IVECO and Local Brand X: Joint local marketing across the entire DACH region
As one of the leading manufacturers of commercial vehicles such as vans, trucks or even buses, IVECO (short for Industrial Vehicle Corporation) is a large international company with thousands of employees, service providers and partners. IVECO stands for safety and reliability, but also for efficiency and ease of use. Since the local marketing platform also aims primarily at an efficient and easy-to-use way of working, we are pleased to be involved in implementing IVECO's local marketing in the future. Through the local marketing platform, IVECO employees, retailers and partners can individualize and order marketing materials, such as flyers, brochures or mailings, which strengthens and supports partners' local marketing.
Everyone pulls together
By switching to the local marketing platform, all departments involved were brought together and involved in the new way of working and the system. This is a collaboration between sales, the aftermarket solutions sector and the spare and additional parts department. The employees of around 430 retailers in the DACH region have been equipped with the system and can access the local marketing platform from their location via the web application. In order to provide all participants with the necessary content, IVECO maintains a large, standardized media database (DAM) via the platform, which can be used to access, download and use image photos, logos, lettering and films relating to the individual series and products. The basic requirement for uniform local marketing across the various retailers is therefore met directly.
Custom marketing materials for local marketing
In addition to ordered items in the shop, such as calendars, brochures, operating instructions for (spare) parts or textiles such as workwear and gifts, customizable advertising measures can also be purchased via the local marketing platform. Articles such as flyers or mailings can be individually supplemented, designed and provided with their own contact details. As a result, uniform yet individual marketing materials are created directly via the system and produced and delivered directly by service providers. This applies, on the one hand, to printed products that are ordered directly, but also to analog dialogue mail or digital e-mail newsletters, which are sent directly to an attached address list after ordering. Through a direct data source API — a connection to data sources, such as product data — product content can be integrated directly into flyers or brochures without allowing content errors and having to search for additional images and content. In the future, video personalizations and other individual forms of advertising are also to be integrated in order to enable IVECO retailers to be as personal as possible but consistent local marketing.