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Local marketing from a single source — a marketing portal makes it possible
Companies that operate at numerous locations and have to respond flexibly to local requirements are often faced with the problem of having to address decentralized challenges with a central marketing department. How do you create a harmonious “one-stop” brand presence that meets the conditions of various local locations or distribution partners and inspires customers online and offline? While this used to require small-scale and often error-prone work processes, these can now be optimized through a marketing portal and promise consistent and convincing results.
Uniform local marketing thanks to marketing portal
A marketing portal provides all relevant information needed for successful local marketing — and even in bundled form. Within the company, but regardless of locations, the portal allows online access to image files, layout designs, text modules and all other content for carrying out a marketing campaign. The central, simplified processing makes it possible to implement local marketing across locations and individually — with the best possible result.
Local marketing and corporate identity
What is the use of the best marketing strategy if, in communication with individual locations, different standards are set in terms of appearance and appeal to the target group? Only those who can offer a coherent look and uniform standards will retain customers in the long term and create a high potential for identification with the brand. In addition to content, the focus here is primarily on appearance. Uniform layout and familiar color schemes or motifs retain customers. A strong corporate identity also makes it possible to set yourself apart from competitors and strengthens the brand.
Consistent standards with flexible customization options
With a marketing portal or marketing management system (MMS for short), the dream of a uniform look that extends to the last sales partner becomes reality. Standards set in the marketing management system make it possible to adapt certain content, such as advertising material, and tailor it to your own customers — but this does not jeopardize the corporate identity. This is because only the information that has been approved for this purpose can be edited. In this way, the system remains flexible enough to be adjusted location-specifically and locally in individual local branches and by sales partners. A successful approach to effective localization in decentralized companies. This allows all sales partners to use the company-wide marketing strategy and adapt it so that it works locally for their target group and customers.
Advertising material in local and regional marketing
In order to successfully address regional customers and carry out successful local marketing, it is no longer enough to rely on classic, printed advertising material. Especially at regional level, new “online advertising tools” are becoming increasingly popular on the Internet. Nowadays, when searching for a company in the region for the first time, you can't avoid search engines like Google. Here you can find a direct route to the company's homepage or Facebook pages and get a first impression through the reviews provided. By skillfully using the Internet and diverse forms of advertising, these reviews can be better presented. In addition, the local homepage can be used to promote your own events and disseminate local tips. Through targeted targeting, the target group can also be tailored on the Internet in such a way that regional customers in particular are discussed and referred to the homepage.
Marketing management system as a complete solution
A marketing management system works online and is cloud-based. Regardless of location, the system can be accessed locally to order marketing materials or campaigns at any time — from offline print brochures to online posts on Facebook. However, a marketing portal goes far beyond these requirements. Through open interfaces, the integration of service providers and social media, such as Facebook and Instagram, and the production of offline advertising materials, marketing portals move beyond pure web-to-print offerings and take learnings from existing systems to the next level.
Benefits of a suitable marketing portal
It is easy to see that marketing management software strengthens brands and streamlines processes. But what other benefits does a marketing management system offer? The consistent implementation of corporate design in local marketing is probably one of the strongest arguments for working with marketing management software. But there are also numerous advantages beyond that. By centralizing control processes, communication problems can be avoided and work processes simplified. When changes are to be adopted internally for all products and printed products, there are fewer errors: Updates are simply made in the marketing portal and all sales partners can use them directly for their local marketing and their own target group. Like all activities by local sales partners, these updates are reflected in automated reports so that errors can be quickly found and avoided in the future. In addition, the increase in efficiency and cost reduction during centralizations should not be forgotten: When routes are eliminated, the workflow is streamlined and communication is simplified, the entire company benefits.
Local sales partners also benefit!
Local sales partners, who should use it in everyday life, also benefit from a marketing portal within the company. As with classic web-to-print systems, it is possible for anyone to take professional advertising measures and adapt advertising materials even without the usual previous knowledge. Planning processes are also simplified when all communication is carried out via one system. In this way, every person knows where to find bundled information. Corporate design templates can be adapted based on local requirements. In addition, booking and ordering processes run via the uniform system. This bundles all information in one system and enables a smooth workflow.
When is it worthwhile to invest in a marketing portal?
Anyone who wants to offer their stakeholders local, compelling marketing solutions and campaigns should consider investing in a marketing portal. This means that there is a suitable variation of the marketing management system for every strategy, form of distribution and every industry. Regardless of whether they want to use it for franchise systems with the ability to locally reproduce comprehensive campaigns, for branches that want to combine a uniform look with a strong corporate identity, or for organizations for which customer recognition and loyalty is important, but who do not want to invest their labor in designing or processing but would rather focus on achieving their goals — they all benefit from a marketing portal tailored to the company or organization.
In which industries can marketing portals be found?
The industries in which you use a marketing portal can be just as varied as the types of sales. The spectrum ranges from parties, NGOs and non-profit organizations to banks, the automotive sector and the tourism sector to local companies such as driving schools, supermarkets and restaurants. Companies that specialize in the production of branded goods in general also appreciate the benefits of a marketing portal. The same applies to associations, authorities and associations. Ultimately, there are advantages to working with a marketing portal in almost every industry.
Helping people to help themselves
Anyone who decides to work with a marketing portal is rewarded with what is generally known as an all-round carefree package. The marketing management software enables smooth work processes and the ability to individually align campaigns at local level, while maintaining uniform standards. Everything takes place in one system. The individual options also make it possible to obtain exactly the functions that are required in the company. In the end, not only does the company win by increasing efficiency, but also the individual team members, who are trained in new skills when using the marketing portal. In addition, the system can be used to communicate with sales partners, inform about new advertising materials and disseminate general tips and tricks. A win-win situation for all parties involved.