Local marketing solutions help local affiliates, and corporate brand marketers work together cohesively. Local marketing targets communities around a specific store, restaurant, or location with the goal of engaging local customers.
Facilitating this type of marketing is simple when there is one store or restaurant, but when the branch is part of a franchise network that must adhere to national or corporate guidelines, on-brand marketing can become quite complicated.
Local affiliates work on the day-to-day operations at a location, and corporate teams work on a holistic view of the brand. How can these two come together to create a comprehensive marketing strategy that includes a personalized, local approach and an overall brand identity?
Local marketing solutions enable local marketers, who are at the franchise or affiliate level, to align their efforts with the national brand management teams, without the inefficient back and forth communications.
Case Study: Marriot Manages Brand Voice with CampaignDrive
Who Needs Local Marketing Solutions?
The role of corporate marketing teams is to focus on national or global audiences, so they don't always have the time to manage local campaigns in hundreds or even thousands of franchises. That is why local affiliates are critical in harnessing the power of the national brand and delivering compelling campaigns to their communities.
A significant issue local affiliates of major brands have is that they lack the knowledge or resources needed to execute world-class marketing on their own. While they have a strong understanding of the community around them and know how to engage with a local audience and excite them about the locale, they may lack marketing proficiency or the bandwidth to create and manage brand compliant communications or campaigns.
Corporate marketing teams, on the other hand, are not on the ground in each locale, so they lack the insight and knowledge of what will resonate in local communities.
The best way to solve these problems is through local marketing solutions.
A corporate team can develop, execute and manage campaigns that make an impression on consumers and then rely on their affiliates to sprinkle in some local flavor using digital asset management tools and resources. This collaborative approach to marketing ensures local branches run high-level marketing campaigns. The corporate team can then focus on the overall marketing and branding strategy for the brand itself.
For companies that run franchises, dealerships, or restaurants on a national or global level, implementing a local marketing solution is a must. This technology helps disseminate a consistent messaging strategy across all locations and offers organization for templates and content assets. Each locale can then have clear support and know where to turn for marketing resources.
Messaging, content, and all digital assets will include national branding, which means customers enjoy a consistent view of the business, no matter where they go.
Local marketing solutions, like CampaignDrive by Pica9 and local marketing automation, maximize brand value with timely, relevant assets for local partners. With CampaignDrive, corporate marketing teams no longer have to worry about brand equity across all franchises, because local marketing solutions enable a cohesive relationship and marketing strategy.