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For any organisation that operates with geographically dispersed sites (outlets, offices, partners, resellers, franchisees) managing marketing activity across the organisation is always a challenge. The choice many organisations face is should they handle all activity centrally and then distribute through local sites or should they allow local sites to take responsibility for their own marketing (albeit with some guidance). Marketing at local level ,if not handled correctly, can lead to brand dilution, lack of consistency, higher overall costs, isolation and varying levels of activity. If you do not control local level marketing, which is not uncommon particularly in franchise and channel centric organisations, and do not provide the 'desired' common marketing materials to meet all local requirements, local sites will inevitably undertake their own marketing activity, often off-brand, off-message and unmeasured. We have a term for this - Maverick Marketing! However, if managed correctly, local level marketing can allow organisations to harness the power of local knowledge, better target the local audience and reduce dependency and workload on head office. But it doesn't stop there, consistency can be guaranteed, brands can be protected, costs can be contained and activity levels monitored and managed. How do you connect your marketing activity?Simple. You implement a Marketing Resource Management (MRM) web portal (secure website) to 'house' all of your marketing materials, allowing local sites to create and personalise custom marketing materials based on brand compliant templates. You also provide tools within the portal to convey central marketing activity plans and record local site marketing activity. Add on reporting tools and the ability for local sites to connect directly with your approved suppliers and you are well on the way to connecting your organisation's marketing! But, implementing the technology alone is not enough. Marketing is not a one-time event, it is a continuous programme. Once your organisation is connected, you can then leverage the power of this connectivity (via the web-portal) to deliver new campaigns, keep local sites up-to-date, plan and manage collaborative campaigns with or between local sites and most importantly, measure the results. Our Pacific Marketing Suite technology is a scalable, web-based MRM portal that can be used to connect your organisation's marketing activity. This pro-active approach will allow you to:
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