Though our ability to collect data and thoughtfully target customers has jumped leaps and bounds over the years; the reality is most brands don’t break down their approach at a truly local level as they simply don’t have the time or resources. This represents a missed opportunity to both nurture authentic relationships and create a more seamless customer experience.
Enabling your local teams, such as store managers, district managers, franchise owners or field staff to deploy select marketing messages can help scale marketing reach and support your over-arching corporate strategies, all while injecting regional nuance and touchpoints into your messages, providing a more personal connection to subscribers.
Common examples of local marketing messages, whether email, text or direct mail, include the following:
- Invitations to visit the nearest store
- Introducing the local team/new team members
- Invitations to upcoming local events
- Sharing local-only products, services or offers
- Sharing community support initiatives and updates
Nobody knows local markets better than the team members based in those markets, and giving them the ability to contribute and be a part of the greater marketing team pays huge dividends in customer engagement and retention. Campaigns sent by local teams are typically twice as engaging as promotional campaigns sent at the nation level, and are particularly effective at driving in-store visits.
Though implementing a distributed marketing approach may sound complicated — Sageflo not only makes it possible, but practical. It’s an easy-to-use, web-based tool that empowers local teams to quickly and easily create professional, on-brand marketing campaigns without needing corporate support. It works in tandem with almost every marketing platform on the market and has the necessary built-in functions and guardrails to minimize errors, all while ensuring a consistent experience aligned with global brand guidelines.
Utilizing a distributed marketing solution with your local teams provides marketers with the ability to scale influence and audience reach, without needing to increase the size of their team. It’s like having dozens (or even hundreds) of new members on the marketing team with no corresponding increase in headcount cost.
Equally important, it’s a great way to enhance the customer experience by better connecting the many ways your customers may be interacting with your brand across channels. Your customers are craving authenticity, consistency and connection; and local, personalized marketing is one of the best ways to make this happen.
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