The basics of local brand management
Work with a marketing portal
A state-of-the-art marketing portal enables you to handle all relevant ordering, configuration and transaction processes in the context of advertising activities by local sales partners. With such a portal, you can manage and control access options as required, grant individual advertising cost subsidies and analyze the usage behavior of sales partners. In this way, a marketing portal supports the effective and cross-channel implementation of local measures via local partners and promotes the development and maintenance of trusting partnerships.
Operate automated local multichannel marketing
Using a marketing portal as a link between your company and your local sales partners, they can access a wide range of CD-compliant advertising material templates, customize them according to their individual requirements, order their production and then play them out across all channels in the local market. Thanks to automation, even extensive advertising campaigns - including the booking of large posters, the sending of mailings and the placement of AdWords and Facebook ads - can be carried out cost-effectively. Automated playout of advertising material in different channels offers the particular advantage of reducing manual effort and costs - with full transparency regarding the advertising activities of sales partners.
Increase the efficiency of your local marketing
A marketing portal provides you with a considerable increase in efficiency. Thanks to standardized, automated processes, your employees have more time for the actual measures. Not only can you plan and budget campaigns, you can also involve local partners in the preparation and conception in good time, while the portal provides them with suitable advertising material. A broad portfolio of measures is available for efficient implementation - from simple standard advertising materials to complex, customizable measures including media placement. In order to increase the motivation of local sales partners, it is possible to grant advertising subsidies or limit them for the purpose of budget security. For the benefit of meaningful reporting and controlling, a marketing portal provides up-to-date, detailed data on the actual scope of local marketing activities and makes it possible to derive success parameters such as request volumes, participation rates and budgets used for future planning.
Consider the needs of your partners
To ensure that your local sales partners enjoy working with the marketing portal, you should take their wishes and requirements into account when designing and configuring it. Offer your partners the appropriate media channel not only depending on the brand and industry, but also give them access to new, innovative channels as well as industry- and topic-specific advertising media. The templates and online ordering platforms should be simple and intuitive to use so that your partners can adapt and place complex advertising material themselves. It can also be useful to support local sales partners in the implementation of complex marketing projects, for example with on-site coaching, seminars, webinars, web clips, e-mail series and guides. This can have a positive impact on the frequency and intensity of use of the portal and increase the budget accordingly.
Choose your service provider wisely
In addition to the range of functions, the choice of portal provider is also a relevant success factor. It is often the service that distinguishes an excellent software provider from a good one. Make sure that a service provider is not only familiar with the technology, but is also able to strategically design your project. It is equally important that the local sales partners are supported and assisted as required: Ideally, the service provider will provide your partners with an advertising consultant who will advise them on planning measures and support them in shaping them in line with your objectives. So that you can concentrate on the strategic and operational design of local brand management, some providers take on the complete fulfillment. They plan measures, provide high-quality advertising material, take care of implementation including production management and media placement, contribute valid data for reporting and controlling and offer services in the areas of billing, complaints and claims management. The service provider's marketing services are also important: from the market launch to ongoing communication with your sales partners and their targeted activation through to support with the implementation of events, email marketing and content creation. Some service providers have coordinated their services so perfectly that they guarantee success - which protects your investment.The checklist is an excerpt from the e-book "How local brand management succeeds. Valuable tips and decision criteria for selecting a marketing portal", which Marcapo free of charge for download
About Marcapo GmbH
Marcapo, headquartered in Ebern, Franconia, is a pioneer in the field of local brand management and has developed into the leading specialist for local brand management and marketing portals with guaranteed success since it was founded in 2005. Using the ELM method (Successful Local Brand Management) and its core element, the web-based marketing portal, over 40 European brand companies with sales partner structures design, order and place CD-compliant and individual advertising measures that demonstrably facilitate the local brand management of over 45,000 sales partners: Positioning, design, marketing, sales partner support, fulfillment and strategic consulting. Together with its 130 employees, marcapo supports well-known companies such as clever fit, Goodyear, Hansgrohe, Wella and WWK Versicherungen.
