Lindblad serves a diversity of global clients with digitization of their omnichannel marketing and sales operation management
Case: Beiersdorf
Efficient project and campaign management
Who is Beiersdorf?
Beiersdorf is one of the world's largest and oldest companies within the skin and beauty. The market is global and is covered by 22,000 employees has a turnover of approx. € 6 billion.
What was the challenge?
Beiersdorf has a huge campaign and product launch program around the year. A program that covers almost all world languages. The criteria for success of these launches are innovation, speed to the global market and effective global knowledge sharing and production of sales, marketing materials. Beiersdorf asked us to help them organize and digitalize their marketing materials and campaign planning process.
Results
Simple and effective project and campaign management globally.
It is simple, visual and global project management, and it has cut project time by 60% compared to the past.
And not least, there is absolutely no doubt about what is the latest version and who has the''ball''in the project.
It has brought the error rate down by 90%.
Contact us for more information.
Customer testimonial:
“One of the values in companies is ”Exceed expectations”. For the marketing people, this means that you need to invest the company’s money more effectively and efficiently than the competitors! The only way you can out-smarten your competitors is to accelerate your learning and share your best practices. A unique tool for this is the ”Campaign/LaunchZone” process”.
Beiersdorf
Case: Grundfos
Global campaign and launch management
Who is Grundfos?
With an annual production of more than 16 million pump units Grundfos is one of the world's leading pump manufactures. The Grundfos Group is represented by more than 80 companies in more than 55 countries. In addition Grundfos products are sold in a large number of countries by local distributors.
Grundfos has approx. 19,000 employees and a yearly turnover in 2014 on 3,168 million euro.
What was the challenge?
The challenge was to go from a central go-to-market operation management approach to a local autonomously operation management with a high degree of self-service and local dynamic adjustments. A decentralized go-to-market sales and marketing operation management strategy, that ensured the corporate identity, brand messages, campaign and launch and direct approach to customers right where they are. Cost effective and measurable in terms of both speed to market and sales results.
Results
Lindblad customized a Grundfos MarketPort which dynamically reflects and supports the objectives of the decentralized go-to-market strategy. Each subsidiary and distributor got their own Marketing Cloud – MarketPort with the Modules:
Multi-MediaZone – The multi-media source library (DAM)
The WorkZone – The multi-media studio with web2web, web2print builders
The Campaign/Launch Zone – The cloud access/portal to Campaigns, Launches and Marketing/Sales materials.
A self-service and sharing of best practice operation management by the local marketing and sales staff, made possible by the global updates of campaigns, launches and material templates ready to local adaption, translation and production in the moment that the release button is activated by the headquarter. This creates measurable results in terms of:
- Time to Market is shortened by 60%
- Local marketers creates professional marketing and sales materials, great saving of costs to local agencies, designers etc.
- Cross border sharing, reuse and adaption of materials, campaigns and best practices.
MarketPort dashboard that in a simple and visually way show just in time statistics for Campaign and Launch progress, users, materials, Return on Investment, KPI's etc.
Customer testimonial:
Local campaign and launch management in Australia and Indonesia
"As you probably know, in-store solutions are a very effective way of influencing the Moment of Truth out there in the wholesaler stores so that more installers choose Grundfos. You may also remember us describing the new and user-friendly Online Marketing Generator (OMG) that your marketing people may use to quickly develop professional-looking in-store solution materials. It’s easy, and since you only need to pay the printer, it’s very cheap as well. But instead of taking our word for it, why not hear what one of your colleagues, Regional Marketing Manager Tiffany Bermingham from Grundfos Australia (GPA), has to say about the OMG?
Speed to market and user-friendliness
“The main advantage of using the Online Marketing Generator is the speed to market”, Tiffany says. “The tool allows you to create reactive below the line marketing collateral quickly and keep tone, look and feel of our brand consistent across borders”. Consistency across borders is especially important if, like Tiffany, you’re handling marketing material in several languages for several markets, but compliance with the corporate visual identity is important for all of us – and the OMG ensures this.
The main reason for the speed to market, of course, is that the tool is very easy to use: “Once you have the product image contoured, all you need to do is follow a few simple steps and you have your piece of artwork created, ready to send to the production house”, Tiffany says, adding that all it takes to get up and running and create artwork with the new tool is about one hour of learning.
Saves time. And money
It is all very well to have great speed to market and user-friendliness, but sometimes in the real world, marketing efforts are often decided by the simple question of money. In a nutshell: Is there money (and man-hours, which amounts to the same thing) to be saved by using the OMG? Tiffany is very clear on that point. “It’s a cost effective solution,” she says. “It saves both time and money for producing artwork”.
