5 Principles for Turning Ideas into Action Across a Global Business
Turning ideas into action for global, large-scale businesses takes careful consideration, planning and a clear execution plan.
Studio Everywhere spent 12 months working closely with global leader TK Elevator to conceive, embed, and activate a new service-oriented marketing concept, Universal Service by TK Elevator, worldwide.
The difference between success and failure of any such new initiative is in making sure that strategy translates into action, which in a company of 10,000+ employees, across 100+ countries, and 28 languages, is no easy feat.
Here are our top key learnings from working on this exciting project, and we’re thrilled to see the continued progress and success of the campaign.
"The Studio Everywhere team worked closely with over 50 stakeholders across all levels, functions and regions of our organisation to install a bold new vision, marketing concept and cross-functional activation roadmap to deliver a more pro-active definition of service that’s already helping us establish and reinforce our leadership position in this global market”
- Hannes Jantke, SVP of Global Service Business & New Installation OpS at TK Elevator
#1 Engage stakeholders across the company early, and often
WHY
Change must be embraced by all relevant functions (sales, marketing, product development, customer service, and engineering). Involving key stakeholders early ensures buy-in and advocacy and that the concept is deliverable and accepted by the people who matter - internally and externally.
HOW
We conducted interviews and workshops with
C-Suite, all functional and regional leads, key customers, distributors, consultants and influencers to gather inputs and ensure alignment. This built buy-in and identified potential challenges and opportunities to address.
#2 Tailor messaging for different audiences
WHY
B2B companies have a variety of stakeholders, with diverse needs. Any new positioning needs to be translated to address the specific pain points, needs, communication preferences and buying behaviours of each audience segment.
HOW
We developed detailed personas and tailored messaging frameworks for each target audience, highlighting the relevant benefits and value propositions, plus ‘elevator pitches’ and other messages to arm and empower the front line with when approaching or servicing customers.
#3 Ensure internal training and consistent communication
WHY
Every employee must understand and consistently communicate key messages. Misalignment internally can confuse customers and undermine credibility.
HOW
We re-imagined processes to ensure the new promise could be delivered consistently, then used train-the-trainer sessions playbooks and AI-generated training films to help employees understand how to embody the new experience in their daily work, from best practices to FAQs.
#4 Leverage customer success stories and case studies
WHY
Customers need to see proof of the value that a new proposition delivers. Highlighting real-world outcomes, reference cases and client testimonials demonstrate that your brand can be trusted to deliver on its promise.
HOW
We developed a comprehensive sales enablement plan, activated through a full set of updated collaterals: including new sales scripts, pitch presentations, a ‘living bank’ of reference case studies, customer testimonials and branded merchandise.
#5 Activate the concept at every touchpoint
WHY
The core concept should be consistently reflected across all touchpoints throughout the customer experience.
HOW
We built a comprehensive toolkit of global guidelines and digital templates, delivered via a central online brand and content portal, to ensure the new concept was delivered consistently, while being tailorable and translatable for local needs.
