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MARKETING ASSET MANAGEMENT 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness By Tracy Sloger Chief Marketing Officer Creative Agencies MARKETING ASSET MANAGEMENT Dynamic Content DAM and More Brand Control Fulfillment Automation Labor Efficiency Corporate Marketing Department DISTRIBUTED MARKETS Graphic Designers • Franchisees • Wholesalers • Retailers • Dealers • Manufacturers • Independent Agents • Corporate Marketers • Distributors • Representatives • Sales Reps 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness No matter the name — Marketing Asset Management or Distributed Marketing Platform — marketers at big brands with multiple local markets or agents are in need of solutions that make their time more efficient and campaigns more cost effective. One-size-fits-all software served as the initial solution to many of these everyday problems, but the technology has evolved. Today, best-in-class providers pair robust technology offerings with established services to create complete end-to-end brand management models that deliver more return on marketing investment. Brand managers that adopt best in class technology and service solutions, like MarketNow, become the hero by delivering solutions that not only empower their corporate and local marketers, they are the champion that delivers efficiencies and cost reductions that transcend across departments, improving return on investment for the organization. This guide is for brands with multiple locations that are seeking to learn more about Marketing Asset Management solutions and how they empower corporate and local marketing teams. In the guide, we show you how Marketing Asset Management solutions help save time and money while controlling brand standards, enabling local cross channel marketing execution and improving return on marketing investment. 5 Ways to Power Your Brand with Marketing Asset Management: 1. Dynamic, Always Current Content 2. Digital Asset Management and More 3. Brand Control 4. Automated Marketing Fulfillment 5. Reduce Cost and Gain Efficiencies Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 2 MARKETING ASSET MANAGEMENT FOR DYNAMIC, ALWAYS CURRENT CONTENT With a Marketing Asset Management system, corporate Dynamic marketers can easily create dynamic, rule-based, Content customizable templates that enable local users with current content, reduce creative costs, eliminate waste and improve capabilities for local relevance and end user satisfaction. Reduce the Complexity, Time and Expense of Local Collateral Revisions The creation of marketing collateral is typically done by one person who creates one version, one piece at a time, then creates versions for the local market as needed. With this process, creating all the different versions of a poster, menu or brochure for a brand with 500 locations could take weeks. While it may initially appear that one employee can handle content creation without putting a strain on the finances of a company, the truth is that this method is inefficient. Content creation must be thought of as a dynamic process. Distributed Marketing Asset Management solutions start with the basic concept that one designer creates a piece of content as a template. The template can then be used to create an unlimited number of versions for local users. With a Marketing Asset Management solution, profile data is saved and mapped to templates. Local marketers are then able to retrieve location-specific templates populated with the previously saved data, where they can further customize the pieces. This eliminates the hours of time spent with emails going back and forth, project management minutia and graphic design time. Many companies are unaware of the high costs of content creation, further, these costs are often hard to find. They have become part of a corporate marketer’s routine or the services are outsourced to an agency to complete these manual tasks. Companies that do not use a distributed Marketing Asset Management solution will spend time and money on manually making local changes on a routine basis, missing the opportunity to drive down cost and increase efficiencies. With a Marketing Asset Management solution, reduce local agency costs by as much as 75%. — Gleanster, Aug. 2013 Reduce Asset Duplication Marketing Asset Management is complicated. Marketers are often asked for files and collateral several times a day, in addition to being asked to create versions of pieces that may have already been done. Even though the marketing team is most often the source of the original collateral creation and its versions, when fielding so many requests from distributed locations or agents, they may be unaware someone else on the team has already created this, or forgotten all together that it was done before, and start the process from scratch. This causes increased costs in time inefficiencies and sometimes hard labor that could be avoided with proper management. MarketNow consolidates marketing assets for easy access, combines several versions into one or a few templates, and reduces the likelihood of asset duplication. Easily Expire Assets When assets expire, marketers often spend significant graphic design time to revise previously completed creative pieces. The dynamic content creation feature of a distributed Marketing Asset Management platform allows marketers to overcome this challenge. With a MAM solution, the content assembles dynamically, so when an image or piece of copy within a template expires, it can easily be replaced across multiple pieces within minutes versus days of redesign. