Iveco marketing portal

IVECO and Local Brand X: Joint local marketing in the entire DACH region

As one of the leading manufacturers of commercial vehicles such as vans, trucks and 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 user-friendliness. Since the Local Marketing Platform is also primarily aimed at an efficient and easy-to-use way of working, we look forward to being involved in the implementation of IVECO's local marketing in the future. Via the Local Marketing Platform, IVECO employees, dealers and partners can customize and order marketing materials such as flyers, brochures or mailings, which strengthens and supports the local marketing of the partners.

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 area and the spare parts and additional parts department. The employees of the approximately 430 dealers 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 everyone involved with the necessary content, IVECO maintains a large, standardized media database (DAM) via the platform, through which image photos, logos, lettering and films for the individual series and products can be called up, downloaded and used. Thus, the basic prerequisite for uniform local marketing across the various dealers is given.

Individual marketing materials for local marketing

In addition to items ordered in the shop, such as calendars, brochures, operating instructions for (spare) parts or textiles such as work clothes and gifts, customizable advertising measures can also be obtained via the Local Marketing Platform. Articles such as flyers or mailings can be individually supplemented, designed and provided with their own contact details by the dealers. This means that uniform but individual marketing materials are created directly via the system and produced and delivered directly by service providers. This applies on the one hand to print products that are ordered directly, but also to analogue dialog post or digital e-mail newsletters that are sent directly to an attached address list after the order has been placed. With 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 errors in content and without having to search for additional images and content. In the future, video personalization and other individual forms of advertising are also to be integrated in order to enable the most personal but uniform local marketing possible for IVECO dealers.


Author
Nisa Wielvers
Nisa Wielvers

Marketing Managerin

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