How to Automate Local Marketing for Brand Consistency

Keeping brand messages consistent in a true omnichannel method utilizing both in the online and physical world is a constant challenge many companies face. Marketing done at the local level by retailers or franchisees often relies on social media, digital, PPC, email, and display, because these lower-cost local marketing tactics are measurable, effective, and easy to change. Thankfully, updating local marketing in the digital world is fast and easy compared to the physical world.

Automating Brand Consistency

Unfortunately, brand consistency takes a hit when local marketing doesn’t mirror national marketing or when localized assets are off brand or off brand message.

That said, the complexity and cost of rebranding or changing out exterior signs, interior signs, vehicles, kiosks, and other physical touchpoints may stall at the local level for national brands.The challenge is even greater when departments other than brand management or channel marketing “own” the brand touchpoints.

Automation tools allow you to more effectively manage local marketing by streamlining the process. The first step is to collect data on all of the touchpoints used to send brand messages–from websites to physical signage.

To maintain brand compliance and leverage local marketing opportunities, you must track all branded assets (physical and digital) by automating the entire system.

Here’s how to automate the process:

  1. Identify and track everything featuring a brand message or campaign. You can use software, such as Implementix’s iX Touchpoint, that make it easier to collect and update brand asset information.
  2. Engage all parties across the organization and channels at the local marketing level. By building relationships with touchpoint owners, you open up opportunities for data mining and organizational support for brand management initiatives.
  3. Provide brand touchpoint owners with methodologies and tools to use for local marketing efforts, including automation systems. Ask for feedback and build buy-in when creating project plans for new brand campaigns to speed up implementation.
  4. Maintain data and visual records of brand touchpoints. Set the stage for better local marketing in the future after a campaign rollout is complete.

National brands that automate make it easier for local marketing efforts to remain brand compliant and have a distinct advantage over those that force brand touchpoint owners at the local level to figure it out for themselves.

Discover how Implementix help you automate your brand management and make brand compliance easier than ever.

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