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.
Jun 28, 2016
I just returned from Atlanta with my colleagues 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.
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:
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.
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.
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.
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.
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.
Tags: localized marketing, local marketing, franchise, marketing strategies, marketing techniques, distributed marketing, franchise marketing best practices, Drive sales, through-channel marketing, franchisee marketing, franchise marketing campaign, franchise local marketing
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.