![]() ![]() But don’t assume that no news from the locals is necessarily good news. Over time, this kind of background auditing can help you to determine if your brand is getting activated with an acceptable degree of discipline at the local level.ĭissatisfaction among local marketers: Where off-brand executions can be easy to miss, dissatisfied franchisees or resellers usually makes themselves well known-especially if they are influential in the network. Then ask them to drop the executions off at headquarters whenever the opportunity presents itself (often a smart-phone screenshot will do). Ask them to subscribe to or in other ways participate in the marketing efforts that their locations are mounting: email newsletters, business-card signups, Money-Mailer or PennySaver mailings. The best way to put your ear to the ground for this is to leverage your field support teams, who are responsible for visiting local stores (restaurants, branches, etc.). But in most cases, off-brand executions occurred in areas where review is much more spotty-local web partnerships, social media tactics, local direct mail campaigns, etc. Certainly, you might be able to see some signs of off-brand executions by reviewing the “tear sheets” in an advertising co-op program (tear sheets are samples of the local marketing, provided to prove that media dollars were spent and rules obeyed). The second symptom of local marketing chaos often goes undetected-precisely because many brands have no simple way to keep an eye on marketing executions at the local level. If they talk about “putting out fires” or “endless rounds of revision,” then you may have some local marketing chaos on your hands. Or, if your creative team is using a job-ticketing system, you should find evidence there.Īnother method for detecting in-house agency overload comes from “managing by walking around.” Take a moment to learn about the day in the life of your in-house creative team. But so, too, can time records for your field-support and graphic design teams. How can you detect this symptom? Certainly a quick conversation with your in-house agency leader should reveal it. Usually, these requests create difficulty because they distract the creative team from larger, more strategic initiatives-and yet, the requests can’t simply be ignored without damaging the relationship between the brand and its local outlets. In-House Agency Overload: Most businesses detect the first signs of local marketing chaos within their in-house agency or in-house brand management team, which suffer from a continuing stream of “one-off” requests from local marketers for production and executional support. Local marketing chaos is a condition that arises in multi-location businesses when local marketers (franchisees, resellers, dealers, etc.) stray from brand standards and strategies in their efforts to increase revenues for their individual operations. ![]()
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