : Marketing services MMV : international Tour operators Foreign markets knowledge. Marketing diploma (Master) from IFG Paris. Public relation for international organisations.
- 4. Global (EU-Fr) companies present in the World
- 7. 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
- 8. Supported by ECO2.0 promo on Social Media after 2 weeks • (47+) tweets on Global and country Twitter accounts • Retweeted for over 175,000 views • QR code used in tweets for easy access to app Twitter 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
- 9. - 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 https://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4
- 10. • World map of BV ‘marcom’ network Strategic Marketing Product marketing Business Marketing Operational Communication e !
- 11. 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/Opportunities/Threats. - Create a global message Storytelling, Content, asset Tell the story in clear unambiguous language Ensure minimum text and voice over to facilitate localization - Integrate the culture-specific nuances. Be inventive and creative – but be aware to possible local sensitivities Ensure any images used are inclusive – different ethnicities, non specific locations…
- 12. Re-think our geography Launch global assets with sufficient time for localization Provide a range of assets for different budgets – Not all countries have the same marketing spend.
- 13. 2. Study the Ecosystem Who are the decision makers ? Who are the influencers ? What are their values ? Identify the community, events, Social DNA, media… Legal aspects : rules on data, sustainability,…
- 14. 3. Involve your local teams • Set the objectives and ROI together. • Give flexibility and autonomy to reach the goals. • Choose global and local multi-channels media. • Share the information, communicate the results.
- 15. 4. Build the metrics by country • Set the KPI, Key Performance Indicators • Track and gauge what is effective or not. • Manage the campaigns in the CRM software tool.
- 16. 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 continuous evolution : GDP, population, growth…
- 17. 5. Create partnerships locally Industries leaders, Think Tanks, Federations, Universities, … 17
- 18. 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 marketing : - Facebook Scoop it, - White Papers in different languages, - Newsletters, -You Tube, localized in 43 countries.
- 19. 7. Act local Speed business dating - Join the community - Meet your local clients - Exhibit
- 20. Make it Happen -Launch a product. - Create the Buzz. - Engage Public relation.
- 21. 8. Efficient PR campaigns
- 22. 9. Integrate your Global Marketing Campaign Email Web Mobile Social Customer Intelligence
- 23. 10. Be active Worldwide Celebrate with your customer and your team Create a strong relationship
- 24. Thank you for your attention Cecile Delettre cecile.delettre@adetem.net linkedin.com/in/ceciledelettre France / Germany