At first glance, mastering your brand identity internationally might seem like a major headache. However, that doesn’t have to be the case! Gerflor has found a quick and effective solution to this challenge. As a specialist in flooring solutions, Gerflor is a globally renowned company. With 4,200 employees, 19 factories, and 30 subsidiaries in 120 countries, communication is of utmost importance. To enhance global communication and control its brand identity internationally, Gerflor has decided to capitalize on email signatures.
Every detail matters to establish a company's legitimacy on the international stage, starting with the email signature—an often overlooked channel.
"As the company grew, we wanted to bring consistency to our communication, so that we would find the same guidelines on all our Gerflor websites. We have a common charter for all our sites, whether it's Gerflor France, Gerflor USA, etc. So, we needed consistency in our communication," says Martine GILLET-ARAIC, Digital Communication Officer.
For Gerflor, it was the opportune moment to establish control over its entire brand identity. A common charter was implemented to ensure the achievement of set objectives. Gerflor demonstrated agility in terms of communication-marketing management. How? By capitalizing on the right tool at the right time: an email signature management solution.
Why? With an average of 121 emails received and sent per employee each day, email is the first point of contact that employees have with prospects, clients, partners, or colleagues.
Thanks to the email signature, the identity of the employees and the brand identity of the company can be easily recognized. At a glance, this virtual business card humanizes your employees' emails and turns them into a privileged external point of contact.
And what about Letsignit?
The solution allowed Gerflor to make the most of its emails, by providing the ability to:
Gerflor is one of the companies that has been with Letsignit from the beginning.
Over the past few years, our teams have involved users in the heart of the solution's development process. The feedback we gathered has allowed us to evolve the tool to meet the needs of large enterprises: co-creation with Microsoft of an Add-in for Outlook, interface improvements, introduction of new functionalities...
At first glance, some features may seem trivial. However, they have a real impact on email signature management and the daily lives of our customers’ employees.
The features that make a difference for Gerflor:
Communicating an event to third parties requires having an impeccable image. The stakes are even higher when event communication involves another entity.
The Gerflor teams leverage their email signatures to deploy communication campaigns through banners, informing their employees, prospects, partners, and clients about ongoing events or partnerships.
"We usually communicate about major events such as world or European championships in basketball, volleyball, handball, or even the Olympics, where we have been present since 1976," explains Martine GILLET-ARAIC, Digital Communication Officer.
"To manage the banners in email signatures, we offer a central template that we adapt for our subsidiaries if there is any text message to be translated. Once it is ready, we make the banners available in the Letsignit tool," shares Martine GILLET-ARAIC, Digital Communication Officer.
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Thanks to the campaigns in their email signatures, the Gerflor teams are able to ensure global consistency of signatures, personalize their communication and marketing actions, and involve all their employees in the internal policies of the company, both locally and internationally!
According to Martine Gillet-Araic, if she had to summarize Letsignit in three words, they would be:
