ONLINE

A CONSISTENT DIGITAL APPROACH

The the way we communicate is changing. Digital marketing doesn’t exist anymore – it’s just marketing in a digital world. In this era, it’s extremely important to ensure consistency, since there are many competitive brands that are struggling to be seen and to be remembered. However, a digital presence involves more than the official website. Therefore it is also important to interpret the brand guidelines into other digital channels, such as Facebook and YouTube, and to always have the leading search engines’ requirements in mind. This chapter covers the most important channels, and what’s important to have in mind when speaking the Husqvarna language in the digital world.

WEBSITE

The main purpose of the Husqvarna Construction website is to create a professional knowledge base for our target groups. The website shall communicate the full potential of the product range, focus on sales, and help users find the right product for their jobs. Since the majority of our customers are researching products and services online, it is important that the contents of the website are visible in search engines such as Google.

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ONLINE ADVERTISING

STARTPAGE / BILLBOARD

Advertising online is done in either owned media (such as the website) or paid media (banners and search advertising). OWNED MEDIA On the website the formats that we use are Startpage Billboard, Promobox and menu-ad. The website should always be up to date and hold all the latest campaigns. The first page of a local website is the page that most of our users visit, and is therefore an important display window. MENU AD DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED DESIGN TO BE DEVELOPED

PROMOBOX VIDEO PROMOBOX

ONLINE ADVERTISING

BANNERS

Banners are in general not great traffic drivers to the public website, but they can still be effective in some cases. Use highly creative banners for brand awareness (big formats and good placement), and use banners to promote relevant and great offers.

SEARCH ADVERTISING

Adwords are in general great traffic drivers to the public website. Just pay for clicks. For more information and directives see the “PPC How-to” from Digital Media. LEADERBOARD

RECTANGLE

SKYSCRAPER

SOCIAL MEDIA

Other channels for the Husqvarna Construction brand to relate to;

FACEBOOK

Our Facebook channel is a forum where people can ask questions, get advice and where brand fans can share their enthusiasm and get encouraged by Husqvarna Construction. Make sure that tone of voice reflects the brand and always answer user enquiries and questions.

YOUTUBE

When adding material to YouTube, make sure to always tag and name the videos correctly. Have basic YouTube and Google SEO in mind. Also try to embed this material on site. The videos can also be promoted with In-Search Ads. You are not allowed to publish anything on YouTube without approval from Central Marketing Communications.

LOCAL CHANNELS

Local YouTube and Facebook channels are not allowed at this stage. Local content can be posted on the global channels by contacting Central Marketing Communications.

Social media policy

“Construction Global Marketing” on Connect

E-NEWSLETTER

E-newsletters should be focused and have a clear message. Always keep them short with clear call to actions, preferably after each section. The subject line should also be short and to the point. Always try to collect e-mail addresses and remember that you need to have your customer’s permission before you add him/her to your send list/s.

SOME GENERAL ADVISE:

–Work with your recipient lists – know what you are sending to whom –Always include value for the customer –Dare to be personal –Look at statistics and learn what w orks –Check your local legal e-mail marketing regulations –When including a case stor y with photos, please make sure that the operator is using the product in the correct way and that he/she has the required safety gear

Templates

www.anpdm.com

THIS IS OUR NEW POWER CUTTER

DIGITAL MAGAZINES

Interactive publications, such as tablet magazines and interactive user guides, represent great opportunities to enhance the Husqvarna brand experience. When designing and producing such assets, it is important to take into account all the aspects of a consistent brand identity that we mention in the guidelines – tone of voice, tone of interaction, graphic design and imagery.

APPLICATIONS

The idea of digital applications is most often to help the user in different ways. That’s why design in applications is all about functionality and intuitive interfaces.

FOCUS

Avoid squeezing in to many things in the same context or application. Focus on solving one problem at the time.

LESS IS MORE

Apply a clean, flat, and simple graphical style. White space is your friend.

INTUITIVE INTERACTION

Purpose driven and user-oriented interface design is fundamental. Follow conventional design patterns.