Initiatives: MediaBin: advertising plan in just a few clicks
At the beginning of 2011, FELCO implemented tools for the creation of advertisements and sales documentation. The aim: to facilitate advertising plan management for local importers. Here are some details.
In March 2011, FELCO launched two new tools aimed at facilitating the work of the distribution system. Integrated to form part of MediaBin, (picture library which can be accessed from anywhere), these two applications can be freely accessed.
Customized FELCO advertisements
First tool: the creation and customization of FELCO advertisements. Up until recently, importers and retailers have been forced to turn to graphic artists to design their publicity materials"Up until now, we have not embarked on many publicity campaigns because they were too complicated to set up", explains Catherine Schmid, Marketing Asset Manager at FELCO."This system will make things easier. We must simply be aware of magazine details and select a format similar to what we are looking for".
Once connected to MediaBin, the importer selects the desired advertisement format, specifying the exact size and selects one of the advertisement types offered (Green, Power assisted, Industrial...). They then enter their text (3 rows for the advertisement content, 2 rows for the address and 1 row specifying the link to FELCO) and...that's all there is to it. Within just a few moments, a high-quality page is generated, which can be directly used by the magazine which is to feature the advertisement.
Regula Brast, Swiss Market Sales Assistance, cannot stop raving about the system."It's great!", she says."I can prepare my publicity schedule for the year and get myself organized". Regula is able too create, in her own time, an advertisement specifically aimed at her target audience (amateurs, professionals...) or to the particular season (Christmas...)."I can create an advertisement in just a couple of minutes. It also provides me with a solution in emergency situations. This wasn't possible before".
In Regula's words, this system"leaves her to act completely independently and renders her more efficient".
Standard sales materials
Launched at the same time as the above mentioned first tool, a further MediaBin integrated application, allows importers, with just a few clicks, to create sales documents: headed paper, envelopes, business cards. Everything is easily, rapidly and freely accessible. Everything conforms with the graphic guidelines issued in 2010.
Access to the system is reserved for importers. All the same, those responsible for the Swiss market, suggest printing their business cards to stores selling FELCO tools. The front of the card features information on the retailer dealer, whilst the back displays the FELCO colors. Catherine Schmid explains that it represents a"service offered to stores".
MediaBin, FELCO's picture library
Accessible at the website www.felco.com, MediaBin, contains images which are useful to the distribution network, be they photos of products, the company or logos."It is based on a self-service concept where those interested can search for the picture they require", explains Catherine Schmid.
The tool has proved popular with more than 18,000 downloads carried out in 2010. 10 images are downloaded, on average, with each connection to MediaBin.
However, Catherine does not plan to stop here. Within the next few months, the system will offer addition content, video management.
SH