There’s a reason customers refer to nearby locations as their “home” stores—what they truly want is a deeper connection with the team members they already know and trust.
Customers don’t want to have the exact same experience in Seattle as they would in Atlanta or New York City; they don’t expect their experiences with your stores to be homogeneous. We find that consumers want—and would even go so far as to say need—more of that local touch. They crave authentic, personal connections with the brands they patronize.
Distributed Marketing
At Sageflo, we define this as distributed (or local) marketing. This approach empowers local teams to become brand ambassadors in their own communities. As more organizations recognize the tangible impact on revenue and growth, distributed marketing is quickly becoming a strategic priority.
We see the power of distributed marketing every day. Our customers are achieving outstanding results by empowering their local teams to step into marketing roles.
Meet Bob the Maverick
To illustrate this, we’ve developed a persona, Bob the Maverick—a representation of the local-level operator.
Bob may not be a “marketing pro,” but he is incredibly social and great at building relationships with customers. The “Bobs” across your organization already possess the core skills to become successful marketers. They just need the right training and tools to thrive.
Whether it’s retail, quick-service restaurants, casual dining, health and fitness, or hospitality, once local teams are given the right tools and guardrails, they often send campaigns that outperform those sent nationally.
Bringing Authenticity and Connection
While at first glance these campaigns may appear similar, local teams help bring a level of authenticity to their outreach. When Bob sends an email about a new promotion, he might include a note about the local baseball game or the extreme weather in the area. Ultimately, those personal touches are what help customers feel more connected to your brand.
Sageflo helps these users shine.
When customers receive messages from their local teams, they’re more likely to support the individuals and locations that serve them directly.
We think that’s a pretty great result!
Want to learn more about distributed marketing? Visit our website here.
