With multiple stakeholders at each site involved in the procurement process, there was inconsistency in all aspects of the marketing collateral. There was massive duplication of effort and processes, and no central visibility of marketing spend and how that related to sales. Many of the local operating companies were buying badly – an independent audit had identified that more professional purchasing and consolidation of the spend could give savings of 20%.
But the US parent company did not want to manage marketing production from head office. Local operating companies were closer to their markets and customers, and also had a strong entrepreneurial culture. The challenge was: how could SPX maintain brand integrity, reduce costs and still allow marketing collateral to be managed locally?
Brightsource started with an intensive engagement process, and worked collaboratively with both head office marketers and procurement, and local operating company marketers, to build consensus on shared objectives, understand the profile of collateral being produced, and agree common standards.
From these immersion and data gathering stages, Brightsource developed an online, centralised web2print and asset-management portal, where stakeholders at each site, could log on, select and order collateral. Standard marketing items are customised from online templates and then printed on demand. Bespoke marketing collateral such as technical product brochures are designed locally, but managed to brand guidelines by Brightsource and uploaded to the portal.
Consistency and reduced costs
Because all activity is channelled through this one central hub, this enables centralized reporting, better stock control and consistent pricing. With all materials being processed, produced, and distributed through Brightsource’s dedicated systems and supply chain, collateral is now consistent in look and feel. The new system has reduced artwork costs, lead-times and waste and is saving 18% on print costs. It provides centralized reporting and a single view of cost across all operating sites (in multiple currencies). It also enables local units, for the first time, to have visibility of all the products and marketing collateral being produced by sister companies, creating new cross-sell opportunities.