During the DMA2013, conferences and exhibition in Chicago, I did this presentation about International development : Making Global Campaigns relevant for local customers

1. Making
global
campaigns
relevant
for
local
B2B
clients
Cecile
DELETTRE
Interna=onal
coordinator
ADETEM
Global
Events
and
Marke=ng

2. 2
GLOBAL
MARKETING
EXAMPLES
FROM
COMPANIES
:
•
Bernard
Richard-­‐Canavaggio
Global
Marke=ng
Director
Services
Examples
of
global
campaign
•
•
•
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

3. Global
(EU-­‐Fr)
companies
present
in
the
World

4. 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
:

5. Sample
integrated
campaign
assets
to
promote
EC02.0
energy
management
Attention
Assets:
Press
release
Infographics
Action
Assets:
Roll-­‐up
Animated
demo
ECO2.0
Software tool
Desire
Assets:
Web
banners
on
websites
Tweets
&
linked-­‐in
mssg
on
social
medias
Interest
Assets:
Apps
on
mobile
devices

6. Supported
by
ECO2.0
promo
on
Social
Media
aYer
2
weeks
Twier
•
(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
LinkedIn
Schneider
Electric
–
Intelligent
Energy
•
Promo
and
Discussion
post
ECO2.0
•
Members:
27,600
Word cloud showing main keywords
found in online conversations
Blogs
ECO2.0 Promoted in blog:
“Energy Efficiency for Financial People”
243 views in 4 days

7. Augmented reality articulates a
complex message
-­‐
Infographic
on
social
medias
-­‐
Digital
ad
-­‐
Digital
roll
up
Pointing to AR
movie that
customer can
see on PC,
tablet and
smart phone hps://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4

8. 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

9. What
is
MarkeJng
mission
?
• At
local
level:
Sell!
Sell
!
Sell!
• Be
proac=ve
instead
of
reac=ve
•
•
•
What
to
push?
To
who
?
How
?

10. 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,…)

11. 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
• …

12. 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.

13. Timber
Legality
Project
What is illegal timber ?
Timber harvested in
contravention with local
regulations on forestry
and trade of wood
materials.
► 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
Europe is the first destination of illegal wood

14. New
legal
obligaJon
New
obligaJons
on
all
companies
trading
wood
based
products
:
wood,
pulp
and
paper,
packaging,
furniture
&
deco,
wood-­‐based
fuels
1
EXPORTING FIRMS
• No
import
of
illegal
wood
• Have
a
due
diligence
performed
before
shipment
2
IMPORTING FIRMS
• Demonstrate
legal
origin
of
all
products
to
market
products
in
Europe
2
Publics/Services
offered
by
BV
Service :
Legal Origin Assessment
Service :
EUTR compliance suppliers
management

15. MarkeJng
campaign
Objectives
þAwareness: Bureau Veritas is a leader in Timber
certification services
þClient Acquisition: Generate leads to growth the
business
þClient relation/ Loyalty: A majority of our clients are
concerned by this regulation
Mix

16. Mix
Dedicated
page
to
download
the
white
paper
Forest
content
on
BV.com
and
pilot
countries
Strong
SEO
Strategy
Digital
Campaign
E-­‐mailing
campaign
to
clients
and
prospects
Local
adapta=on
Global/ Local
Local
exhibi=ons
Clients
seminars
Client
mee=ngs
Local
Offline
Plans
EUTR
Campaign
Google
adwords
campaign
to
create
traffic
on
the
white
paper
page
White
paper
PR
Campaign
Global/ Local
PR
launch
in
France
for
HO
Partnership
with
PR
Newswire
for
launch
in
pilot
countries

17. Global
Leads
GeneraJon
(1) Google Adwords +
optimized Search
Engine Optimization
(4) Leads gathering
and qualification against
strategic criteria
(5) Leads
Centralized
management in CRM
and distribution of
actions in concerned
countries
(2) Landing
page
(3) Form
Submit
(2) Web
Page
(7) TRACKING
results (won/lost/
no answer) in
CRM according
(6) Local Sales Actions
- Contact prospects
- Telemarketing
- Business Meetings
- Offers
Reporting of
sales
CONTRACTS

18. First
Results
at
the
end
of
pilot
phase
Roll-out plan
Launch
BV.com
Materials
+
Process
set-­‐up
+
BV.UK
May
14th
Start
in
Germany,
Poland,
Spain,
NL,
Russia
Global
roll-­‐out
(see
priority
A
and
B
countries)
June
22nd
TOP 5 Sources
Results from BV.com + BV.UK
•
•
Traffic mainly comes from
Google adwords campaign: 91%
148 White Paper Downloads
China
1094
India
306
USA
205
UK
196
France
3724 unique visitors on the landing page
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

19. Internal
InternaJonal
PromoJon
E-­‐mailing
Campaign
Intranet
Conference
Calls
Let
us
know
if
you’re
interested
in
launching
one
of
our
campaigns!

20. Results
• InternaJonal
team
Building
• Confidence
in
HQ
to
provide
added
value
operaJonal
markeJng
acJons
• InternaJonal
&
Local
Leads

21. 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

22.
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

23. 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.

24. 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,…

25. 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.

26. 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.

27. Analyze
conJnuous
evoluJon
:
GDP,
populaJon,
growth…
Area
>
3
million
km2
Population
> 100 million
Indonesia
Nigeria
Brasil
Bangladesh
United
States
E.U.
Russia
India
Canada
Pakistan
China
Mexico
Australia
Japan
Spain
UK
France
Germany
South Corea
Italy
GDP > 800 billion US$

28. 5.
Create
partnerships
locally
Industries
leaders,
Think
Tanks,
FederaJons,
UniversiJes,
…
28

29. 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.

30.
7.
Act
locally
with
events
-­‐
Join
the
community
with
Social
Networks
and
Real
Life.
-­‐
Meet
your
local
clients
-­‐
Exhibit
Speed
business
da=ng

31. Make
it
Happen
-­‐Launch
a
product.
-­‐
Create
the
Buzz.
-­‐
Engage
Public
rela=on.

32.
8.
Efficient
PR
campaigns

33. 9.
Integrate
your
Global
MarkeJng
Campaign
Email
Web
Customer
Intelligence
Social
Mobile

34. 10.
Be
acJve
Worldwide
Celebrate
with
your
customer
and
your
team
Create
a
strong
relaJonship

35.
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.

36.
Thank
you
for
your
aenJon
Cecile
Delere
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