Branch employees are the face and voice of your company to local communities. Engaging local branches and ensuring they use appropriately branded and compliant marketing material is a challenge that can seem insurmountable. It’s essential to achieve the right balance between empowering branches to reach local audiences with relevant messages and the clear need for oversight in order to maintain compliance and brand consistency.
Jul 20, 2016
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.
Tags: bank marketing, financial services, localized marketing, marketing productivity, marketing resource management, local marketing automation, franchise, scale local marketing, franchise marketing software
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 However, all too often these materials go under-utilized or unused by Sales, and tons of outdated printed pieces end up being thrown out.
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
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.
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.
“Dear Sir or Madam…”
In the days before technology made it easier to personalize correspondence, it would be common to get several pieces of mail addressed to “sir or madam” or “resident” on any given day.
However, technology like marketing resource management systems has changed this. Savvy marketers can do more than customize the name of the person receiving the note. They can also tailor messages and images, both digitally and in print.
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.
It’s no secret that when sales and marketing work together, sales can jump. Add production teams, and these groups can create a well-oiled machine: one that can generate demand, predict need and increase sales. When you’re a manufacturer, that insight is critical to running a smooth operation.