Local Marketing Automation: Translating National Strategies into Local Execution


ENABLING EFFECTIVE LOCAL MARKETING

As a franchise organization, product manufacturer or other national brand, it’s critical that you enable your affiliates to most effectively generate demand at the local level. As national ad budgets continue to shrink, and locally-produced and customized advertising and marketing become more commonplace, your business success will largely lie with your local affiliates’ ability to generate local demand.


Today, national brands are not equipped to effectively enable local marketing.


Although marketing automation has gained significant traction at a national level, distributed marketers – those responsible for enabling affiliates – have not pushed that capability down to their local markets. The primary challenge national marketers have encountered is that local marketing enablement necessitates a high degree of service delivery, which doesn’t scale well without

the use of specialized and fully integrated technology.

Given the lack of such a scalable solution, distributed marketers typically enable local marketing in one of three ways:


1.  Develop and Distribute

In this model, the national brand develops creative assets and distributes them to the affiliates with the assumption that they’ll be used locally. This is the least effective method because it leaves the affiliate on their own to find vendors, develop local marketing plans, negotiate rates and...

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