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By Kevin Groome on July 19, 2021

Brand-to-Local Basics

Concepts and terms to help you empower your local markets and protect your brand.

Is Brand-to-Local right for your brand?

To determine if a brand-to-local portal is right for your brand you can start by asking these four assessment questions:

Assessing the importance of brand consistency: The driving purpose of a brand-to-local system like CampaignDrive is to ensure brand consistency, by making brand-compliant executions the path of least resistance and greatest ease. So, the first question to ask is whether brand consistency is a topic of great enough importance and impact to justify the investment—both in subscription dollars and in management time. Do you have the right executive sponsorship to help ensure that your brand-to-local efforts are a priority? Typically, that means your CMO is aware of the system, your VP of Marketing is responsible for the budget component, and your In-House Agency, and IT Departments are informed and aware that you are rolling this out.

Assessing the need for local-marketer agility: This is the “dog-food:” question. If you take the time and make the effort to launch a brand-to-local portal, will your local users be motivated to actually take advantage of the capabilities and resources it provides? Is there a certain kind of marketing tactic that they need to execute regularly? How much time does that task require of them individually? How much turnaround time (that is, waiting time from their perspective) is required?

Assessing your need for low-cost creative-production: In house Agencies are famous for their ability to produce large volumes of work with increasing levels of efficiency.This abilty to scale is one reason why more thanthree out of four brands have built in-house agency capabilities, and why they are constantly looking for ways to add force multipliers to their toolkit. If your organization is in the hunt for production efficiencies, then a brand-to-local portal can deliver returns on investment that are measured in months, rather than years.

Assessing the need for multi-channel local marketing: More and more, local marketing activity spans the full gamut of marketing vehicles—online and traditional, video and audio, all-text, all-image and everything in between. If your brand faces this multi-channel challenge, now may be the perfect time not simply to consider a brand-to-local tool for deploying assets, but to envision a whole new modular content architecture that will allow you to reuse and repurpose content quickly, reliably, and cost effectively

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Published by Kevin Groome July 19, 2021
Kevin Groome