The marketing team was using an outdated custom-built platform and using Dropbox folders to house their files, but the company’s growth meant that their needs outmatched the capabilities of their aging application. The team wasted too much time digging through countless folders for content and trying to troubleshoot their dated custom-built solution.
“Our old tool had limitations that severely limited our work. We had an outdated photo storage and content management tool that was custom built for us, but was years past its prime and cumbersome to use,” says Jeff.
That wasn’t the only thing driving the urgent need for an update. As a quickly expanding brand, Danner also required an easy way to share brand assets with sales representatives and their growing number of retail partners.
“We were in need of a quick hit location where our retail partners and sales representatives could access our content,” says Jeff.
When Jeff joined the Danner team, he made it his personal project to find a modern DAM that could grow with the brand.
Danner chose Canto to manage and share their media library, including product and lifestyle photography, digital catalogs, logos and videos, because it was the best solution that fit the team’s needs at its price.
“Canto’s simplicity and ease of use were important factors in our decision,” says Jeff. “Canto has become the go-to place to get the content we need. It’s easier and faster than the previous alternative.”
Now, the team has a central location for all their visual asset needs as well as an easy way to share assets with nationwide sales representatives and hundreds of retail partners.
User-friendly and intuitive
With Canto’s layered search and filtering features, it’s fast and easy for team members to find what they need – which means that Jeff no longer has to spend time answering questions or troubleshooting. Canto is so easy to use that it takes less than 20 minutes to get new users up and running.
“I used to spend so much time answering questions about our old tool, but there are almost no questions or concerns now. Canto is self-explanatory and easy to use,” says Jeff.
Simple sharing, sales enablement and retail distribution
Sharing assets is easy for both the marketing team and whoever needs to access content, whether that’s the sales team or retail and wholesale partners.
“We have dozens of national sales reps and they all have hundreds of wholesale accounts. We’ve set up custom public Portals for our sales reps,” says Jeff.
“Sometimes, we’ll work with vendors and they need access to different assets, or we’ll work with a photographer who needs to reference older shoots we’ve done; that’s usually where I direct them to.”
There’s no need for a back-and-forth exchange of email attachments when a sales rep needs assets to show a wholesale account, or a retailer needs images for marketing or promotions. The sales rep or retailer can search for anything they might need in Danner’s easy-to-navigate, branded Portal, and the marketing team can control what’s accessible there.
“For example, a REI-type store might carry 20 of our products and need imagery to put up on their website. Instead of photographing the boots themselves, they’ll just pull it from our library,” says Jeff.
This sleek and professional way of sharing imagery with retailers makes it easy for stores to promote and sell Danner’s products, strengthening the brand’s relationships with their wholesalers and retailers.
