Marketing Portal of Local Brand X

How to convince with dezentralized marketing on a local basis

Marketing Portal Landscape of Local Brand X

What characterizes a decentralized corporate structure?

Decentralized companies are companies of a brand that operate independently in various locations. This can best be visualized using a sales landscape - in the middle is the head office, which makes all general decisions for the brand and passes it on to local entrepreneurs. Each additional building on the map leads through road links to such a local sales partner, who usually has relatively great freedom in the management of his location. Nevertheless, there are regulations that will be passed on from the headquarters to each decentralized location, which creates a uniform corporate image despite the spatial dispersion.

Central or decentralized marketing

The question of whether a company's centralized or decentralized marketing structure is the right one depends in large part on how the company is generally structured. In companies with a high degree of centralization, the decision-making competencies are usually in the central corporate governance. This provides the important guidelines for the products, the leadership and the responsibilities. This results in a simple control and coordination of the individual activities, but decisions that affect only parts of the company can take a long time. In addition, the expansion of a large headquarters, the customer proximity to the decision makers is lost and the company runs the risk of unrealistic decisions to make. In a decentralized company structure, on the other hand, there are many independent business units that make their own strategic decisions; the head office only plays a coordinating role. Strong decentralization thus allows rapid adjustments to the local market and greater motivation of site managers, as they are given more responsibility. However, it may occasionally happen that decision-making powers are not clearly distributed. This distinction is also transferred to marketing. In decentralized marketing, the central marketing department plays only a trend-setting role, the competence is ultimately mainly at the local level.

For whom is decentralized marketing relevant?

Decentralized marketing is relevant to all companies that are decentralized, but still get local marketing guidelines from headquarters. Industries in which this predominantly applies are:

  • Insurance
  • Banks
  • Automobile
  • Franchise
  • Trading company
  • Tour operators
  • Associations
     

Because all of these industries and corporate structures thrive on being represented in many different locations but still want to act as a unified brand, it is very important to have centralized, but locally adapted, decentralized marketing.

Why is decentralized marketing becoming more and more important?

Due to the ever-increasing digitization and globalization, the world is becoming increasingly interconnected and interconnected. The Internet not only makes friends across different regions or continents possible, but also the corporate and working world is adapting to this trend. Location-independent work and projects that operate across different locations of a company are becoming more and more commonplace. So also in marketing. With the ever-cheaper online marketing, many different channels and platforms can be used. In addition, many companies are no longer represented in a single location, but are increasingly decentralized. However, these individual local partners should still implement a unified marketing strategy. To make this possible, they too need constant exchange and good networking.

Aktuelle Trends bei Werbemitteln und Geschenken

1st Create advertising material

Not only in print, but also online, marketing offers many different solutions to draw attention to its brand. Thus, the first step to success is to select the right advertising material. Classic web-to-print products, digital ads, out-of-home products as well as social media and video and audio productions can be selected in the shop.

2nd Personalize advertising material

The template-based way of working enables the partner to process the print or digital advertising material directly in the shop according to individual and local needs. Thus, the templates can be ideally used in the company for local and decentralized marketing. As a result, the advertising materials can be ideally tailored to the customers at each location.

1st Create advertising material

Not only in print, but also online, marketing offers many different solutions to draw attention to its brand. Thus, the first step to success is to select the right advertising material. Classic web-to-print products, digital ads, out-of-home products as well as social media and video and audio productions can be selected in the shop.

2nd Personalize advertising material

The template-based way of working enables the partner to process the print or digital advertising material directly in the shop according to individual and local needs. Thus, the templates can be ideally used in the company for local and decentralized marketing. As a result, the advertising materials can be ideally tailored to the customers at each location.