Local marketing for the Retail Sector.
The complexities of delivering consistent brand experiences across multiple, decentralised retailers is significant. Just imagine if you could engage all your locations in your central marketing plans. Fully immersing them in your brand, and making it easier for them to do more local marketing and brand activation. All following your own best-practice principles? It is possible, just read on....
Introducing distributed marketing.
Distributed marketing is a way of empowering your local retailers, whether franchised or owned, to do more local marketing within their territory.
Whilst following the same principles and best practices as brand marketing generally, distributed marketing focusses on the processes, tools and teams that make your brand assets and messaging available to your local partners, while helping to ensure that they are used in a consistent, effective and brand compliant way.
A single source for local marketing.
An online marketing platform supported by a dedicated local marketing team is central to this approach. Serving as your Local Marketing Hub, this platform allows you to support every location in your network with ease.
||A single source for all local marketing campaigns and collateral, accessible to HQ, designers and local marketers
||Allows you to create and distribute seasonal, favourite, co-branded, co-funded or other campaigns
||Utilises role-based permissions, allowing users to only see relevant campaigns and materials
||Gives visibility into all marketing campaigns and activity across all locations in your network
||Identifies high performing activity allowing replication in other markets to win the local marketing battle.
The benefits of marketing locally for Retail brands.
Local marketing is used to raise awareness for a business and generate demand for its products and services within a well-defined area around the business location using traditional and digital channels.
The emphasis on location is key. By concentrating its marketing activities within a precise service area, the business can elevate chances that communications will yield response, whether through increased traffic in the store, or increased ordering by telephone or online.
Managing the local marketing of your retailers can be a challenge. Businesses that invest in a distributed approach to their local marketing enjoy a large set of advantages over their more passive competitors.
- Improved local marketing relevance
- Increased brand awareness
- Greater brand consistency
- Faster campaign activation
- Reduced production costs
- Greater marketing effectiveness
- Higher local marketer satisfaction
- Better reporting.
Your local partner's marketing activity really does have the potential to be an extension of yours if you can educate them and make it easy for them to follow your plans. How do you do that? With over twenty years experience of distributed marketing, we make local easy, let us show you how.
If you’d like to talk about your Retail brand’s local marketing why not get in touch? It will be well worth your time.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': Local Thinking Our Blog