Top four benefits of a distributed marketing program

Managing a brand nationally and locally can be a challenge. While corporate teams need to define and manage brand standards and consistency, local organizations require the flexibility to determine strategies that work within those standards, on a local level, with their specific customer base.

One way to mitigate some of the complexities of national (and international) brand management is to utilize a distributed marketing platform. Such a system enables the corporate marketing team to provide content (in essence, creating a resource center) and collateral to remote and field sales teams.

What are the benefits of such a platform?

1. Brand Conformity
Resource Centers are managed and controlled by corporate marketing teams. These solutions give corporate teams the power to create content – be it samples, POD pieces, standardized items, promo items, etc. – that conform to brand standards, but can also serve the needs of local teams through customization. This type of content sharing can guarantee that local teams are creating and utilizing content that conforms to brand standards. When you have unity and consistency in your branding – across channels – you strengthen brand identity and presence, thus promoting brand awareness which assists in the development of a trusting and loyal consumer base.

2. Ensures Consistency
Corporate marketers are the experts on their brand. A distributed marketing platform allows these teams to develop materials that conform to overall brand standards while providing local teams the ability to personalize materials to their region. The ability for local teams to customize materials created by corporate brand managers helps to create a consistent brand experience for consumers. It also eliminates potential confusion that could be caused by mismatched messaging or inconsistent branding. Whether a consumer is in a nationally managed chain or a locally owned franchise, all of your materials will look and feel like one unified and consistent brand.

3. Local Impact
Distributed marketing helps to maximize local impact through access and versioning. Resource centers should have built-in permissions that allow specific teams or geographic regions access to materials. This gives corporate marketing the power to create content for individual campaigns, regions, or teams knowing that it will only be accessible to relevant markets. This allows the local teams to select and utilize content built by corporate that makes the most sense for their local market and customer base.

4. Improves Compliance
Regulations change frequently and marketing materials are required to reflect those changes. Legal language, disclosures, and other required content can be built into design templates and automatically populated based on specific store parameters. What works for one local market may not be the same in another. One centralized system allows changes to be made quickly and deployed to the appropriate teams while outdated content is quickly eliminated.

EPI Marketing Services’ distributed marketing platform, MarketingEdge, helps you leverage the strengths of your corporate marketing team—and team members with feet on the ground—to achieve your brand’s marketing objectives and provide your customers with a stand-out experience.

Contact us at: 800.562.9733 or visit our website: epiinc.com