Unlock the potential of local marketing.

You’re a national brand, but what’s happening on the ground with your customers? Are you maximising local marketing opportunities with a distributed marketing strategy? Are you empowering your local partners to leverage your brand with their local knowledge?

Distributed marketing allows centralised marketing teams to collaborate with local branches, franchises, or outlets to create tailored campaigns. This strategy combines central oversight with local insights for maximum effectiveness.

The key aspects of distributed marketing are:

Centralised Strategy, Local Execution: Head office provides broad strategies, guidelines, and resources. Local teams adapt these to suit their markets.

Customisation: Create campaigns that resonate with local audiences, ensuring relevance and engagement.

Collaboration and Support: Local teams get support and resources from centralised marketing, while retaining flexibility to tailor campaigns.

Consistency and Control: Maintain brand consistency while allowing local customisation.

Optimisation of Resources: Leverage both centralised expertise and local knowledge to optimise marketing budgets and ROI.

Technology Integration: Use marketing asset management systems, CRM platforms, and other digital tools for efficient campaign management.

If you are a multi-location brand, you could be missing out on opportunities to improve marketing relevance and build engagement with local partners.

For instance, a clothing store in Shoreditch could highlight urban streetwear, while a boutique in Brighton might push beachwear and summer accessories.

A developer in Manchester could focus on vibrant city living, while a coastal project in Cornwall highlights seaside tranquillity.

A mobile phone outlet in Cheltenham can leverage local festivals with targeted promotions.

A suburban dentist might benefit from the closure of NHS practices in the city centre.

These customised campaigns resonate locally but may not be relevant elsewhere.

Local partners often feel unsupported by centralised marketing, leading them to create their own campaigns, diluting the brand image and leading to unnecessary overspend.

It can also create a "them and us" culture.

We Are Acuity's recent white paper available here explores distributed marketing as a game changer for multi-location brands, focusing on Maxine, a Marketing Director aiming to maximise ROI, and Lottie, a Marketing Manager seeking efficient, cost-effective campaigns.

Both face challenges that distributed marketing can solve by aligning head office and local budgets for maximum impact and consistency.

Using distributed marketing systems and our full-service marketing expertise, we enable local outlets to run customised campaigns with head office support.

This ensures consistent national messaging, quick responses, and cost-effective local marketing.

Ready to unlock the full potential of your local marketing? It's your call.

If you work within a multi-location brand and would like to discuss your local marketing, 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

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