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 3 This applies to both future and saved content. With a Marketing Asset Management platform, removing content automatically disconnects the content from previously created and saved marketing collateral. When the saved item, say a direct mail piece or a flier is opened for reuse, the user is notified that the piece of content has been removed and that another selection will need to be made. Reduce Obsolescence and Waste Marketing Asset Management solutions like MarketNow Brand Store make it easy to reduce obsolescence and waste. The three ways these reductions are achieved are: •Accurate Inventory Counts: With inventory orders and usage connected to the ERP, marketing teams always know how many pieces are on hand and how many pieces are used over time and can make better reordering decisions for ongoing use. This reduces the likelihood of over-ordering, which often results in destroying a lot of inventory when the pieces expire. • Content That Prints On Demand: With Marketing Asset Management systems that connect to Print on Demand centers, like MarketNow Brand Store, marketers don’t have to rely on the old methods of production. Small runs can be printed just in time, and inventory does not have to be kept on hand. So, if the legal department makes a change, or an image is out of date, there are not quantities on the shelf that have to be thrown out along with the budget. •Location Profiling for Push Campaigns: Marketing Asset Management solutions, like MarketNow, use intelligent location profiling to collect data such as number of windows, window size, number of cash registers, number of tables, etc. When marketing is ready to push a national campaign to the local level, time and hard budget dollars are saved because marketing knows early on what the budget is against the pieces designed. And upon production, only the materials that the location needs are created and shipped. Learn more about Location Profiling. Download our “Local Store Marketing” guide at bit.ly/LOCALSM. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 4 MARKETING ASSET MANAGEMENT GIVES YOU DIGITAL ASSET MANAGEMENT AND MORE While Digital Asset Management solutions are DAM useful for and corporate marketing’s central repository More of digital assets, Marketing Asset Management also has tremendous benefits to distributed marketers because it stores the marketing objects that are used to create a finished piece of marketing collateral, making changes across several pieces easier, which is important when trying to store and distribute collateral to several local users. DAM for File Organization Digital Asset Management is a technology service that controls access of assets stored in one location or the cloud, and is much easier than controlling access across different software packages and online storage locations. Distributed marketing managers who keep these resources stored on local drives in disparate locations are missing out on the ease of managing collateral from a centralized location completely. Managers have enjoyed the ability to significantly cut down on the time that is spent finding the right file for a marketing project with this feature. Collections can be managed to keep all of the files associated with one project in one centralized location. Distributed marketing managers will benefit from assets that are stored online and are not limited to one use. These assets can be reused across a multitude of output types to adhere to the brand needs of the company. Easy and Controlled End User Access and Reporting Digital Asset Management systems can be set up to control access from all parties. So, if a marketing manager wants to make sure sales can only see sales items, and Human Resource forms can only be accessed and forwarded by the Human Resource department, then the user credentials can be configured to ensure this. Further, access to current files can be easily controlled; users can easily send a link of the most current version, and this link will only access the most current version. The Digital Asset Management will also track user activity and enable marketing teams to report on change activity and usage. From DAM to MAM Digital Asset Management solutions are used to capture, store, retrieve and managed raw assets. While helpful in centralizing and driving efficiencies, Marketing Asset Management offers more than DAM. With MAM, a brand has the ability to move beyond DAM and uniquely address the fundamental issues of a distributed marketing organization: • Manage back-office asset production • Local brand control • Personalize content used for customer engagement •Manage distributed marketing content creation • Leverage marketing assets for customer engagement When looking at the advantages of Marketing Asset Management, one might notice that user permissions drive everything from the look and feel of the site they access to the specific pieces of content available and the data associated with variable pieces within the system. Ordering is simple and secure, and all activity is tied tightly to each end user for reporting and measurement at the user level. “Recipe Approach” Makes Updates Easier Digital Asset Management to handle the design workflow related to marketing asset creation is a must in high growth distributed marketing organizations. However, when a brand goes beyond Digital Asset Management and into Marketing Asset Management, like MarketNow Brand Store, individual assets are more like marketing objects that can be staged for dynamic use across various pieces. It is a recipe approach that makes creative changes much less time consuming. For example, a company goes through a slight rebranding and the logo needs to change a bit. Imagine all of the creative time that would go into changing every piece of collateral for marketing, training and operations just to change a logo. With MarketNow Brand Store, imagine it taking only a few hours. That’s right. With MarketNow Brand Store, the recipe approach allows one file to change that then populates the templates across the store. