Here’s the new promotional Globe Media Group video. It brings the new GMG brand to vivid life and explores how The Globe delivers a unique client experience that focuses on the intersection of Audience, Context and Performance.
Across the sales and editorial groups, I’m driving a renewed focus on CEM – Customer Experience Management. The goal is to ensure that every source of client contact – from information touch-points such as the GlobeLink.ca website, promotional booklet, new videos and new PPT deck) have consistent messaging impact. The messaging continues seamlessly into the internal proposal development process, focusing on effectively demonstrating to clients that they can form the strongest connection to Canada’s influencers, in partnership with The Globe.
Combined with an intensive training program (building deeper product knowledge and an advanced sales approach), the sales group are now better equipped to deliver fully on a client’s objectives – and grow their business opportunities – than ever before.
Interesting insights into the importance of listening to, developing with and learning from your audience.
Trials and iterations:
The Globe and Mail tries to balance reinvention and familiarity in its new app
The Canadian newspaper’s new iOS app tried to embrace mobile as a unique platform. Users hated it. Now the company is trying to respond to user feedback while embracing a new digital strategy.
Read the article on the Nieman Labs site
The new Globe Media Group brand identity and sales materials are launching in early July. A strong new expression of our brand, the new marketing message focuses on emphasizing The Globe’s core strength and how that benefits our advertising partners.
Exploring the intersection of Audience, Context and Performance, across a new booklet, video and presentation and a redesigned GlobeLink.ca website, we clearly demonstrate how to form a strong connection to Canada’s influencers – accessing a target consumer audience – within Canada’s most influential audience, within our leading, trusted editorial context to deliver fully on a client’s objectives.
The new messaging effectively conveys the next evolution in the GMG sales approach – away from a traditionally transactional approach to developing deep client relationships as marketing consultants. The transition is demonstrated with strong category and product knowledge and in crafting carefully tailored proposals and persuasive communications to initiate productive conversations.
Initial feedback from the sales group is very positive, with reports of clients being highly engaged and freshly impressed in recent presentations. Combined with extensive training to upgrade proposal, presentation and communication techniques, the new Globe Media Group is positioned for strong growth as we approach the next fiscal year.