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The marketing process: supporting the marketing team in local marketing
Marketing includes not only generating content and choosing the right platforms, but also planning, evaluating and working with the individual participants. Decentralized companies, companies with partner networks or business models with various locations in particular face particular challenges here. Should marketing activities be as uniform as possible, strengthen the brand image and serve the company's success, but still give those responsible the necessary freedom and appeal to the local audience? It is often difficult to reconcile everything and everyone here. With this article, we want to show you how to implement your local marketing and make it effective based on the individual phases of the marketing process.
1. Planning
Planning is the cornerstone of successful marketing. This involves not only determining which promotions and discounts should be available, but also the basic definition of guidelines and goals. In particular, corporate design and corporate identity play a major role in strengthening the corporate and brand image uniformly and together. In addition, marketing goals and possible campaigns and time periods are defined in the planning phase. In order to work with your local marketing managers in the best possible way, it helps to involve them in planning and to know the needs and challenges at local level. In addition, the corporate design in particular should provide a fixed guideline to enable a uniform brand image.
2. Preparation
These guidelines and planning are put into practice in the next step, when they are created. This involves designing posters for a campaign, shooting the new image video or writing a post for social media, for example. Basically, this is the creative phase of marketing, during which the design and campaign requirements must be observed, but individual solutions and paths can usually also be found. Support your partners by clearly communicating the requirements and making them easy to implement. Provide possible templates for various marketing materials and encourage stakeholders to break new ground. Especially in the current period, cross-media marketing on a wide variety of channels is suitable to address the widest possible audience.
3. Approval
In most decentralized companies and companies with partner networks, the marketing materials and content created must be approved and approved by the head office before publication. This consultation and consent are particularly important for the consistency of content and design. In this way, the head office can ensure that a uniform brand image is conveyed to the outside world despite the various responsible parties.
4. Production and publishing
Finally, the finished materials are put into production or published for the target group. In production in particular, it is important to help local partners and provide uniform service providers such as printing houses or forms of production. Through company-specific cooperation with service providers, not only can quality standards be guaranteed, but also cost advantages can be achieved. In addition to production, you can also support your partners in publishing and publishing, for example posts and ads on social media. Through software support or uniform accounts, these requirements can be simplified and standardized and motivate more partners to perhaps also pursue new marketing channels.
In principle, it is important to work in partnership with your local marketing teams and to manage marketing together; this is the only way to achieve long-term brand success.