[EXPORT & MENA] Plan marcom FY25

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.