* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download maintain brand integrity by choosing a cloud marketing platform
Market segmentation wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Product planning wikipedia , lookup
Social media marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Brand loyalty wikipedia , lookup
Food marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Brand equity wikipedia , lookup
Brand ambassador wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Personal branding wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing strategy wikipedia , lookup
Target market wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Youth marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
MAINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD MARKETING PLATFORM CLOUD MARKETING FORUM RAINMAKER WHITEPAPER SERIES BENEFIT #5: MAINTAIN BRAND INTEGRITY BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM The Idea in Brief Customers and clients want to purchase items that are reliable, and can be replaced or upgraded later. As a result, they tend towards companies with a consistent, accurate message, which indicates a stable, trustworthy company. By utilizing a Cloud Marketing Platform, you can instantly make marketing assets (complete with messaging and branding) directly available to individual marketing partners. This kind of unified messaging is critical in creating a consistent, accurate message to potential buyers and protecting your brand integrity. Since everything is automated for your marketing partners, they are unable to change the integrity, look and feel of the content and marketing materials (unless you allow them). You have complete control over your brand, even as it is spread across your entire distribution channel — either around town or around the globe. In this whitepaper, you’ll learn: why customized branding messages are important how to simplify branding for individual company divisions how to support multiple brand identities ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Practical Example: Managing Multiple Brands in Multiple Markets Let’s assume that you are a multi-billion dollar financial holding company who has acquired 21 community banks in multiple geographic markets. Each community bank already has its own distinct, local brand identity, and management has made a decision that it wants to keep them that way. Why? They feel strongly that instead of competing head-on with major regional and national banks, staying the “hometown” bank is crucial to their market success. They want to stay closely involved with the community at the local level, and provide a higher degree of personal interaction with their customers. In fact, management has adopted a “micro-marketing” mentality: they think that each individual branch should be examined relative to its surrounding market area, and that its marketing efforts should reflect the wants and needs of the primary trading area instead of the market as a whole. This is because the branches are widely dispersed and located in a mix of urban, suburban, and rural areas. This poses some major problems: • Each of the community banks has evolved over the years with varying degrees of marketing sophistication. Some banks are marketing savvy, others are not. • From an image perspective, some banks have brand identities that are very polished, while others’ identities are lackluster. • With so many different banks and brand identities, there are no graphic standards which can be universally applied across the various distribution channels. • The marketing message that resonates with an urban sophisticate is entirely different from what will resonate with a rural farmer. Both are distinct markets, and require distinctly different approaches. • Without an automated solution, it seems almost impossible (or at least not economically feasible) to create different marketing messages for 21 different banks, located in five different states, with hundreds of branches — particularly down to the individual branch level. Given those challenges, the new corporate Director of Business Development chose to deploy a Cloud Marketing Platform. Since “micro-marketing” was top-of-mind with upper management, the manager turned to a shared cloud marketing platform called Micro Merchant, which is designed to support retail banking operations. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM This platform provided a central online marketing portal where each individual bank could access a wealth of marketing support materials, which could then be customized for their particular bank. Based on individual user login information, the platform prepopulated the materials with the bank’s existing brand identity in terms of logo and corporate colors. While the same templates were available to all banks, each individual bank could then customize them by accessing a copy bank of headlines and subheads, and a photo gallery consisting of hundreds of different images. Each bank could still customize certain elements, and write their own headlines and/or upload their own images into the platform. The workflow was intuitive, so the users weren’t discouraged at the thought of having to learn yet another software package. Basic user training took as little as 30 minutes. Creating professional, customized marketing materials could be accomplished in as little as 10 minutes. Each member bank could be trained and online ordering their marketing and training materials in less than an hour. In many instances, individual branch managers were also given access to the system, which allowed them to select graphics and copy which reflected the demographic characteristics of their primary trading area. Regardless of the product being promoted, those in urban environments could select different lifestyle images than those in rural environments. Illustrated on the next few pages are sample screenshots from the Micro Merchant platform which illustrate the steps involved in creating custom marketing materials. It’s easy, and can be accomplished online in as little as 10 minutes including choosing the product or service you want to promote, customizing the marketing material with copy and graphics, proofing, and ordering. Once the order is placed online, print production and delivery normally takes between 3-5 days. So you can quickly react to new product promotions or competitive threats in a fraction of the time required by traditional print production processes. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Step 1. Go online to the Micro Merchant landing page to login to your account. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Step 2. Navigate to the Catalog to see a list of marketing support materials available. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Step 3. Choose the type of marketing template that you want to customize. Choose from pre-populated headlines and sub-heads, or write your own. Choose from a gallery of available pictures, or upload your own images. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Shown below are samples of how different financial institutions are able to use the same Cloud Marketing Platform, while maintaining their individual brand identity using Micro Merchant. Figure 1. Graphic poster and statement stuffer for Your Bank. Figure 2. Lending rate flyer, door sticker and drive-up lane banner for Quantum National Bank. ©Dynamic Marketing Systems, 2012. All rights reserved. BENEFIT #5 - M AINTAIN BRAND INTEGRITY BY CHOOSING A CLOUD M ARKETING PLATFORM Figure 3. Mortgage realty flyer, outdoor yard sign and statement stuffer for the Mortgage Division. Summary Even when challenged with managing multiple brands in multiple markets, a Cloud Marketing Platform can help you maintain your graphic standards and brand identity. Cloud Marketing is where traditional brand management meets on demand technology. In this example, the company was able to use an automated solution to maintain complete control over the marketing content and layout, allow their channel partners flexibility in customizing their marketing materials, and create messaging specific to their local market environment. For More Information For more information or a demo of our Stratus™ cloud marketing platform, please go to www.dymasys.com or email us at [email protected], if you’re ready to Lift Your Marketing Support into the Clouds. ©Dynamic Marketing Systems, 2012. All rights reserved.