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Transcript
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