Distributed marketing: which strategy to choose?

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Our study on the decentralization of brand communication shows that 46% of networks prefer to decentralize their communication. This trend is also growing rapidly.

However, at the scale of a network of points of sale, it can be complex to address the diversity of local needs and contexts . It is then the challenge of the headquarters to find the balance between global harmonization and local customization .

In this article, we'll explore different degrees of distributed hungary mobile phone number list marketing to help you determine how to engage your local teams most effectively.


1. Why distributed marketing?
2. Offer turnkey solutions
3. Provide supervised autonomy
4. Encourage proactivity
Conclusion


why do distributed marketing

1. Why distributed marketing?
Distributed marketing consists of defining a global marketing strategy at headquarters, which involves points of sale in the local adaptation of their marketing campaigns . This type of strategy improves the impact of communication on consumers and ultimately traffic in stores and online. Indeed, 67% of Internet users appreciate companies that personalize their advertising and content according to their location 1 .

Interest in distributed marketing stems from consumers' desire to establish local relationships with businesses close to home. Each region has its own particularities , hence the importance of involving local teams , who have a perfect knowledge of their context. For example, Oasis' 'Mangue in France' campaign was a great success using humorous advertising messages adapted to each region , such as " Fruit-noz and bigoudens atmosphere all the way to the fruitnistère! " in Brittany or " Mangue Debol déboule au pays de la lavande! " for the South of France.


Strawberry Oasis AdvertisementOasis Mango Advertisement

Oasis Advertisements "Mango In France"

There are many benefits to doing distributed marketing for your network:

Expand the reach of communications in the image of your brand
Maintain consistency in your communications and respect for your brand image
Develop the proactivity and autonomy of your points of sale at a lower cost
This strategy can be divided into several levels of delegation to the local level, for example by offering a turnkey solution or by giving total or supervised autonomy.



turnkey distributed marketing

2. Offer turnkey solutions
Imagine this: You’ve updated your brand identity to modernize your communications, but some points of sale are still using the old one. Not ideal in terms of consistency, right?

To avoid this, some network heads decide to support the autonomy of local teams , because they often do not have sufficiently advanced marketing skills to develop effective marketing communications.

But then, how can we offer them turnkey solutions?



Send campaigns on behalf of your points of sale
For a national statement, you can, for example, carry out "on behalf of " campaigns (emails, social networks, SMS, Ads, etc.) personalized to your establishments using dynamic elements.

Reasons to try:
Greater reach for your national operations
Create authentic, more relevant and more impactful communications
Create proof of success before involving the network in their local communication
However, “on behalf of” campaigns do not allow for the real involvement of local teams and can also be more complex to set up in the case where there are many specificities between the different points of sale or regions.


Invite your network to sign up for your operations
As a network head, you can prepare multichannel operations that points of sale can freely register for . This can be useful to obtain local agreement or simply involve them during your highlights of the year (e.g. annual sales, Mother's Day, end-of-year celebrations) and to offer them a choice between different models and optional or mandatory channels to speak about your operation.



distributed marketing library

3. Offer supervised autonomy
Once your points of sale have understood the benefits of local marketing for their visibility and their business, you can give them more autonomy, in order to gain in responsiveness and reduce the operational load at the headquarters . Several options are available to you:


Share a self-service operations library
You can offer free operations with ready-to-use templates , which points of sale can use at their convenience. These kits can be customized by them, while locking certain fields to ensure brand image.
Let's take the example of O2, the French leader in personal services , which is deploying this operation across its network: “ Since the start of the school year is a very important time for us, we shared communication kits with our agencies for their customers and employees. These kits contained templates for emails, SMS, flyers, posters and social media posts that they could adapt according to their needs and the local context .”



Offer a marketplace for print & goodies items
To meet the needs for printed items and goodies, you can consider making a complete range of promotional products available through your own brand marketplace. You can thus offer everyday items such as customizable business cards or in- store POS (flyers, posters, window stickers, etc.) so that your establishments can restock as soon as they need them.



encourage and animate distributed marketing network

4. Encourage proactivity
The ideal is that your establishments are proactive in using your resources autonomously, within the usage framework that you have defined. To do this, certain tools are essential:
Shared editorial calendar : highlight key moments of the year and offer operation models accessible directly from a shared calendar .
Shared media library : offer a library of media (images, videos, audio, documents, etc.) to facilitate the creation of campaigns that comply with your charter and also allow your establishments to have you validate certain media before use.
Validation workflow : Establish a validation process to maintain control over important campaigns or to reassure less experienced or newly joining points of sale.


Conclusion
In summary, distributed marketing allows you to improve the impact of your network's local communication and to differentiate your brand in the eyes of consumers.

You then need to find the balance between control and autonomy , depending on your organization and the maturity of your local teams. To implement your distributed marketing strategy, a partner like Digitaleo can help you deploy the right tools and use the right methods to train and support your network.



Help your network with its local communication