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 5 MARKETING ASSET MANAGEMENT FOR BRAND CONTROL National brands with local markets continually look for waysBrand to control their brand while empowering local Control markets with the tools and solutions they need to be more relevant, timely and effective with local marketing execution. Marketing Asset Management solutions help with brand control in three ways: Avoid Rogue Local Marketing Marketers with several local markets that are anxious to have custom materials will likely understand the meaning of rogue local marketing all too well. When a local marketer, sales rep or store manager can’t get the marketing material they need, when they need it, they may resort to creating materials themselves. This is often done at the peril of brand control and quality production. With a Marketing Asset Management solution that houses all current content in an easy to use, easy to access, always-on brand store, the chances for rogue marketing and the use of non-compliant marketing materials is lessened, as well as the pressure on the national brand to keep up with these always pressing requests. Always Current Content With a Marketing Asset Management solution, marketers can rest a little easier knowing that end users can only access current, brand compliant content. This is important across all industries, in particular for retailers with frequently changing offers, financial brands with ever changing legal copy, automotive marketers with frequently changing automobile images that then effect legal copy, and restaurant brands with menu changes. In the past, marketers relied more on printing bulk runs of materials. Marketers would send materials to the local market, and when new materials were available, those items would be shipped to the local market, too. It was up to the local market to pull the old materials and replace with the new. Marketing Asset Management solutions like the MarketNow Brand Store allow marketers to store templates that can be accessed and updated at any time by the national brand, so when the local market orders, they can only access current, brand compliant content. No more waste and no more confusion over which piece is the most current. Financial brands are particularly happy with this solution because when an application is out of date, and it is used for, say, a life insurance application, the agent must then go back to the applicant, ask them to redo the form, and the application has to start all over through the processing department. “MAM solutions empower local marketers to create relevant collateral within a brand compliant framework.” Freedom Within a Framework Putting version control in the hands of a local marketer might make some brands uneasy. However, with a Marketing Asset Management solution, local marketers are empowered with the ability to create their own versions and make materials more locally relevant within an approved framework, without compromising brand control and compliance. This makes everyone happy. The corporate office spends less time fielding calls and requests for versions, and the local market has the ease and freedom they want to create and order the collateral they need. Restaurants can pick menu items that make sense for happy hours in their area. Retailers can select the shoes that make sense seasonally for their market. Financial and insurance agents can select the stock photography that matches the product and target audience they aim to reach. And, auto dealers can pick the make and model that is hot with the audience they are targeting. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 6 MARKETING ASSET MANAGEMENT TO POWER AUTOMATED MARKETING FULFILLMENT Automation is the key to driving efficiencies in a Marketing Fulfillment Asset Management solution. like this feature as well, because they often need to order on behalf of their stores. Automate Content Customizations and Updates Marketing Asset Management solutions can help make local customized content creation easier by tying content creation to user login. User profile data can pre-populate forms and templates, making it easier for the user. This is one of many easy to use features in the MarketNow Brand Store, because ease of use and time to order is important in end user satisfaction, which ultimately drives success at the national level. Preconfigured Cross Channel Fulfillment Providers Make Execution Easy While saving money on content creation is important, the fact is, content creation is not always the most expensive part of a marketing campaign. Planning the campaign, selecting the right vendors to help implement the campaign, managing the budget and coordinating implementation are all costly tasks. Automation Further, national brand marketers can control updated content from the administrative end and new content can automatically be inserted into any marketing collateral that is created. This lets the corporate marketer control the freshness of marketing materials. A financial services firm, for example, can update the featured service offering for an in-office flier without any involvement by the local agent, or a restaurant brand can control a menu update across different tiers of users, so any reorders by the local users are current when ordered. Learn about our Marketing Asset Management solution, Brand Store, bit.ly/BrndStore. Technology Automate Creation With