Enter Canto: A Centralized Library for a Global Brand
SYNLawn now centralizes all of their imagery in Canto, giving their distributors on-demand access to a vast library of assets.
Matthew created folders for each region where SYNLawn has distributors and each folder is further organized by year. He makes sure to tag the assets so that they are easily findable via search. His teammates are now able to go into Canto and grab what they need, eliminating a bottleneck in the team’s creative flow.
“As much as we tried to share our images in the past, people were inevitably coming to me instead of looking for those assets on their own. Now, people know to go to Canto first,” says Matthew.
Centralizing Distributor Images for On-Demand Access
In addition to making all of their marketing imagery available to distributors, SYNLawn encourages their distributors to upload their own photos. This broadens the pool of available imagery and helps both the internal team and other distributors to find assets that they might need for various projects, such as local advertising campaigns and sales.
“We want them to leverage the assets that we have here when they’re bidding on a job. They can say, ‘Look, these are examples of jobs that we’ve done in this particular field in the past,’” says Matthew.
“We give the sales reps a bit of training on how to use Canto and how to pull and share images. Then, they can easily pull up these images on their own.”
A sales rep talking to a potential client about using SYNLawn products for a specific purpose can easily find images of previous projects from the brand’s global network of distributors. These images help the customer visualize how SYNLawn products can meet their needs.
“If a distributor is looking for a particular type of installation, for example, a golf installation, they can go in Canto and do a search for ‘golf’ or ‘putting green’ or anything like that. They’ll get a huge number of photographs related to golf. This really helps their sales teams sell to potential customers,” says Matthew.
Distributors can also use marketing-approved imagery for local advertising campaigns or any other projects that ultimately give them an edge in selling SYNLawn products.
“If they have any local marketing that they’re doing, they could take one of these photos and use it in an advertisement. Whatever they’re working on, they can just go into Canto and select the images that work best for them.”
Ensuring Brand Consistency
Having this centralized library also makes it easier for the SYNLawn marketing team to ensure brand consistency across their global distributors, because they all have access to the right brand assets and imagery.
“Whether you’re in Boise, Idaho or New York City, we want to have a consistent look and feel from top to bottom with a SYNLawn brand,” says Matthew.