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Transcript

EXPORT & MENA - FY25

MARCOM

Sales campaign kick-off - Tunisia Oct. 2024

AGENDA

  • CUSTOMER EXCELLENCE
  • MARCOM PILARS/INITIATIVES & TOOLS
  • INTEGRATED MARKETING CAMPAIGN
  • EXPORT & EMEA FY25 (Short term action plan)
  • BRANDING

CUSTOMER EXCELLENCE

CUSTOMERS EXCELLENCE

In FY24/FY25

MARCOM PILARS

INITIATIVES & TOOLS

MARCOM PILARS

Branding

Digital

Customers targets & business priority

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MARCOM INITIATIVES & TOOLS

Integrated Marketing campaign (KPI's / ROI)

CRM

Give & gets WS with EMEA Marketing team for NPI & go to market

Invest focus vs. budget constraints

Online & offline

INITIATIVES

TOOLS

INTEGRATED MARKETING CAMPAIGN

  • 1 to 15th November :
    • Direct customer communication

INTEGRATED MARKETING CAMPAIGN

KPI's / ROI

Target & Sales objetives (NPI's focus / priority crops)

Messaging (Value proposition)

CRM Marketing automation

Campaign builder & phasing

KPI's (Sales & MARCOM)

Reporting ROI & debrief

Example -->

BAHMAN CAMPAIGN

Why?

What?

Who?

Where?

How?

Enter the GH Cucumber market in Antalya region

Launching of BAHMAN F1

Grower, retailer & commisionners

Antalya - mainly Konakli & Kumluca regions

BAHMAN value proposition Engage key local leaders as influential promoters

Target & Sales objetives (NPI's focus / priority crops)

BAHMAN CAMPAIGN

Value proposition

BAHMAN CAMPAIGN

Campaign builder and phasing

STRENGHT

4

CONVINCE

3

SHOW

2

  • Target : Growers / Dealers / Commissionners
  • Objectives : Inform we have a NEW cucumber product coded 1140 during its harvest
  • Key Period : Harvest

Somos seres visuales

INFORM

1

Novembre 2023

December 2023

May 2024

October 2024

REMEMBER

5

May 2025

  • Target : Growers / Dealers / Commissionners
  • Objectives : Show the product to the customers
  • Key Period : Harvest and next programmation

  • Target : Growers / Dealers
  • Objectives : Convince to buy the product
  • Key Period : Sales period

  • Target : Growers / Dealers / Commissioners
  • Objectives : Show the good performance of
the product in its firts large scale prod year
  • Key Period : Harvest

  • Target : Growers / Dealers / Commissioners
  • Objectives : Remember the product
  • Key Period : Sales period

BAHMAN CAMPAIGN

KPIs & ROI

  • Post shared in August
  • Call To Action "Send us a message to have more information"

Total views

Engagement

Reach

This post reached more than 100% Account Center account than the last 50 Facebook posts and stories.

This post received more than 100% more expression, comment and share than the last 50 Facebook posts and stories

The post generated more than 93% clicks than the last Facebook posts and stories

Marcom budget spent : 3,5 K€TO FY25 : 45 K€ ROI : 1 € spent = 13 € TO

MENA & EXPORT

MARCOM ACTIONS

  • 20 November onwards - update mena.hmclausefielddays.com website + UBStream

MENA FIELD DAY WEBSITE UPDATE

  • 20th November External Communication

BRANDLAUNCH

SOCIAL MEDIA COMMUNICATION

REGIONAL PRODUCT CATALOG

  • 20th November onwards - start our social media communication with editorial plan

  • The time period and the content to be determined with the team

ACTIONS MENA

Short term

BRAND LAUNCH

ACTIONS EXPORT EMEA

Short term

  • 20th November External Communication

BUSINESS SUPPORT TO DISTRIBUTORS

  • Collaterals update
  • Distributors action plan support

Commercial brand evolution

BRANDING

A GLOBAL STRATEGIC PROJECT FOR THE COMPANY

Opportunity to

Affirm the company's positioning, with one brand promise

Only 1 commercial brand

Refresh and unify our visual identity

BRANDING PROJECT : corporate and commercial brand

Corporate brand

  • Remain stable overtime
  • Gives stakeholders a point of familiarity
  • May be (or not) a commercial brand
  • In the case of a corporate brand, elements such as values, missions, objectives and behavior are the focus of attention.

  • It may be revised and updated according to market/product developments.
  • This is only a commercial brand, sometimes different from the company brand.
  • It's the manifestation of a product's identity in its name, voice, story, slogan, logo, personality, packaging and other marketing materials designed to promote it.

A brand is a word, logo, symbol or name used by a company to help people distinguish one product from another.

Commercial brand

Customer survey

End FY26

REMEMBER

4

Online & offline content around the brand, market roots / support & team expertise

All fiscal year long

ENGAGE

3

Dissemination and customer information on identity evolution (video, digital, catalog, brochures, advertising, press releases, customers meetings)

On 20th November

INFORM

2

  • All new materials adapted to the new commercial brand
  • Old materials gradually updated
  • Team training on the new commercial brand
  • Customer information

This autumn

PREPARE

1

A change in 4 steps

A brand promise

New graphic charter

New logo

What's new?

LAUNCHING

BRANDING ROLL-OUT

EXPORT

DISTRIBUTORS MEETING ?

  • 20th November onwards
    • 1/1 meetings with distributors for branding presentation/training (collect their needs / concerns / suggestions)

  • 1 to 15th November :
    • Direct customer communication

  • 20th November onwards :
    • Mood video : Linkedin Corporate account (available in English for customers meeting)
    • CC storytelling accross touchpoints
    • Colaterals update

Packaging transition campaign

LAUNCHING

BRANDING ROLL-OUT

MENA

DISTRIBUTORS MEETINGS

SOCIAL MEDIA COMMUNICATION

  • 20th November onwards - aligned with global communication and local storytelling
  • Mood video

  • 1 to 15th November :
    • Direct customer communication

  • 20th November
    • Mood video : inkedIn Corporate account (available in English for customers meeting
    • CC storytelling accross touchpoints
    • Colaterals update

  • 20th November onwards
    • 1/1 meetings with distributors for branding presentation (collect their needs / concerns / suggestions)

Packaging transition campaign

Questions ?

1

Your content is appreciated, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

5

Your content is likable, but it only engages if it's interactive. Capture your audience's attention with an interactive photo or illustration.

4

Your content is liked, but only engages if it is interactive. Capture your audience's attention with an interactive photograph or illustration.

6

Your content is liked, but it only engages when it's interactive. Capture your audience's attention with an interactive photograph or illustration.

2

Your content is liked, but only engages if it's interactive.Capture your audience's attention with an interactive photograph or illustration.

3

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.