User Impersonation Marketing Asset Management solutions can allow the national brand or regional manager to create versions and order content on behalf of the local market or user. Financial services agents love this feature as many of their administrative assistants log in to create and order materials for them. Many regional managers These costs are particularly troubling for local marketers who are dealing with tight budgets, little extra time and inexperience in marketing. Marketers on the local level may not be familiar with launching a marketing campaign. Even experienced marketers may find they cannot manage costs when launching a small scale advertising campaign that must perform as well as larger campaigns. Automating the fulfillment and campaign execution can save substantial amounts of time and money for local marketers. MarketNow automates these tasks to take pressure off local marketers who may not have access to resources or know how to properly manage the entire campaign. Local marketers are then left with straightforward responsibilities including selecting marketing assets, entering local data, ordering assets and making payments for materials or campaigns. Campaign coordination is completely automated with the MarketNow platform. Marketing campaign files are sent to the appropriate publication or printer. The best file formats for each advertisement are selected, and distribution lists are automatically sent to ensure that the audience sees the advertisement. MarketNow can even take care of sending payments to vendors. These are just a few of the automated tasks MarketNow can simplify. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 7 MARKETING ASSET MANAGEMENT WITH INTEGRATED SERVICES TO DRIVE EFFICIENCIES AND EFFECTIVENESS Marketing Asset Management solutions, coupled with Labor integrated services, can be more successful in driving Efficiency the efficiencies in supply chain and marketing operations while providing the quality and brand control you need to drive local marketing effectiveness. Integrated Technology Services When a brand tackles the integration and implementation of Marketing Asset Management alone, it can be a complex process. Marketing is usually leading the charge, trying to couple the solution with other processes and providers, as well as other technology infrastructure. IT is usually too busy to give enough time to the parts of the solution that really need their attention, causing delays in the process. Brands that do not have the internal resources to manage and implement Marketing Asset Management technologies can augment its staff by using a managed services provider with vertical expertise. Integrated Vertical Market Expertise There are several technology providers in the marketplace, but a provider with expertise in your vertical is key to setting up an effective and efficient Marketing Asset Management solution for your brand. Marketers should look for a provider with a proven business model and long client tenure with brands in their area of focus. Strong providers will be true extensions of a corporate marketing team, and strong advocates for the local market users. Further, coupling a Marketing Asset Management solution with a service provider that can act as a central point of contact for not only the technology, but also the materials that are going into and coming out of the Marketing Asset Management solution will ensure supply chain and marketing needs are met from start to finish. Integrated Supply Chain Solutions Some of the largest cost savings and efficiencies can be found in procurement and distribution tasks. Duplicated tasks can be found across several departments in the organization, each responsible for selecting suppliers, budgeting, executing orders, approving invoices, directing distribution and managing supplier relationships for their individual departments. Coupling the purchase of a Marketing Asset Management platform with supply chain services in a leveraged service provider can help a brand centralize and streamline supply chain costs across their organization. Best in class solution providers should be able to attain 15 – 30% in combined savings in the first year. Coupling MAM with supply chain services drives costs down and efficiencies up, saving up to 30% in the first year. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 8 DATASOURCE PROVIDES MARKETING ASSET MANAGEMENT IN A LEVERAGED SERVICES MODEL The complexity of managing Marketing, Training, Technology Operations materials and promotional items across a distributed organization quickly becomes a difficult task. DataSource offers distributed organizations a solution that streamlines the process of delivering products to the local market. Leveraged Services Model A Leveraged Services Model is ideal for mid-size companies that have small teams with little time and smaller technology budgets. Through the DataSource Leveraged Services Model, brands receive not only Marketing Asset Management technology, but the services and supply chain solutions they need to build, feed and run the technology solution, and a complete suite of services to support the back-end of any campaign including warehouse, fulfillment, kitting and distribution services to power their brand in local markets. Supply Chain Services The DataSource MarketNow solution combines technology with services that include the ability to bid, buy and negotiate print and branded merchandise. DataSource’s experienced sourcing and procurement staff works with a certified network of suppliers. DataSource can easily match a supplier with client needs and compare multiple bids to attain competitive pricing. DataSource enjoys long-standing relationships