Potatoes USA, the marketing organization that supports more than 2,500 commercial potato growers in the U.S., has selected the Widen Collective for its digital asset management (DAM) needs. Potatoes USA will use Widen’s cloud-based DAM solution to improve access to promotional materials in the U.S. and around the world.
Potatoes USA has hundreds of recipes, creative files and images that can be used internally by international representatives or industry partners, but its old asset management system simply wasn’t doing the job.
Assistant marketing manager Schylar Denton describes Potatoes USA’s previous DAM system as slow and disorganized.
“We knew we had the assets, but couldn’t find them,” says Denton. “If the search function isn’t working, it defeats the purpose of having a DAM. That’s why I started my research—to figure out if there was something that would better meet our needs.”
Denton checked out online reviews of various DAM vendors and scheduled training demos with her top choices. She says Widen’s DAM solution stood out because of its ease of use and search functionality, which were must-have components in a new DAM for Potatoes USA.
“Something we really like about Widen, too, is that it’s brighter and more organized,” says Denton. “It just makes more sense.”
The ability to set up different permissions and categories and assign access is another feature of the new DAM Denton praises. The Potatoes USA marketing team, for example, has full access to upload new assets, including domestic recipes developed with top-notch chefs, and download creative files such as images, documents, and PDFs. International representatives can share local ads or promotions to inspire other markets. Industry members—like state organizations, growers, and distributors—can download the assets they need for their own marketing.
“Widen is headquartered in Wisconsin, a top potato-producing state, so our digital asset management solution is closely connected to the local and global agriculture communities,” says Craig Bollig, senior digital asset management advisor at Widen. “Schylar’s vision and strategies for taking the Widen Collective beyond just internal marketing was exciting because the simple features of user roles and permissions meant positive impact on the potato industry as a whole.”
Source: Yahoo! Finance