The Source for Distributed Marketing Expertise

The Source for recent events, digital trends, brand management, integrated marketing and supply chain processes for distributed marketers and supply chain managers.

Tracy Sloger

As Chief Marketing Officer, Tracy provides strategic guidance for DataSource client marketing initiatives as well as leadership in the continued growth of the DSI marketing services division. Tracy has tenured success in strategic evaluation, creation and integration of analytic driven, multi-channel marketing campaigns. Sloger's expertise is a result of time spent in thought leading agencies, Harte-Hanks, Bernstein-Rein and Saepio Technologies, where she advised some of the world's best known brands. Tracy also provides the unique understanding of operational challenges honed from owning and operating a retail business herself. Tracy's broad knowledge of direct, brand, loyalty, inbound and integrated marketing strategy provides a solid foundation for advising DataSource clients in efforts to reach their marketing goals.
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Recent Posts

17 Ways to Improve Internal Meetings

Posted by Tracy Sloger on Dec 14, 2015 12:52:04 PM

The notion of having better meetings has probably been brought up in a few conversations within your organization.  This post is meant to help us all remind ourselves and our teams of how to improve our meeting process and execution, so we all get more of what we want out of our day, our work and our ability to serve our clients. If at this point, you are thinking, “No, I really haven’t thought we needed to improve”… read on.

  • Have you ever been invited to a meeting and had no idea what the meeting was for or how you should prepare?
  • Have you ever been invited to a meeting but didn’t quite know why you were on the invite list? 
  • Have you been in a meeting where you were wondering what the goal was, and how you would know when to leave the room? 
  • Have you ever been in a meeting where you were wondering what someone else’s role was in the conversation?
  • Have you ever had a meeting where you left feeling dissatisfied and confused and with the dread that nothing would happen as a result of the meeting?

Likely the answer to one or all of these questions is yes.  We likely all want better meetings.  We want better conversations.  We want to know that our time in meetings is well spent and that there are goals, outcomes and future actions that will be taken based on those meetings.  We want to know that the meetings are contributing to our one true mission – to provide high quality service and technology solutions our clients.

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Topics: marketing services, datasource

6 Hospitality Essentials from Managed Marketing Services Providers

Posted by Tracy Sloger on Apr 7, 2015 4:00:18 PM

In our work with industry leading distributed brands, we are witnessing a clear prioritization to integrate solutions across the organization to streamline, and save time and money while impacting top and bottom line growth.

The leadership teams within the hospitality brands we work with have a keen focus on these objectives; drive out inefficiencies while increasing effectiveness. While each departmental leader may have objectives that tie back to their own departmental key initiatives, one thing is clear; they welcome help unifying the organization to bring consistency and process management that makes it easier to do business at the national and local levels, while reducing costs, labor hours and improving supply chain, operations, training and marketing.

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Topics: managed service provider, supply chain management, branded merchandise, print on demand

6 Ways MRM Helps Large Restaurant Brands Customize and Deliver FDA Compliant Menus

Posted by Tracy Sloger on Mar 2, 2015 3:50:58 PM

In late 2014, the Federal Drug Administration (FDA) published rules requiring all restaurants and fast food chains to publish calorie and nutritional fact information on menus, making the information visible to the consumer.

According to Nation’s Restaurant News, “The FDA has estimated that 1,640 chains nationwide would be subject to the requirements. Those chains have 278,600 locations. It has also estimated the cost of complying to be about $1,100 per unit, including $1,800 per limited-service restaurant and less than $1,000 per full-service location.”

While this news is generally embraced as a good thing for customers and health advocates everywhere, it is also likely to provide compliance headaches for Chief Marketing Officers in large restaurant chains. As every CMO knows, it takes considerable time to print, produce, ship and house even the most unchanging menus. Now, CMOs are faced with the challenge of collecting data by menu item, knowing and tracking which restaurants serve that menu item, and making sure that data is matched up correctly with the print creative. What’s followed is an even more pressing need for digital menu management and production management expertise.

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Topics: restaurant marketing, marketing resource management, store profiling, print on demand

What's in the CMO Inbox?

Posted by Tracy Sloger on Feb 19, 2015 5:19:00 PM

If you are like me, this is what your inbox looks like every 15 minutes.  50% or more of your emails are from solicitors or content producers you have opted into at one time or another (including ours).

For marketers in enterprise level positions, it has become increasingly difficult to keep up with internal email, let alone the flood of outside content.

How do you decide on what to keep or toss? How do you know which ones you unsubscribe from? Or, how do you know who to seek out?

 

There are a few we read daily. These websites often provide fresh takes and best practices relative solutions CMOs need to inform their strategy and tactical marketing plans.

Happy reading!

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Topics: marketing services

6 Daily Reads for Distributed Sales and Marketing Integration

Posted by Tracy Sloger on Feb 11, 2015 8:38:28 AM

If you are a large organization with a distributed sales team, you probably know the challenges of creating and distributing sales material to local markets all too well. These difficulties often reside through inefficiencies in consistent branding, production and fulfillment costs and lack of creative input when structuring marketing campaigns.