with our supplier network and continually audit their performance to validate their accreditation. DataSource is objective in their recommendations, ensuring the best combination of product and price. The DataSource team personally manages and measures quality, manufacturing, cost and delivery – so marketers can focus on what is important to them and core to their business. Further, our ongoing measuring and reporting in this area shows that with at least 3 bids per project, our OneSource certified network of suppliers can drive an average savings of more that 20% in purchase costs. Depending on the client’s level of spend on product, these savings equal the amount funding needed to proivde Marketing Asset Management technology. Key Differentiator The key differentiator for DataSource is our coupling of industry expertise and services with best of breed technologies. This coupling provides clients an integrated platform of Digital Asset Management, our OneSource certified network bid and buy process, the ability to customize, localize and personalize materials for execution across multiple channels, all while maintaining brand control, increasing speed to market and reducing costs. DataSource named one of Gartner’s 2014 Cool Vendor in CRM Marketing Applications, bit.ly/GCOOLV2014. A Proven Model For Success DataSource’s proven model is built on 25 years of experience — with average client tenure of more than 9 years. We have deep vertical expertise in Restaurant, Retail, Hospitality, Franchise Services and Distributed Sales Organizations. DataSource acts as an extension of our clients’ teams. Our industry experts work closely with you to bring each project to life. Our industry-focused client services team acts as a central point of contact, ensuring supply chain and marketing needs are met from start to finish. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 9 Reduce Undirect Spend Our vertical experts optimize processes across the brand, providing indirect savings in several areas. In general, we find marketing and branded materials represent 3 – 5% of the total operating expense. With our integrated services, we can uncover 10-15% in indirect savings on this spend. Some of the areas in which our clients save: • Internal Creative • External Creative •Fulfillment •Distribution •Obsolescence •Inventory •Damage • Purchasing Labor • Marketing Labor • Accounting Labor • Supply Chain Labor • Transportation Labor •Warehousing •Archiving Scaled Services Model We offer scaled services, including near site and on-site support. Brands looking for an integrated solution that combines creative planning, program management and Marketing Asset Management with industry expertise and service to drive efficiency and effectiveness in local marketing execution should consider a leveraged services model like DataSource. Service Savings Across the Brand Fund Technology Because DataSource offers the services that drive down direct and indirect costs, in conjunction with Marketing Asset Management technology, our clients often find that the initial supply chain or marketing operations based savings can fund ongoing improvements in processes and technology. By including other departments that create branded materials for local use, like operations, training and human resources, the cycle of savings can be spread across the brand. Mid-size companies can now afford best of breed technologies because we allow them to leverage our complete line of services across the platform. Information Technology teams, Marketers and the CFO love the platform because they do not have to coordinate and buy several separate technologies that can be costly, extend timelines and be difficult to integrate. Contact us at [email protected] to learn more about how your company can take advantage of the DataSource’s Leveraged Services Model including our Brand Store Marketing Asset Managment technology solution. Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 10 A B O U T D ATA S O U R C E Relying on our deep industry expertise, DataSource delivers multi-channel campaigns that power national brands in local markets through our turn-key enterprise brand management solution, MarketNow. Our solution allows brands with distributed markets to plan, create, execute and measure campaigns with a robust services offering and innovative technology. Plan - Successful integrated brand programs start with our team of experts. From marketing to supply chain management, we have the expertise to support brands from the beginning. Create - Print, digital, promotional and retail design assets enable local marketing while digital asset management streamlines the creative process without sacrificing brand equity. Execute - Deliver your message on time and on target. Our marketing and supply chain experts will source, bid, buy and deliver the multi-channel materials you need, at a competitive price. Measure - Effective reporting drives efficiencies and continuous improvement. We measure to manage end user satisfaction, campaign effectiveness, cost savings and improved cash flow. For 25 years, DataSource has served nationally recognized automotive, insurance, retail, financial services, and restaurant brands, providing the ability to consolidate functions across their organization to leverage buying power, increase speed to market, automate with technology and streamline processes to deliver efficient and effective multi-channel campaigns to local markets. F O R M O R E I N F O R M AT I O N Contact Us Follow Us 1400 Universal Avenue Kansas City, MO 64120 877.846.9120 www.data-source.com [email protected] Marketing Asset Management: 5 Ways Distributed Marketers Can Drive Efficiency and Effectiveness 11