Martha France

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Recent Posts

Transcending the Logo: Brand Consistency in All Its Forms

Oct 19, 2016

At Vya we are big on brand consistency. Your brand is the platform that delivers your core product or service differentiation to customers. Managing brand consistency is critical, especially in a distributed organization with branches, agents or franchises.

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Tags: bank marketing, brand consistency, financial services, video

Recapping the ABA Bank Marketing Conference 2016

Oct 03, 2016

Last week I was in Nashville with Vya’s Kandi O’Connor and Tracy McIntosh attending the ABA Bank Marketing Conference 2016 – a terrific event for bank marketers to zero in on the latest trends in digital marketing, branding and customer engagement.

Speaker Kimberly Capps, COO of Southern Bank, perfectly captured the overall spirit of the event when she shared this quote by Jeff Yabuki: “The only thing moving faster than technology is customer expectations.”

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Tags: bank marketing, brand consistency, financial services, social media

Distributed Marketing Lessons from #FCMC 2016

Jun 28, 2016

I just returned from Atlanta with my colleagues Kandi O’Connor and Seanna Lewis after attending this year’s Franchise Consumer Marketing Conference. What a terrific event for sharing local marketing best practices. We met a number of truly inspiring franchise marketers and came away with some fresh thinking about marketing through franchisees that can apply across industries with distributed marketing models.

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Tags: local marketing, franchise, distributed marketing

How to Scale Localized Marketing

May 12, 2016

Often we are approached by companies that are experiencing tremendous growth. Sometimes it’s a bank that has made an acquisition and is in the process of integrating many new bank branches into their corporation. Other times it’s a franchisor who has many new locations under construction or has several new franchisees under contract. It’s exciting to be part of a growing business; but it can also be stressful, especially for the corporate marketing department.

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Tags: bank marketing, financial services, localized marketing, marketing productivity, marketing resource management, local marketing automation, franchise, scale local marketing, franchise marketing software

Reduce Marketing Trash with Marketing Resource Management

Apr 07, 2016

Marketing collateral materials are an important prospect touchpoint: In a matter of seconds, they create a brand impression, convey your product or service’s unique value proposition, and ideally capture the prospect’s interest. Marketers invest a significant amount of resources in developing marketing materials. However, all too often these materials go under-utilized or unused by Sales, and tons of outdated printed pieces end up being thrown out.

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Tags: marketing ROI, print on demand, marketing resource management, marketing asset management, marketing systems, marketing resource management ROI, sales support, sales and marketing alignment, print management, marketing hub

Ensuring Brand Consistency in a Distributed Marketing Model

Mar 10, 2016

Overseeing brand consistency in communications with customers and prospects can be challenging for any organization, and especially challenging in a distributed marketing model. When going to market with a large, disperse sales force - including agents, branches, franchises or dealers - brand consistency across these channels is critical. Even details that may seem subtle, such as logo size, brand colors and the tone of messaging can dramatically impact how your organization is perceived.

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Tags: brand consistency, marketing resource management, distributed marketing

4 Steps for Localized Marketing

Jan 27, 2016

Making a local connection can be a good way to capture your audience’s attention. But, how do you effectively adapt your content to local buyers and markets? Below are some tactical steps for localized marketing.

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Tags: localized marketing, marketing resource management, local marketing, distributed marketing

Looking forward: 3 marketing innovations for 2016

Dec 22, 2015

Last week, we took a moment to look back at 2015’s biggest marketing trends. This week, we’re looking forward to the marketing innovations in store for 2016.

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Tags: financial services, marketing strategy, marketing innovation

Looking back: 4 marketing trends of 2015

Dec 17, 2015

Taking a look back at some of 2015’s biggest marketing trends can be a great way to review the year, and think toward 2016 marketing strategy – if you haven’t already done so.

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Tags: financial services, marketing strategy, personalized marketing

Is Your Team Mired in Marketing Minutia?

Oct 28, 2015

Every day, marketers are tasked with more and more responsibilities. We need to think big picture, but at the same time support sales staff spread across the country. Our productivity can take a hit when we stop focusing on innovative projects in order to cross items off our to-do list.

When we get mired in this marketing minutia – the every day tasks that keep us from planning, innovative and creating powerful new campaigns – it’s time to look for ways to streamline activities and improve productivity.

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Tags: financial services, marketing productivity, marketing resource management, Vya, streamline marketing

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