sy uses DAM to manage their digital asset production

Booksy is an appointment-making platform that is popular in the beauty industry to book clients. It can also be used as a digital marketing tool for small businesses. This platform offers assets that businesses can use for promotion on digital channels. The digital asset management system (DAM), which was recently implemented, makes these assets more accessible.

Booksy also saw internal benefits from the digital asset upgrade. This made it easier for assets to be created and accessed across the company’s growing ranks. They now have over 500 employees and 19 million users.

At The MarTech Conference, Rebecca Baxter (Booksy’s global marketing coordinator), said that it has helped her to link everything and make everything easy to find. “So, if marketing teams around the globe are looking for [assets] to support this step in the journey, they can easily locate one link [to that collection]”

Get deeper: What’s digital asset management?

Silos, inefficiencies, and duplicates

Booksy’s content was not well-organized before Bynder provided the DAM. This led to inefficiencies and silos.

Baxter stated that “We used Google Drive” and struggled to maintain version control. You might think you have the most recent version of a file from Google Drive. But it is not. It’s possible to have duplicate files or duplicate folders so it can be really difficult.

She said, “The lack in governance made it difficult and people assumed that any information they found could be used. But that wasn’t always true.” We wanted to have something that could have version control and a good management system, so that when people pull things from here, it will be the most current version and ready to go live.

Harmonizing with local promotional materials and product positioning

Booksy was able to consolidate their internal marketing and sales resources for outreach to small-business customers through the new DAM. It also made digital marketing assets available as part of Booksy’s services to customers.

Baxter stated, “We have different stages in our product positioning and it helps to align our assets with those different steps.”

Booksy is expanding and now has markets in six countries. Despite being founded in Poland, the U.S. is their largest market.

Baxter said, “We have tiles that are put on our homepage. One for each country we work with.” They can easily find the country-specific materials they need in one location. This keeps them accountable and ensures that they use materials that conform to our brand guidelines, are the most current versions, and have been approved by global teams for use in their respective markets.

Get deeper: Building your DAM foundation

Marketing and sales coordination

Booksy’s marketing team can use the DAM to create single folders containing the most important and timely assets that they can share with their sales team. This increases efficiency and decreases the number of duplicates or incorrect assets.

Baxter stated that salespeople have collections for every type of sales material. They can simply go to the brochure collection and find the information they need, rather than having to search through all the sales materials we have loaded.

Booksy will be introducing a new feature to its services. Booksy customers will want to know about it. All related assets will be placed in one collection by marketing. These assets can include a video, sizzle reel, or brochure that describes the new feature.

Baxter stated that collaboration is the guiding principle of all this. When I talk about my job responsibilities, collaboration and communication are key. The way we manage our assets is also a part of this. We can collaborate better when we have one system we all use. This allows us to think globally while each person is able to act locally and do what they need in our own markets.

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The post How Booksy used DAM for their digital asset production was first published on MarTech.