Nothing warms a brand manager’s heart more than hearing stories from their customers about brand consistency. One loyal fan of a national doughnut and coffee chain recently stated in a review published on SailThru that, “Even though I live 3,000 miles away from [home], I love that I can still rely on a little taste of home.”
From the customer’s point of view, they’re not only glad to have access to a decent cup of coffee, but also enjoy the feeling and memories that visiting their local outlet of the national chain provides. This quote speaks volumes about how the franchisees are succeeding. Whether or not the customer realizes it, the “taste” of home is about more than coffee and pastries. It also involves the look and feel of the local store’s signage, and their ability to offer menus and coupons that look just like the customer’s home store. In many ways, this type of customer feedback is evidence of the value of local marketing templates.
Your brand’s local marketers are all individuals, and they may have some wildly different demographics they’re selling to. Yet, at the end of the day, they’re all ultimately on the same page. They’re all franchise owners, dealership owners, or local managers, and they’re trying to turn brand recognition into local sales. Templates allow your brand management team to help hundreds or thousands of local representatives do exactly that.
The most effective local marketing templates for digital, print, and email provide the foundation for local marketing. Your local marketers don’t have to face the dreaded blank page or learn how to use Adobe Creative tools. They don’t have to match artwork to your campaign messaging. They can simply find the right template in your local marketing automation tool (LMA), swap out the text that needs to be changed, and if applicable, add local imagery. The result is professional-looking marketing that’s consistent with your national brand.
Previously, we’ve delved into the “how” of template-based local marketing with Creating and Managing Marketing Collateral Templates Local Dealers Love. Today, we’re focusing on the types of templates that your local marketers need. We’ve included a few ideas for how almost any kind of distributed brand can achieve efficiency in their marketing collateral management.
Good marketing integrates seamlessly into a customer’s experience with the brand.
Positive customer experiences are damaged when they notice unprofessional, off-brand local marketing. They’ll notice a hand-written sign or a pixelated logo on something one of your franchisees slapped together in Microsoft Word. It’s only the very worst, and occasionally the very best marketing that stands out at all.
Brand managers don’t need to worry about customers knowing that marketing designs were created with templates. Using a local marketing tool with strong, responsive capabilities can prevent skewed images and other design errors that can happen when local affiliates try to modify the design. When your local marketing feels authentic and on brand, local outlets will see a boost in foot traffic and sales.
The most effective brand managers use templates, and their local marketers are more likely to create compliant beautiful collateral. Almost everything that your franchisees and marketers use to promote your brand at the local level could benefit from being templated to achieve national consistency and professional-looking designs. Providing your locals with the raw materials they need, from hospitality rack cards to restaurant bill presenters, can enable them to execute local advertising well, and quickly.
Your local advertising needs to be perfect, even after your franchisees or local marketers have added their contact information. CampaignDrive is purpose-built to fill this need. Graphic designers can import templates in seconds from InDesign, and set rules for typography, image section, and image resizing. Once your layouts are transformed into intuitive templates, your local marketers can deploy them exactly when and where they need.
To learn how some of the world’s largest distributed brands use templates and other local marketing technology to improve brand consistency and boost sales, check out Distributed Marketing on Steroids: The Brand Manager’s Guide to Designing and Managing Local Marketing Assets Without Breaking a Sweat.