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Watch the Recorded Webinar – How To Communicate One Brand Message to Multiple Channels

Learn how the Globus Family of Brands, a travel package company with 4 unique brands, had to manage one platform for fulfillment, one for customizable assets, and one for ordering static items just to help ensure their branded materials were distributed efficiently and remained compliant. This process was extremely time consuming and overwhelming for the marketing department, so they decided to make a change.

Globus’ Channel Marketing Manager gives tactical examples on how they used analytics, flexibility, and transparency to increase their consumer reach, and how you can too.

Key Takeaways include:

  • Simplify engagement with marketing automation
  • Distribute materials via download, email, or print to control cost
  • Allow customization while ensuring brand control
Vanessa Parrish

Vanessa Parrish

Channel Marketing Manager at the Globus Family of Brands
Watch the Recorded Webinar - How To Communicate One Brand Message to Multiple Channels

Webinar Q&A

Question: For templates where the consumer can customize the text, do you require an additional approval? Is there concern the consumer will add text that is not aligned with the brand?
Answer: We don’t use a secondary approval process, though I do know that MarcomCentral has that feature available. Instead, we have put our sales teams in charge of those templates to approve before they’re released. We keep the editable text spaces very limited so that the user cannot edit too much of what is in the template. Usually we only allow the logo, name, phone number and CTA to be customizable.
Question: How long did it take you to develop and create the templates for your core set of materials when you launched Marcom? How many people did you have working on that process?
Answer: It took about 4-6 months to get every single template rolled out, but the great thing about MarcomCentral is you can launch your portal and then continue to add templates as you go. We had one person in marketing and one graphic designer manage the building of the templates.
Question: What were the main KPIs when launching this platform?
Answer: Our first and foremost KPI was to lower our costs. We used to pay for 3 different systems, so that could get expensive. Another KPI was the materials and how they are used. We track the usage of every asset in the system and measure it, and a KPI was to increase usage for specific materials.
Question: What advice would you give to someone looking to implement a tool like this?
Answer: I would say first to take inventory of every place where your brand is used. Really take the time to make a list and think of places like brochures, business cards, phone messages, quote documents, and even in places you wouldn’t normally consider through all departments. That will help you understand the scope of what you’re looking at to manage and keep consistent. Take stock of what your challenges are and your pain points and make sure the system will solve those.
Question: What was your process for training people how to use the new system and what challenges did you face?
Answer: We set up a series of training sessions and recorded them as well. We had one live one to kick-off the training, and then subsequently hosted webinars. We went through and gave a tour of the system and how to use it. We also have a dedicated “help” person for all of our platforms, and we have power users who are more tech savvy who became the go-to people for other users to ask questions. For our agents, we did a very short webinar that we house in our internal site for repeated use. For our sales team, our portal is a primary resource. They do live demos of the portal and how it can be used, together with clients as a live product that acts as a selling tool.