Local Marketing Challenge #11

Speaking with One Voice - a Templated Approach

In a recent blog, I highlighted the importance of collaboration between brands and their multi-location partners, and in previous discussions, I’ve explored brand custodianship, and who is responsible for what at each level of the chain. Today, as part of the ongoing We Are Acuity series on local marketing challenges, I want to focus on the concept of "speaking with one voice" and the benefits of a templated approach.

Anyone who has been in marketing for a while, or has an opinion on the subject, may recognise this scenario: A national or international brand invests heavily in building its identity and desirability, crafting compelling brand stories, refining visual elements, positioning itself strategically, and creating memorable customer experiences. They engage in partnerships, sponsorships, and other brand-building initiatives. They then amplify these efforts through significant media investments, traditional, digital, and experiential, to reach their target audience.

Given the time, effort, care, and budget invested, the last thing any brand wants is for its multi-location partners to market the brand locally without a clear understanding of its identity and tone. Consistency is crucial to ensuring that the customer experience at the national level extends seamlessly to the local point of sale, what I’ve referred to before as "the coal face."

One of the best ways for a brand to help its local partners represent them effectively is by using a templated approach. By developing ready-to-use assets for local outlets, brands reduce the burden on their partners while still allowing some flexibility to tailor the content to meet local needs. This approach ensures that everyone is aligned and, most importantly, speaking with one voice. And how to deliver these assets? A Local Marketing Platform is an online one-stop shop, delivering marketing assets and materials as well as other valuable materials such as campaign news and updates, support with campaign planning and media booking and best-practice guidance and marketing training. More information can be found here - https://www.weareacuity.com/local-marketing-platform.

With 25+ years' experience in this area, We Are Acuity have a huge amount of knowledge. This means we can advise on your existing system, or help you find the right one that suits your needs. We know what it takes and how it works to maintain a local unified voice with a national brand. So, if you work within a multi-location brand and you’d like to find out more, why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

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