Communication is one of the biggest challenges for brands who operate through a distributed network of local partners, whether those are branches, retailers, dealers, franchisees, or affiliates. And this can cause havoc when it comes to marketing.
You see brands are constantly evolving. Think of your favourite brand. How many times has its logo changed over the last 10 years? That’s right, it’s probably changed at least a couple of times. The logo is the simplest part of a rebrand too. The complicated bits are the brand guidelines, the tone of voice and new products and services.
Local partners need to stay on top of all of this, from the nuances of the brand guidelines and tone of voice to updates on the latest products, services, and offers. A huge task and that’s on top of all the other day-to-day operational tasks that need taking care of at local level.
It’s a tough gig, but the smartest brands realise the more they support local partners, the better the outcome will be for both parties. But how? Many brands have central internal comms platforms, but these are generally best suited to sharing text-based memorandums and bulletins rather than the visual content and videos that are required by marketing.
This was the challenge our client came to We Are Acuity with earlier this year. Widely reported automotive supply issues were hampering new car sales across the marketplace and so maximising the value of aftersales opportunities was more important than ever. The problem was there wasn’t a single source of information for the network on the wide range of amazing products and services available at main Dealers.
The brand needed an Aftersales programme. Something to capture Dealers’ imaginations. Alongside an accessible digital asset that would aggregate all existing content in one place including videos and downloads. It would need to show the network the sales potential of Aftersales branded products and services. Demonstrating not only the customer benefits and how to promote them but also educate retailers on the value sales could bring to their business.
‘Service Connect – Power-up your Aftersales’ is the Programme we successfully delivered. Designed for an increasingly hybrid and digital automotive world. We really enjoyed helping this great brand communicate better with its local partners for mutual benefit. Read more about it in our latest case study here.
If you work for a brand that operates through a distributed network and are currently struggling with communication with your local partners, we’d love to hear more about your challenges. Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog