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

How Home Services Brands Use Integrated Marketing Execution to Create Trust

Posted by Katie Dunbar on Aug 25, 2015 12:26:00 PM

Home Services Businesses Require Consumer Trust

As modern consumers, we are accustomed to doing research and selecting consumables at our discretion, ranging from what restaurant to dine in, where to shop and what items we purchase. We now have more choices than ever, and there is an intangible trust factor that has become increasingly important.

In store and in office consumer situations require trust, but that trust building differs for home service providers such as painters, lawn service and restoration companies where the professional is invited to the consumer’s home.  In this situation, the dynamics change. The consumer must have complete trust, not only in the business, but also in the people that will be servicing the home. From the service provider’s perspective, this need for trust causes an increased pressure to create a compelling marketing campaign that balances the human connection with conventional and digital marketing materials to gain the consumer’s confidence.

The world of marketing execution is becoming more complex with the convenience and popularity of social media and mobile, but the ever-present desire for a human connection as well. Home service brands can capitalize on this by following these marketing strategies in support of their business model before, during, and after they have provided their service:

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Topics: marketing asset management, integrated marketing, franchise marketing, marketing resource management

5 Ways Managed Marketing Service Providers Power Home Healthcare Marketing Operations with Marketing Asset Management

Posted by Andrew Kaminsky on Apr 28, 2015 8:22:00 AM

Home Healthcare organizations with distributed locations throughout entire regions, or even throughout the country, rely on timely marketing, recruiting and training materials to maximize efficiencies.

As home healthcare organizations grow, and streamlined activity across departments and locations becomes more important and increasingly complex, managed marketing solution providers that provide services and marketing asset management technology to address challenges and pain points experienced by CMOs, Supply Chain personnel and HR/Training professionals are more important than ever.

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Topics: marketing asset management, marketing resource management, B2Local Marketing, human resource management, home healthcare

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 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)

3 Ways Distributed Marketing Solutions Increase Productivity in Local Markets

Posted by Tracy Sloger on Jul 14, 2014 3:34:56 AM

Marketers in large organizations with distributed locations such as restaurant, retail, financial, healthcare, and others have long been faced with the challenge of providing effective and consistent content to marketers at the local level. These individuals, often restaurant managers, franchise owners, store managers or local sales representatives, require content that is approved at the enterprise level but customized for their specific audience and market.

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Topics: Blog, distributed marketing, marketing resource management

Tips for Identifying a Marketing Resource Management Provider

Posted by Tracy Sloger on Jul 2, 2014 5:01:53 PM

The benefits of Marketing Resource Management (MRM) for enterprise level businesses with distributed sales groups cannot be debated as most organizations that implement a MRM solution achieve desired results. In fact, according to a recent Gartner study, approximately 73% those who implemented an MRM campaign achieved their expected business objectives, 23% reported that they exceeded expectations, and only 6% were worse than expected.

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Topics: Blog, distributed sales groups, enterprise sales tools, marketing resource management

Five Ways to Power Your Brand with Marketing Asset Management

Posted by Tracy Sloger on Apr 14, 2014 9:12:12 AM

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.

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Topics: marketing asset management, Blog, Distributed Marketing Platform, marketing resource management

Local Store Marketing

Posted by on Mar 7, 2014 5:17:14 PM

Local Store Marketing, or “neighborhood marketing,” refers to complex and variable distribution based on the needs of individual business locales. This means meeting the needs of the store based on consumer, competition and store characteristics on a local level. The issue is that Local Store Marketing is becoming more complex. The challenge of local marketing execution involves timely, accurate integration of messaging across multiple channels. In the DataSource “Local Store Marketing” guide, learn what tools are out there for companies to implement successful branded campaigns fast.

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Topics: local store marketing, Blog, distributed marketing, marketing resource management, store profiling

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