Global marketing director Stanislas Smiejan joins the Chat to discuss Adisseo's updated digital marketing strategy. The company's new website combines customer-focused product information with comprehensive investor relations materials, career opportunities and sustainability initiatives. The integrated platform reflects the company's global strategy while maintaining clean, intuitive design accessible from anywhere in the world.
Transcript of interview with Stanislas Smiejan, Adisseo's group marketing director
Jackie Roembke: Hi everyone. Welcome to Feed Strategy Chat. I'm your host, Jackie Roembke, Editor-in-Chief of Watt Feed Brands and Feed Strategy Magazine.
For more than 85 years, Adisseo has served as a global leader in the feed additives industry, contributing to feeding the planet in a high quality, affordable, safe and sustainable way. For more information, please visit www.adisseo.com.
Today we're joined by Stanislas Smiejan, group marketing director at Adisseo. He is here to talk about updates to the company's external communication strategy.
Hi, Stanislas. How are you?
Stanislas Smiejan, group marketing director, Adisseo: Hello, Jackie. Very good, thank you. Good to see you.
Roembke: Good to see you. Thank you so much for taking the time to join us. Well, let's get right into it. But first, why don't you tell us a little bit about yourself and your role within Adisseo?
Smiejan: Sure, with pleasure. I'm Stanislas Smiejan, as you mentioned, I'm the group marketing director at Adisseo. My department is notably in charge of digital marketing activities, customer company branding, but also responsible for the creation of solutions that we designed to answer our customer needs. These solutions are delivered by species and through marketing campaigns.
We also are involved in strategic marketing decisions and activities to feed the rest of the organization, typically with key market and customer survey information.
Roembke: As a seasoned marketer, what advice do you have for other agrifood companies about the importance of modernizing their external communications?
Smiejan: I think that a lot of companies in this sector — and it's the same problem shared by many B2B companies — there was a tendency to oversee marketing as, let's say, just communication. And to be honest, marketing today is much more, and with digital marketing, you can really help to understand your customer better and to interact with them much more deeply. And for that, you need to leverage all the technologies that are available today. So for us, a new website was part of this overall strategy.
Roembke: You mentioned the new website. How does that align with the company's strategic goals?
Smiejan: First of all, you know we believe that it was a long time since we had a revamped our website. So what we tried to do is to really refresh the look and feel and the visitor experience across all the different sections of the site.
We now have a much more professionally designed website, which provides a better user experience across the pages. And that's, of course, crucial for visitors to stay on the site longer, and want to discover more about our brand and have a better overall experience when interacting with us.
It's also key for us to make sure that our customers understand who we are, what we do, what we can offer to them. So that's why we tried to reorganize the content to present ourselves in a cleaner and standardized brand approach.
Finally, it's a central platform which showcases Adisseo brand values and products all within a single platform, accessible from everywhere.
Roembke: Please highlight any major changes that have been put in place just to make it a little easier for visitors to find what they are looking for.
Smiejan: Of course. First of all, the changes in the technical solution we selected to ensure that we have a much more well-designed website to provide an engaging user experience across the site, making it easier for visitors to find all the relevant information they may be looking for in the easiest way possible.
Second of all, we wanted to make sure that everyone can access any pages in record time. And for that, we technically improved our website to make sure that it was accessible from everywhere, along with every platform, mobile devices, and so on.
We put a lot of effort to improve the look and feel of the website, to revamp our brand and make sure that it was really reflecting who we are today and not who we were maybe 10, 15 years ago. In doing so, we wanted to keep the design really clean and intuitive to make sure that it provided all the valuable and relevant information for our audience, engaging also non-written content by providing more images and more video information.
We reorganized the way you can enter the Adisseo site by creating a species section, which will allow customers to search for their challenges and painpoints and scroll through them to look for the solution that Adisseo can provide to resolve the problem.
Finally, we reviewed the way our products and services are highlighted to focus on what really matters for customers: key benefits, return on investment, making sure that it pops out every time you read the page and you get the right value that Adisseo can provide to you.
And finally, we wanted to give access to much more content so we created a resource section where you will find all the events, all the videos, and technical material that Adisseo wants to share with its customers.
Roembke: Aside from the highlights that you just mentioned, is there any other critical information that has been added to the site for other stakeholders perhaps?
Smiejan: It's a very good question. Thank you for that. You know, we are a listed company on the Shanghai Stock Exchange. So for us, it's absolutely critical our investors and our future investors may find all the key information they need. So we revamped our investor relations communication through this new website, and it's now accessible from everywhere in the world, and fully integrated into the general customer and user experience on the platform.
We also enriched the corporate section, research and innovation, and safety and sustainability pages to reflect the full spectrum of what Adisseo is and can be for external stakeholders.
Finally, the cherry on the cake, we reviewed the career opportunity section to make it look much more exciting for future hires to discover Adisseo.
Roembke: Well, thank you so much for sharing this exciting update to your communication plan. If you'd like to check out some of new features Stanislas has shared here today, please visit www.adisseo.com.
Thank you again for your time and thanks to you for tuning in.
Smiejan: Thank you, Jackie.