{"id":29667,"date":"2023-01-12T17:04:27","date_gmt":"2023-01-12T17:04:27","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/how-booksy-used-dam-to-organize-their-digital-asset-production\/"},"modified":"2023-01-12T17:04:27","modified_gmt":"2023-01-12T17:04:27","slug":"how-booksy-used-dam-to-organize-their-digital-asset-production","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/how-booksy-used-dam-to-organize-their-digital-asset-production\/","title":{"rendered":"How Booksy used DAM to organize their digital asset production"},"content":{"rendered":"

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Appointment-making platform Booksy, popular especially in the beauty industry for booking clients, is a versatile digital marketing tool for many small businesses. The platform provides assets that businesses can use to promote themselves on digital channels, and these assets are now more easily accessible because of the digital asset management (DAM) system recently implemented.<\/p>\n

Booksy also benefited internally from their digital asset upgrade. It made assets easier to create and access across their growing organization. They now have 19 million users, and over 500 employees.<\/p>\n

\u201cIt\u2019s really helped us to tie everything together and put everything in one place so it\u2019s easy to find,\u201d said Rebecca Baxter, Booksy\u2019s global marketing coordinator, at The MarTech Conference. \u201cSo if marketing teams all over the world are looking for [assets to] support this step of the journey, they can easily find one link to that collection [of assets].\u201d<\/p>\n

Dig deeper: What is digital asset management?<\/a><\/em><\/strong><\/p>\n

Silos, inefficiencies and duplicates<\/h2>\n

Before implementing the DAM supplied by digital asset management company Bynder, Booksy\u2019s content was less organized, creating inefficiencies and silos.<\/p>\n

\u201cWe were using Google Drive and we struggled with how to keep version control,\u201d said Baxter. \u201cYou find a file on the Google Drive, and you think that\u2019s the most updated version, but it\u2019s really not. There could be duplicate files, duplicate folders, so it\u2019s really hard.\u201d<\/p>\n

She added, \u201cThe lack of governance made things difficult and people were just assuming that anything they found could be used, but that really wasn\u2019t always the case. So we wanted something where we could really have that version control, really have a good management system so when people are pulling things off of here, we know it\u2019s going to be the most updated version and it\u2019s ready to go live.\u201d<\/p>\n

Aligning with product positioning and local promotional materials<\/h2>\n

The new DAM allowed Booksy to consolidate internal marketing and sales assets for Booksy\u2019s outreach to their small-business customers. Additionally, it made digital marketing assets accessible as part of Booksy\u2019s services to customers.<\/p>\n

\u201cWe have different stages of our product positioning and it helps us to align our assets to those different steps,\u201d said Baxter.<\/p>\n

As Booksy continues to grow, they now have markets in six different countries. Even though they began in Poland, the U.S. is now their biggest market.<\/p>\n

\u201cWe have tiles that we put on our home page, one for each country that we work with,\u201d Baxter explained. \u201cAnd that way they can find their country-specific localized materials in one place very easily. It keeps them accountable, making sure that you know they\u2019re using materials that follow our brand guidelines, that they\u2019re the most updated versions and that they\u2019ve been approved by the global teams in order to use in their regional markets.\u201d<\/p>\n

Dig deeper: How to build your DAM foundation<\/a><\/em><\/strong><\/p>\n

Coordinate marketing and sales<\/h2>\n

The DAM helps Booksy\u2019s marketing team create single folders of the best, most timely assets, which they can share with sales team members. Doing this builds efficiencies and reduces the circulation of the wrong assets, or of duplicates.<\/p>\n

\u201cFor the sales team, we put collections together for each type of sales material \u2014 whether it\u2019s a brochure or a one-pager or a rack card,\u201d said Baxter. \u201cThey can easily go to the collection for brochures and find what they\u2019re looking for instead of searching through the hundred sales materials that we have loaded.\u201d<\/p>\n

When Booksy is rolling out a new feature for its services, that\u2019s something sales will want to take to Booksy customers. Marketing will place all related assets in a single collection. Those assets could include a video, a sizzle reel or a brochure that describes the new feature.<\/p>\n

\u201cThe guiding principle really on all of this is collaboration,\u201d Baxter said. \u201cI use collaboration and communication when I\u2019m talking about my job responsibilities, and the way that we manage our assets is definitely part of that. It really helps us to collaborate when we have this one system that we all use, and that we\u2019re thinking on a global level while everyone\u2019s acting locally and doing what they need to do in their own markets.\u201d<\/p>\n

Register for The MarTech Conference here.<\/em><\/strong><\/a><\/p>\n

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