Sales and marketing are a marvelous blend, and as such, the sales teams we work with are always eager to digest information that focuses not only on the difficult art of selling, but also on the importance of solving marketing challenges that lead to better marketing and sales integration.

So, where do you go for this type of content, and who can you rely on to fill your in box or social feed with relevant, useful information?  We have identified several news and blog sites that we feel share an abundance of strong marketing tips, ideas and integration advice for sales professionals, leading to increased revenue for the company, and profit for the sales agent.  Happy reading!

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Topics: distributed sales groups, brand management, distributed marketing

Marketing Asset Management for Weather Driven Real Time Marketing

Posted by Tracy Sloger on Jan 28, 2015 10:55:00 AM

How Can Brands Market Around Weather Related Opportunities?

As recently noted by AdWeek, Winter Storm Juno, or as displayed on social media, #BlizzardOf2015, provided marketers behind brands with infinite opportunity to reach new audiences and promote their business. As restaurants, retail, and professional services brands utilize the storm to represent a marketing touch point or generate store traffic, opportunity for speed to market and reduction of marketing failure still exists.

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Topics: marketing asset management

4 Must Read Retail Marketing Resources

Posted by Tracy Sloger on Dec 4, 2014 2:00:00 PM

 

Google “retail marketing” and you will find an abundance of information pertaining to brick and mortar, online sales, social media, streamlining marketing processes and much more.  Many authors, bloggers and reporters cover retail marketing well, but combing through the mass of content to find reliable sources for ongoing informative insights can be a chore.

We have identified four resources for reliable, timely, and relevant content.  These four websites are adept at tackling important trends and issues, providing significant data points and providing retail marketing tips we consider essential for retail marketers.

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Topics: marketing operations services, retail marketing

Brand Supply Chain Success: Report Early Savings

Posted by Tracy Sloger on Oct 20, 2014 12:33:00 PM

With a trend to cut marketing budgets and maintain effective strategies that drive awareness and sales, marketers are looking for real means to make CEOs and CFOs happy.
 
We write about cost savings often. One key area that brands find the ability to reduce spend in, without hurting effectiveness of branding, is in brand supply chain.

What is Brand Supply Chain?

Supply chain management (SCM) is the management of the flow of goods. It includes the movement and storage of raw materials, work-in-process inventory, and finished goods from point of origin to point of consumption. Brand supply chain can be thought of as the creation and movement of branded materials from the national brand to local markets and local consumers, or as we like to call it, B2Local.

Successful Brand Supply Chain Management

We help brands make the transition from inefficient branded material buys to centralized, streamlined, efficient brand supply chain success. But, what factors drive the decision to move forward with an implementation? What factors drive a successful partnership?
 
We find there are seven keys to driving a successful partnership:
  • Report Early Savings
  • Industry Expertise
  • Transparent Goals
  • Commitment and Leadership Involvement
  • Technology Enablement
  • Brand Visibility and Control
  • Agency Integration

In this post, we explore “early success” and what that means.

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Topics: distributed marketing collateral, marketing procurement, managed services provider, marketing operations services, brand supply chain, supply chain management services, supply chain management, Distributed Marketing Management

Brands with Silo Buying Spend 15%+ More Than Brands that Centralize

Posted by Tracy Sloger on Oct 13, 2014 12:44:00 PM

One of the most exciting things about providing solutions for our clients is the impact we make to the bottom line, across their business, almost immediately.

It's no secret that marketers are under pressure to show results.  Those results can come in many forms, however, nothing makes the CFO and CEO more happy than driving EBITDA. 

How do we help drive EBITDA at DataSource? 

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Topics: brand management, brand supply chain, supply chain management services, supply chain management, brand compliance

What is Marketing as a Service [MaaS]?

Posted by Tracy Sloger on Oct 6, 2014 3:32:00 PM

Incorporating evolving or proven strategies into a marketing program is a constant challenge for companies of all sizes, regardless of budget and resources. The increasing focus on digital media, localization and personal relevance further complicates execution. This evolving state requires a focus on “real-time marketing” that is centered upon consumer behavior, with different action items prepared for the reaction of a target audience, with an omni-channel approach. Distributed marketing and sales teams entering new territories or new channels often face these challenges.

It is difficult to capitalize on marketing and advertising opportunities because of limited resources, skill sets and complexity. When brands attempt to handle all elements related to local marketing execution in-house, the tasks often distract internal personnel and resources from their strategic goals, resulting in time management challenges and failure to focus on core business needs.

For these reasons and more, Marketing as a Service (MaaS) has emerged as a concept that fills in the gaps for brands seeking assistance in developing marketing strategies, creating campaigns and executing of projects. 

What is Marketing as a Service [MaaS]?

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Topics: distributed marketing, marketing resource management, Marketing as a Service (MaaS)

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