[EXPORT & MENA] Plan marcom FY25
Limagrain
Created on October 21, 2024
More creations to inspire you
SLYCE DECK
Personalized
LET’S GO TO LONDON!
Personalized
ENERGY KEY ACHIEVEMENTS
Personalized
HUMAN AND SOCIAL DEVELOPMENT KEY
Personalized
CULTURAL HERITAGE AND ART KEY ACHIEVEMENTS
Personalized
DOWNFALLL OF ARAB RULE IN AL-ANDALUS
Personalized
ABOUT THE EEA GRANTS AND NORWAY
Personalized
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
Note: In Genially, we use AI (Awesome interactivity) in all our designs so that you can level up with interactivity and turn your content into something that engages and provides value.
Did you know? In Genially you’ll find more than 1,000 templates that are all ready for you to enter your content and customize, and that will help you tell your stories.
Did you know? We retain 42% more information when the content has movement. It may be the most effective resource for capturing your audience’s attention.
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
- 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.