Local Marketing Challenge: #05 No Visibility!

It’s time for the latest in the series of local marketing challenges from We Are Acuity…and this time we’re looking at visibility of local marketing activity. Or lack of it.

It’s a common challenge for many brand and marketing head office teams who need to support a distributed network. While this challenge is by no means sector specific, let’s take the example of an automotive brand. The head office team has got the national plan approved and campaigns live, but are under resourced and struggling to find the time to support their 150 strong retailer network. To make things harder they don’t have the local marketing insights they need to make informed decisions. The team are already spinning lots of plates, moving on to the next big project and hitting upcoming media deadlines.

These teams will have many unanswered questions when it comes to their networks local marketing activity.

- Which locations are engaged with local marketing and which aren't?
- Are they using the centrally provided materials that we’re funding for them?
- What results are they seeing?
- If they aren’t using central materials, what are they using?
- Do they live in the right media channels?
- Is local activity consistent with our national messaging?
- Is it compliant with our brand guidelines?
- Are they applying a best practice approach?
- Who needs extra support?
- Do we have the right tools in place?

Without this visibility it can be hard to know where to start and you can’t report back to the business on what’s really happening out there. That’s awkward. Budget is precious and you don’t want to waste it, but the reward of getting your network on-side and amplifying your national reach is one you want to unlock. Of course you want 150 retailers promoting your brand, products and offers.

If you’re a Marketing or Brand Manager for a multi-location brand and the above sound like questions you’ve asked yourself recently then why not get in touch. Drop myself or Peter Cronin a direct message or drop by our website. The local marketing visibility you’re looking for is just a click away.

If you work within automotive, be it a retailer or at brand level, we’d love to understand your view. 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

#marketing #localmarketing #visibility