How to Support Your Local Associates for Successful Community Sponsorships

Apr 20, 2017

Whether you’re a bank with local branches or a franchise business with multiple locations, local sponsorships offer a powerful way for your local representatives to build relationships and visibility in the communities they serve. Sponsorships are effective because supporting local sports teams, charitable causes, the arts and other cultural organizations puts your brand in front of the customers and prospects you most want to reach at the local level.

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Tags: bank marketing, brand consistency, financial services, local marketing, legal and regulatory compliance, franchise, community sponsorship, local advertising

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

Local Marketing Insights Could Be Hiding in Your MDF Funds

Apr 21, 2016

There are many industries that use some form of MDF, co-op, or local advertising funds. Whether it is manufacturing companies selling through dealers or franchisors selling through franchisees for example, these industries who don’t sell directly to consumers can find it challenging to get a complete picture of their customer at the local level. Fortunately, by effectively managing and tracking how local marketing dollars are being spent, you can gain marketing insights that you may be missing today:

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Tags: localized marketing, local marketing, MDF funds, local marketing budgets, sales support, sales and marketing alignment, MDF marketing, marketing budget management, co-op dollars

Localized Marketing for National Brands

Mar 24, 2016

We’ve all heard it before: Content is king. But how are you getting the most out of your content? A big part of what makes content “good” is context – where is the content showing up and who is reading it? Did the audience discover the content on their own, or did the content find them? In other words, localization of content is incredibly important. Local sales channels need to be able to utilize messaging that’s directed toward their audience, not be stuck with a one-size-fits-all approach.

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Tags: localized marketing, local marketing, local marketing automation

Distributed Marketing and Technology - Friend or Foe?

Feb 10, 2016

The onset of the Digital Age has added layers of complexity to the challenges faced by marketing leaders. For those in a distributed marketing environment, where corporate marketing and local sales channels simultaneously represent a single brand, the increase in complexity is exponential.

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Tags: marketing resource management, local marketing, 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

New Systems Can Streamline Your Marketing Management Process

Jan 13, 2016

As many marketing professionals know, the marketing management process often gets bogged down in redundant, routine tasks. These tasks, such as tracking down approvals, locating collateral, managing budgets, do little to help you achieve corporate goals. To really make an impact on the business, marketers need to identify opportunities to automate insignificant tasks to free up time for strategic endeavors. Marketing resource management (MRM) systems are one example of a technology designed to optimize marketing workflow. Here’s your guide to opportunities for optimizing your marketing management process.

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Tags: brand management, campaign management, marketing resource management, local marketing, marketing operations, distributed marketing, marketing management process

3 ways to engage franchisees in local marketing efforts

Nov 24, 2015

Franchises face unique challenges when it comes to local marketing. They are reliant on local owners to share corporate-supplied marketing campaigns and messages, but are not always able to measure effectiveness, or even tell if franchisees used materials provided.

That can be a big problem. If franchisees aren’t engaged in marketing strategies and techniques, then customers aren’t receiving carefully crafted materials – representing a loss to revenue and a waste of time and money spent creating campaigns that never get used.

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Tags: localized marketing, local marketing, franchise, franchise marketing, marketing strategies, marketing techniques, how to market franchise, distributed marketing, franchise marketing best practices, Drive sales, through-channel marketing, franchisee marketing, franchise marketing campaign

Four questions to consider when creating a multi-channel marketing campaign

Oct 01, 2015

In today’s marketing landscape, reaching consumers where they are is more critical than ever. They want information easily accessible across an increasingly diverse set of channels.
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Tags: multichannel marketing, local marketing, Vya

3 tips to reach local consumers with compelling, compliant marketing materials

Aug 20, 2015

Today, financial services marketing teams face what seem to be competing needs: They need to reach more local consumers, but still need to maintain control of marketing materials to ensure compliance is met and brand standards are upheld.

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Tags: financial services, MRM, localized marketing, local marketing, financial services marketing, compliant marketing materials

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