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EUROBAUSTOFF is a cooperative that brings together numerous building materials retailers, each with their own brand and unique requirements. How do you successfully build a shared marketing platform that distributes budgets fairly while keeping each member's individual brand visible? Laura Schaeffer, Business Development Managerin at Local Brand X, discussed this at the Local Marketing Day with Michael Busch (Head of Marketing Systems), who was a guest for the second time.
Michael, could you please introduce yourself?
I’m Michael Busch, Head of Marketing Systems at EUROBAUSTOFF. EUROBAUSTOFF is a cooperative of many different building materials retailers.
How did you manage to integrate subsidies into the marketing platform?
That was quite a big topic for us, but I can keep it brief.
All our shareholders—who are our members, not end customers—have their own account in the platform. They have a marketing budget in that account that they can use for their campaigns.
The budget is based on the revenue the shareholders generate with us throughout the year. The more revenue, the larger the budget grows. So, we reward our shareholders for implementing as many campaigns with us as possible.
How do you manage to centrally represent the shareholders' different brands and visual identities while still allowing for individual execution?
That’s really only possible through templates. All our campaigns are based on templates designed from the start to accommodate different corporate identities. There are different colors, sometimes different fonts, and even different price fields.
We rarely use "off-the-shelf" campaigns; instead, we have a basic framework. Within that, every shareholder can implement their own campaigns, colors, and visual identity.
You manage a large part of the platform yourself with over 100 administrative users. What are the advantages of this autonomy in your day-to-day marketing?
We have some very large shareholders, and they have their own clients in the system—essentially their own client environments. These are shareholders with 30, 40, or 50 locations of their own. They need very specific campaigns tailored exactly to each location and brand. We simply couldn't manage that centrally.
To ensure the shareholders only have one platform to deal with—rather than two, a large one and a small one—we combined both. And that is the big, big advantage. No one has to wonder where to find something. Everyone knows that all campaigns are in the marketing platform. Done.
One final question to wrap up. This is your second time at the Local Marketing Day. How would you describe it in three words?
Informative, entertaining, pleasant.
Perfect, thank you very much!