local-ready marketing assessment

by Liz Schaefer 513.772.5400 ext. 119 [email protected]

Building a Local-Ready Marketing Organization

Docustar Results Document

Prepared forDocustarJun 12, 2013

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Building a Local-Ready Marketing Organization: RESULTS

What is a Local-Ready Marketing Organization?By definition, a local market includes customers located within the region the

product or service is produced or made available. That means an effective local

marketing strategy should engage field sales agents and distributors — those who

know the local market best — to create highly targeted marketing messages. To

do this effectively and be considered “local-ready”, organizations must focus on

four key competency areas:

1. Marketing Asset Management: The ability to provide distributed channels

with ready access to up-to-date materials and to enable them to customize

messaging for their local market.

2. Campaign Management: The ability to provide distributed channels with

multi-channel turnkey campaigns as well as manage lists.

3. Workflow: The ability to leverage automation to streamline collaboration and

approvals and balance time spent on execution versus strategic initiatives.

4. Budgeting: The ability to effectively manage the cost of marketing assets.

Automate the allocation of marketing funds across sales/distribution channels.

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Local marketing is challenging. For example, many advertising agencies do not offer

localization services to businesses who have distributed sales models. It is just too

difficult because it presents a long-term project that requires commitment, creativity,

technological investment and lots of work. Effective local marketing requires that

organizations understand marketing approval workflow between corporate and field

sales channels. Further, it requires organizations to understand the nuances between

sales agents and corporate when it comes to budgets, brand control and compliance.

The Local-Ready Marketing Assessment focuses on your unique organization, its current

state and where it must evolve to become local-ready. No two marketing organizations

are the same and no two assessments produce the same results; however, the

objectives are the same: to produce a sustainable competitive advantage.

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Building a Local-Ready Marketing OrganizationThe LRMA breaks down organizations into four key practice levels:

Gearing Up: The Novice Organization (LRMA score <20) Organizations at this level simply do not have the foundational processes or technology in place to be effective in the given local-ready competency area. If your organization is in this situation, the good news is that there are likely many productivity and compliance improvements on the table waiting to be grabbed.

Equipped: The Intermediate Organization (LRMA score 21-60) These organizations are employing some proven practices, but they are not integrated or are limited in scope. With respect to marketing assets, it is likely difficult for local sales channels to access compliant, up-to-date marketing materials. Campaigns may not be executed in a consistent fashion engaging local sales channels. From a workflow standpoint, developing approved, localized marketing materials may be resource intensive and time consuming. Limited controls may be in place for managing marketing costs either centrally and/or across local sales channels.

Prepared: The Advanced Organization (LRMA score 61-80) A Prepared organization is on its way to driving future returns on their localized marketing investments but has room for improvement. If technology is being used for marketing asset management, it may not be fully utilized or its functionality might be limited. With respect to campaigns, they may be limited in frequency, do not integrate multiple channels or do not fully engage local sales channels. Some workflow automation may be in place for localized marketing initiatives, but resources are likely still strained. From a budgeting standpoint, cost tracking may be focused on central marketing functions with limited tracking of marketing expenditures across local sales channels.

Local-Ready: The Expert Organization (LRMA score 81-100) Organizations at this level are getting the most out of their field sales force, agents and distributors. With respect to marketing assets, they are localized, brand and regulatory compliant and easy-to-access by distributed sales channels. Campaigns which resonate with local targets likely occur on a regular basis with little effort on the part of local sales channels. Processes are likely automated without heavy reliance on technical resources and freeing up marketing to focus on strategic initiatives. From a budgeting standpoint, the cost of marketing materials and campaigns is likely well managed both centrally and across local sales channels.

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100

80

60

40

20

0

Your Local-Ready Scores

Marketing Asset Management:

Campaign Management:

Workflow:

Budgeting:

Campaign ManagementBudgeting

Marketing Asset Management

Workflow

Scores for Docustar:Gearing Up: The Novice Organization (20 out of 100)

(20 out of 100)

Equipped: The Intermediate Organization (35 out of 100)

(35 out of 100)


(35 out of 100)


(50 out of 100)

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RecommendationsConsider implementing the following recommendations in order to build a local-ready marketing organization.

Marketing Asset Management The ability to provide distributed channels with immediate access to up-to-date materials and to enable them to customize messaging for their local market.

• Createcorecontentthatresonateswithtargetsandnurturesthemthroughthedecisionjourney.

• Provideup-to-datematerialsthroughasearchableonlinesystem;makesureitisintuitive/ easy to use.

• Harnesstheexpertiseofyoursalesforcebyempoweringthemtocustomizecorecontentandcreate highly targeted personalized messaging.

• Providebestpracticesforusingandcustomizingthecontent.

• Trackcreationdatesandreviewdatedmaterialstobesuretokeepyourmessagefresh.

Campaign Management The ability to provide distributed channels with multi-channel turnkey campaigns as well as manage lists.

• Makesurestrictprocessesareinplacetoensuresaleschannelscannotcontactcustomers/prospects who have opted out of communications.

• Communicatetosaleschannelstheavailabilityofturnkeycampaigns,makeiteasytoenrollandremove the burden of execution from the sales channel.

• Removeanybarriersthatmaypreventsaleschannelsfromparticipatingincampaigns.Forexample, if sales channels require list confidentiality, ensure proper security is in place, use third parties for campaign execution.

• Encouragesaleschannelstocustomizecampaignmaterialstoresonatewithlocaltargets.

• Besuretoprovideturnkeycampaignsnotjustforattractingnewcustomersbutalsoforbuildingrelationships with current customers.

• Demonstrateresultsandcommunicatesuccesstoencouragefutureparticipation.

Workflow The ability to leverage automation to streamline collaboration and approvals and balance time spent on execution versus strategic initiatives.

• Ensurestrictprocessesareinplacetoensurebrandconsistencyandregulatorycompliancebeforematerials are distributed.

• Leverageworkflowautomationtoensurenecessaryapprovalsaresecuredandtoreducethetimespent on obtaining approvals, tracking versions and reporting on compliance.

• Identifynon-strategictasksassociatedwithexecutingmarketinginitiativesthatcouldbeoff-loadedto marketing partners.

• MakesureautomationsolutionsincludesufficientsupporttoreducerelianceoninternalIT/technical resources.

Budgeting The ability to effectively manage the cost of marketing assets. Automate the allocation of marketing funds across sales/distribution channels.

• Takecontrolofco-opmarketingtostayonbudgetandtoensuremoneyisnotleftonthetable(missed opportunity for messaging).

• Trackandanalyzeexpensesassociatedwithmarketingmaterialstoidentifyopportunitiesforcostsavings.

• Managequantitiesofprintedmarketingmaterials,especiallywhenlocalizingmessaging,tolimitobsolescence.

• Reducewastebyensuringprocessesareinplacetoattainnecessaryapprovalsbeforeproductionand distribution of materials.

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DocuStar provides state-of-the-art production services and digital

marketing management solutions designed to help businesses create and

deliver communication that is local, mobile and personal. Able to integrate

20 years of digital print and fulfillment experience with MarketHUB+

marketing resource and creative production management software,

DocuStar is uniquely equipped to offer customizable, comprehensive

solutions to challenges facing businesses in any industry.

To see how DocuStar can assist you

in becoming a local-ready marketing

organization, contact Liz Schaefer

today or visit www.docustar.com.

513.772.5400 ext. 119

[email protected]

Contact us to learn more!