Consumer electronics giant extends global marketing reach, improves brand control, leverages buying power and empower its distribution channels.
The Challenge
Our consumer electronics client offers customers worldwide a comprehensive range of storage products for desktop computers, high-performance servers and mobile devices, hard disk drive storage devices and solutions for a broad range of market segments.
Our client has marketing teams servicing EMEA, The Americas and Asia Pacific. Primarily producing product marketing collateral to support over 100 channel partners worldwide, as well as the internal marketing and sales teams. Marketing collateral produced include Data Sheets, Web Banners, Outdoor Display Stands, Brochures, Video, Photos, Event Cards, Posters, Brand Guidelines, Logos, Giveaways, Post Cards,Press Ads, Letter Heads, Stickers.
As marketing material is produced by the central teams, managing the collateral in terms of localization, print and distribution was proving challenging for the following reasons:
- No central hub from which the distributors and channel partners could access the marketing collateral, effectively limiting the global marketing reach.
- Limited visibility in the local markets. Distributors were manipulating material without client approval, which invariably led to design variations and a dilution of the client brand, as well as increased local production costs, no economies of scale, multiple amendments and limited tracking on spend.
- Inconsistent pricing on print and fulfillment. Print was managed through the agencies with limited visibility of the procurement process. The clients global buying power was not being utilized effectively. The client required a way to solve these issues, and maintain control and visibility of their distribution and sales channels, print procurement processes and global brand integrity. Ultimately providing a greater marketing reach.
The Solution
Following a successful tender, Mtivity were able to offer the consumer electronics company a global, end-to-end solution for On-Demand Channel Marketing, utilizing the following components:
Mtivity's Catalogue Management Product suite:
- Provides a branded, multi-lingual, web based print on demand portal of all marketing collateral, from which distributors and sales teams can order printed collateral, as well as on-line and event collateral The ability to produce customized marketing material for both local markets and joint promotions through configurable templates of artwork, fully compliant with the client's brand guidelines.
- Allows users to drop in free text and pre-defined images, to drive out production cost.
- Allows both pre-determined and flexible quantities of collateral to be purchased on-line, with order approval loops, spending limits and pre-defined pricing all in place.
- Printers are pre-defined based on order location, and orders are tracked through to final delivery.
The Benefits
- Increased presence in each market through greater availability of marketing collateral to all distributors and partners.
- Improved budget control via continually monitoring user spending levels. Enhanced effectiveness via customized collaterals, tailored for local markets.
- Instant access to marketing info/assets for sales teams and sales channel partners.
- Rapid support for new product launches eg. distribution of collateral to local markets.
- Stronger relationships with key accounts in each market.
- Elimination of obsolescence.
- Elimination of stocks (working capital, storage space).