If you had to sum up your experience of using the OMG in one word, what would it be?
“Awesome!”
Case: ConvaTec
Marketing became global and interactive
Who is ConvaTec?
ConvaTec is a global company and the result of a recent merger of Unomedical and ConvaTec. The headquarters is located in the United States, and ConvaTec sells different products for hospital and care within the business areas Ostomy, Wound Care and Continence and Critical Care.
What was the challenge?
ConvaTec has seen an explosive growth both in sales and new product development. To stay in front of the market, with faster and more advanced product introductions, they decided to implement an online strategy for their marketing and sales operations.
Results
Local market units now have individual access to an online marketing universe with access to current and approved materials, online sales manual, e-learning programs etc.
Order intake and promotion speed is approx. 60% faster than before.
Contact us for more information.
Customer testimonial:
”Our strategy was to take our global marketing department online. The digital solution ensures us a first mover effect in a market characterized by fierce competition, challenging market places and the difficulties of making global material available locally. Even though our supplier of digital solution is a small Danish company, their work has had great impact and helped us shorten our time to market and they are able to personalize the service they give us”.
Iain Clarke, Director, ConvaTec
Case: Dako
Got track of marketing logistics
Who is Dako?
Dako is one of the world's largest companies within the cell-based cancer diagnostics and analysis, equipment/software for laboratories worldwide. Approximately 1,000 employees work within production, development, sales and marketing in 70 countries. Dako has subsidiaries in 20 countries and distributors in 50 countries.
What was the challenge?
Dako develops new products and solutions continuously throughout the year. Is is often complex products that require individual contact and launch towards the individual customer. This requires a rapid and global knowledge sharing, development and distribution of sales and marketing materials such as presentations, printed materials, film and pictures.
Results
Knowledge management, optimization and visibility of goals in the construction and production of marketing materials.
60% cost savings by building campaigns and materials online without the need for designers and ad agency.
50% saving of time associated with support for distributors, while a more visible and individual support of the individual customer.
Contact us for more information.
Case: Ambu
Introduced global eSales and Online Marketing Services
Who is Ambu?
Ambu is internationally renowned for its equipment for hospitals and rescue services. They have representation throughout the world and a very large product portfolio, with numerous variants.
What was the challenge?
Ambu wanted to open up their sales and marketing department, globally and always accessible.
Results
100% globally integrated digital marketing department with a high degree of self-service locally 45% cost savings on marketing materials through new centralized online order management system 40% saving by building campaigns and materials online.
Contact us for more information.
Case: PPG
Global cloud sharing, access and setup of marketing and packaging materials
Who is PPG?
With roots back to 1883, when the company was founded, PPG is today one of the leading global suppliers of paints, coatings, optical products, specialty materials, glass and fiber glass.
The headquarter is located in the United States. With more than 150 manufacturing locations throughout Asia Pacific, Europe, Middle East, Africa and Latin America, PPG facilities are strategically located to serve their customers in every region. Worldwide, PPG employs more than 46,000 people.
What was the challenge?
The PPG brands, Gori, Bondex and Dyrup would allow the markets to share and use marketing materials locally, quickly, in latest version and highest quality.
At the same time, PPG would allow local markets to have their own local Marketing and Sales Asset department online.
PPG has a large amount of labels and packaging materials with many languages and changes. Setting up, updating, language editing and approval procedures etc. of all these materials required a very large amount of internal time consuming and was very costly.
Results
Lindblad analyzed and interviewed the markets and setup a MarketPort with Digital Multimedie Asset Management (MarketingZone). On top of that we setup the cloud studio (WorkZone), where the Marketing materials and the labels and packaging materials are build and translated without the use of any graphic programs such as ex. InDesign, Photoshop etc. Easy to use by people without technical skills.
Result: There are access to global and local marketing and sales asset and the online web2print studio form one cloud portal.
Genuine sharing of materials and knowledge etc. between the markets. Cloud workflow that cuts the time to market by approx. 60%, ensures high quality and cost savings.
Contact us for more information.
Customer testimonial:
“For me, they offer two things: Firstly, a smooth-running filing system and presentation tool. Secondly, I like how they have a very pragmatic approach to communication and for instance printed matter. I find this style very liberating and comfortable in contrast to the often somewhat overblown and staged ways of thinking within advertising agencies.
They are also very solution minded and great at controlling productions”.
PPG
