Technology has made it easier than ever for distributed organizations to execute marketing campaigns at the local level. With marketing resource management (MRM) systems, programs can be centrally managed by corporate marketing to maintain control over things like brand standards, custom requests, messaging, regulatory compliance, and approvals, while also empowering local teams to customize campaigns to provide greater relevance to their local customers.

Tags: bank marketing, campaign management, marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, distributed marketing, franchise marketing

Even though 2020 may feel like the year of “going nowhere,” the truth is, many organizations are moving in new directions with speeds and efficiencies never seen before. The question for many is whether the crisis-driven changes they are making are temporary, or will they last as companies emerge from the challenges brought on by the pandemic?

Tags: marketing process optimization, local marketing, marketing operations, franchise, streamline marketing, distributed marketing, franchise local marketing, flexible marketing

These days, flexibility is a powerful tool for maintaining balance and navigating uncertainties. This applies especially to marketers who may be managing campaigns across multi-location businesses, facing dynamic local market conditions.

Tags: brand consistency, local marketing, streamline marketing, distributed marketing, flexible marketing

At this time of year businesses often assess their performance of the past year and determine priorities for the year ahead, while looking at the broader trends that may impact their future success. Among these trends in 2020 is a focus on humanizing interactions and experiences in an increasingly digital world.

Tags: corporate culture, marketing strategy, local marketing

Word-of-mouth referrals and recommendations are the currency of business success today. More than ever, they are key to establishing trust and building awareness. According to Nielsen, 83% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services, making them a powerful resource to amplify your message.  

Tags: marketing process optimization, bank marketing, brand advocacy, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, local marketing automation, franchise, franchise local marketing

A client recently asked me, “Why should I consider including direct mail in my marketing mix? And if I were to use direct mail, how would I track it in a meaningful way?”

You may have asked yourself these very same questions. With the shift to less expensive, metric-rich digital channels, many marketers abandoned mail as a way to reach customers and track engagement.

But marketers are always looking for the most effective ways to break through to media overloaded consumers, which is leading a growing number to revisit direct mail, particularly as part of a multichannel marketing strategy.

Tags: direct mail, multichannel marketing, email marketing, direct mail marketing, marketing resource management, local marketing, multi-channel marketing

Hats off to the team at Franchise Update Media for a terrific Franchise Consumer Marketing Conference last week in Atlanta. The Vya team came away from the event with some great connections and an instructive view into the realities faced by today’s franchise marketers. Here are just some of the powerful insights and recommendations we heard from those who are on the frontlines of franchise marketing. 

Tags: marketing resource management, local marketing, franchise, franchise local marketing

Experts estimate today’s US consumer is exposed to as many as 10,000 brand messages a day. More than ever, marketers need to deliver relevant messages, through multiple channels, with enough frequency to gain recognition and engagement. Every consumer touchpoint counts. Which means the quality of marketing campaigns is critical to breaking through the noise.

Tags: marketing resource management, local marketing, franchise, franchise local marketing, ad systems

Relationships have always been at the core of bank marketing success. While face-to-face transactions and handwritten notes have largely given way to mobile deposits, online bill paying, emails and texts, knowing and connecting with your customer on a personal level is as important as ever.

On the path to building lasting customer relationships, bank marketers must distinguish themselves from ever-increasing competition. There’s also the pressure to rise to elevated consumer expectations that are based on the streamlined, personalized experiences perfected by companies like Amazon and Uber.

Tags: bank marketing, brand consistency, financial services, local marketing, banking customer experience

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.

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