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In today's fast-paced business world, efficient campaign management is the key to sustainable success. If your company has several locations and works with a large network of sales partners*, you will certainly be familiar with the challenge of keeping an eye on and managing several parallel marketing campaigns. Your sales partners* are usually closer to the customer and know the needs and wishes of the local target groups better than you at the marketing headquarters. But how can you ensure that your sales partners* carry out the right marketing campaigns, best promote the company's success and also ensure a consistent brand image?
In this article, we show you the success factors that are crucial for local campaign management and explain how you can support your sales partners* in implementing the right marketing measures.
1. coordinate and plan campaigns centrally
In order to achieve consistent brand communication despite the decentralized sales structure and a large partner network, it helps to draw up clear marketing and campaign plans. This means that you and your team at head office define an overarching marketing strategy that encompasses the overall objectives, brand values and key messages. This central coordination is important to ensure that local marketing activities are in line with the overall corporate objectives. This is not about limiting the local creativity and flexibility of channel partners*, but rather ensuring that local initiatives reflect the overarching brand identity.
Therefore, take enough time - preferably at the beginning of the year - to define your overarching marketing goals, brainstorm and prioritize ideas for marketing campaigns and set a timeline. You can then think about which local target groups the planned marketing campaigns should address and which channels are best suited for carrying out the campaigns.
2. provide marketing templates and resources
View your channel partners* as strategic partners* and provide them with the tools and resources they need to implement successful local marketing campaigns. Customizable marketing templates can strike the balance between consistency and local customization. These templates serve as a starting point for your channel partners* to create marketing materials with basic corporate design guidelines already integrated. This maintains brand integrity while leaving room for local creativity.
Other resources such as training, introduction to new marketing materials, technical support or funding will also help distributors to run successful marketing campaigns. Clear communication about available resources and how they can be utilized creates a supportive environment and fosters trust between the company and its channel partners*.
3. measure and analyze campaign success
Measuring the success of campaigns is essential in order to assess the effectiveness of local marketing measures. Companies should set clear KPIs (Key Performance Indicators) to quantify success. At the same time, this allows distributors to understand the impact of their efforts and adjust their strategies if necessary. Did you achieve your goals? What was the ROI (return on investment)? What interaction rates were achieved? Do you see differences between individual channels? All this information will help you prepare your next campaigns even better and allocate the budget more effectively. In this way, you can advertise better and more successfully with each new campaign. A regular exchange of experiences and findings between the company and its sales partners* also promotes continuous improvement and strengthens cooperation.
A successful marketing campaign usually includes a wide variety of marketing measures, such as print, online, social media or video content. With a Local Marketing Platform, you can provide your sales partners* with holistic marketing campaigns with a cross-media marketing mix. To do this, you create a uniform campaign plan in the brand headquarters (for the coming year, for example), which your local sales partners* can use to plan and implement local marketing. You can share this standardized overview with your sales partners* in the Local Marketing Platform.
Based on the campaign plan, sales partners* can see which marketing focuses are planned at which time and can see directly which marketing measures can be used for the respective campaign. This also makes it easy to implement local marketing planning for sales partners* and the same content and offers are shared across brands. A good campaign plan also gives you the opportunity to address a customer several times and reach them at different points in their customer journey. The more often customers engage with the brand or product, the more likely they are to ultimately make a purchase. In such a holistic marketing campaign, the individual measures can be ideally coordinated in order to be remembered and ultimately achieve the best results with local customers.
Contact us if you would like to find out more about the campaign management function of the Local Marketing Platform, we will be happy to help you!