Demant
When autonomy leads to productivity
Number of versions created
0
Number of countries
0
Number of Versionizer users
0
Demant is a global hearing healthcare and audio technology group. Their 16 brands are active in 43 countries, with a total of 341 registered users on Versionizer. They use Versionizer for all their marketing material, from product films to social media posts, testimonials, infomercials, etc. Demant was the first client to sign with Versionizer — and, to be honest, their old set-up was probably cheaper.
Before partnering with Versionizer, Demant headquarters would produce a product film, which was then uploaded to a central video site. Here, local markets could view the available material, and request a version in their language. Next, they would download the script, which was then translated by an external agency. Once the translation had been approved, two student assistants at the headquarters would produce the requested film off the translated script. Only then did the local market receive their film, and was able to comment. But since the translation was done in a Word document — not in the actual film — it was out of context and virtually impossible to get right the first time. Invariably, there would be corrections. And so the whole process had to start over. Each time, this took about three weeks. Today, it takes a couple of minutes.
When Demant launches a new product, it often hits the market at different times in different countries. In practical terms, this means that some countries will be needing the marketing material perhaps a full year or more after it was produced. And not to bash the two student assistants, but locating old assets just wasn't always possible. Which is only human, of course. But now, with Versionizer's fully automated set-up, all assets are available to all relevant markets at any time. 24/7, 365. While switching to Versionizer didn't necessarily reduce spending, it did ramp up the return on investment. Every single Demant market is now able to move with speed and flexibility, according to their specific needs. Today, each territory, no matter how small, has the same marketing muscle as the global headquarters — and Demant's films reach more costumers, in more versions, than ever before.
Before partnering with Versionizer, Demant headquarters would produce a product film, which was then uploaded to a central video site. Here, local markets could view the available material, and request a version in their language. Next, they would download the script, which was then translated by an external agency. Once the translation had been approved, two student assistants at the headquarters would produce the requested film off the translated script. Only then did the local market receive their film, and was able to comment. But since the translation was done in a Word document — not in the actual film — it was out of context and virtually impossible to get right the first time. Invariably, there would be corrections. And so the whole process had to start over. Each time, this took about three weeks. Today, it takes a couple of minutes.
When Demant launches a new product, it often hits the market at different times in different countries. In practical terms, this means that some countries will be needing the marketing material perhaps a full year or more after it was produced. And not to bash the two student assistants, but locating old assets just wasn't always possible. Which is only human, of course. But now, with Versionizer's fully automated set-up, all assets are available to all relevant markets at any time. 24/7, 365. While switching to Versionizer didn't necessarily reduce spending, it did ramp up the return on investment. Every single Demant market is now able to move with speed and flexibility, according to their specific needs. Today, each territory, no matter how small, has the same marketing muscle as the global headquarters — and Demant's films reach more costumers, in more versions, than ever before.
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