Local Marketing Challenge #12

Clear Network Communication.

We’ve been helping national brands provide and assist their networks of retailers with advertising and marketing for over 25 years. In that time, we’ve learnt a lot about how best to empower local retailers to become an extension of the national activity. Probably the most important key to unlocking this ready-made amplifier of your messages: make it easy.

It’s the same key for most facets of marketing. It’s not rocket science (although some may pretend it is and spout acronyms like a foreign language). Here’s some simple dos and do nots:

👎 Do not…

• Overcomplicate

• Place barriers in the way of targets

• Use jargon

• Assume knowledge

• Kill ideas

👍 Do…

• Offer advice

• Help with marketing plans or media buying

• Provide brand assets and templates

• Set achievable targets

• Encourage creativity

“How can you make things easier for others?”

As an agency, that’s something we always ask ourselves in everything we do. It’s usually what we solve when briefed to work on marketing campaigns.

For example, when we helped Citroën launch their latest vehicles and delivered marketing assets to their retailer network, we also produced a launch guide. Inside was comprehensive yet easy-to-follow and included:

• Recommendations on media types and spend

• Lists of PPC keywords and how to activate them

• Links to advertising material and how-to guides on personalisation

• Vehicle comparison tables to assist with customer conversations

• A media calendar so retailers could run their own campaigns to coincide with what’s happening nationally

• Ideas for sponsorship and events they could run locally

• Our contact details so they could ask for more advice.

You see, we don’t think our job finishes once the creative and production of materials are delivered. It’s the worst feeling to see your hard work wasted because the end user doesn’t have time or know what to do with it. Some form of usage guide is always offered, whether that’s a simple set of instructions via email, or an online portal containing everything a retailer could possibly need.

In fact, we’re in the middle of planning, writing and delivering our latest marketing workshop for Mazda Motor Europe retailers. Invitations have just been sent out so we can continue to help Mazda communicate clearly with their network.

For more insights into marketing with a network of retailers or partners, check out our podcasts & webinars, whitepapers and guides (all available for free).

Se read how we deliver clear network communication, have a look at our Local Marketing Platform page here.

If you work for a multi-location brand and you’d like more detailed advice, why not schedule a FREE 30-minute assessment today here? It will be well worth your time.