Trying to initiate high-value marketing in the distributed environment comes with a few unique challenges. When it comes to digital marketing compliance, campaign deployment, and local activation, there are a thousand different issues that managers must successfully navigate.
Unfortunately, failure to successfully circumvent these branding and marketing problems may result in diminished brand equity. As you know, brand equity is the reason why customers line up to buy the latest iPhone. You see, positive brand equity creates raving customers and brand advocates!
So, what are the most common problems with local digital marketing that your brand managers need to know about? More importantly, what can your distributed organization do to fight back against these frustrating challenges?
4 Frustrating Problems of Local Digital Marketing That Brand Managers Need to Solve
The biggest challenge with marketing to local customers is giving your affiliates and franchisees the marketing tools that they need to activate the brand.
CampaignDrive is a leading SaaS marketing platform that transforms your brand assets into creative, dynamic, and ready-to-use templates. This cloud-based tool enables locals to seamlessly customize marketing materials and promotions for each location's target audience while simultaneously representing the brand consistently.
In many ways, the right brand management tool will help your brand managers to solve these frustrating problems of local digital marketing:
1. Noncompliant Logo Usage
There is nothing more frustrating than when a local franchisee manipulates your brand logo in a noncompliant way. When consumers see a noncompliant logo, they will likely experience some confusion.
Wait, why does the logo look like that? What brand is this again?
The most effective distributed brands don't leave logo compliance to chance. In this scenario, your multi-located brand absolutely needs a brand management solution. Recent estimates indicate that 74 percent of CMOs will invest in SaaS marketing technology within the next 12-18 months to support local affiliates with ready-access and easy-to-use marketing templates that incorporate the brand logo automatically.
2. Mixed Messaging
When you deploy a new marketing campaign, it's critically important that local affiliates and franchisees incorporate the right messaging. Think about it this way – if you activate a special buy-one-get-one offer at the corporate level, and the local affiliates only offer 25 percent off, customers are bound to get frustrated.
To eliminate the risk of mixed messaging, most industry-leading multi-located brands invest in brand management software that gives corporate designers the flexibility to "lock" messaging within the brand creative.
Do you find yourself being constantly outpaced by competitors?
In this scenario, it's important to decrease time-to-market. Your affiliates need to activate local campaigns on time, every time. This starts with giving affiliates the tools and resources needed to streamline local activation. In this way, corporate designers can focus on building high-value campaigns that deserve to outperform competitors' campaigns and local affiliates can "beat" competitors to market.
4. Communication Across Timezones
Depending on the size of your multi-located business, communication across timezones can be especially challenging. For example, how do corporate teams in Paris communicate effectively with local affiliates in Dallas?
Trying to communicate across timezones often leads to significant delays. It might take days or weeks for corporates in Paris to respond to the affiliate's request!
Again, a brand management tool can come in handy in this situation. Give local affiliates access to creative templates that they can customize on their own time; not on corporate designer's time.
Elevate Your Multi-Located Brand With CampaignDrive
With more than 8,000 employees, 11 distinct brands, and 2,500 dealers in 130 countries, Polaris is the undisputed leader in powersports.
Long devoted to providing dealers with fast, efficient access to creative assets, Polaris was looking to move beyond its existing web-based Digital Asset Management (DAM), and implement a higher-performance and a more secure system – one that would not only integrate with workflows at the local level, but that could also automate the creation of high-velocity model year promotional campaigns.
After an extensive review of the technology landscape, the company selected CampaignDrive.
"It's been great to see the growth in the portal month to month, and this wouldn't be possible without the help from the entire CampaignDrive team," said Nikki Nielson, Team Lead at Polaris.
See for yourself how our brand management platform works across all system users and interfaces including administrative, design, and local.