The key to keeping up with demand for content adaptation
Opportunities to localize content are growing exponentially and are winning at the point of sale.
Brands use marketing and sales content to motivate consumers to purchase their products. Clever agencies create beautiful artwork which is then shipped around the world for use in a campaign – sometimes as it is, sometimes localized for that market.
The number of places to use that content continues to grow. Especially when it comes to being able to have local or client-specific versions of that content available – and even more so when you can make that content relevant to that specific customer location.
As short-run printing continues to get cheaper and easier, or as digital POS continues to drop in price and appear in more places, the growth in opportunities to capitalize on hyper-local content is going to continue.
How to win at localization
Marketing teams that are able to allow the field to locally adapt content are the ones that are winning at the point of sale.
Many field sales and marketing teams can tell you that their clients are looking for unique ways to stand out from their competition. A few examples of how content adapation can be used to aid this are:
Bar menus are a good way to illustrate this kind of content adaptation.
Take the following scenario – a drinks brand salesperson goes on a sales call with a bar owner. The salesperson wants to increase their revenue from that bar, the bar owner wants to increase their revenue from their consumers. The salesperson suggests that the bar create a custom menu that will promote a premium brand and encourage consumers to order more premium drinks.
Everyone wins – the consumer gets a better experience, the bar owner gets a higher order-value per customer, and the salesperson gets increased orders of their premium brands.
How do they do it?
Creating a menu that fits the style of the venue and lists only the drinks that are stocked can be a challenge for the marketing team, as each venue is unique.
However, this sales rep uses has a marketing department at their fingertips with a platform that allows them to sit down with the bar owner and choose from a wide range of menu designs to find one that fits the style of the venue. The platform is connected to both the brand images database and the product information database, which means that the rep and the owner just select the drinks that they want on the menu and it automatically adds the perfect product shot and description. All they have to do is add the prices and off it goes to be printed.
To draw customers in to the bar on quiet nights, they also added a set of social media assets that offer a promotion on Monday and Tuesday nights. All from within the same platform, all within minutes.
A retail in-store promotion, or aisle-takeover, is a good way to illustrate this type of content.
In this example, a product sales rep for laundry brand meets with a supermarket that they sell to. The laundry brand is launching a new version of their product and wants to run a promotion in the supermarket. The supermarket offers the brand the opportunity to take over an aisle, including shelf space, shelf talkers, shelf strips, aisle fins, a free-standing display unit, and an aisle arch. This is a win for the consumer as the new version is brought to their attention; the supermarket, because they get an increase in sales of a new product; and the brand, as they have a commercially successful launch of the product with this customer.
How do they do it?
Because the supermarket promotion is specific to one retailer and location, the sales rep would have to go to the brand manager and ask for them to help them create all of the pieces of this campaign. The brand manager would then have to source a designer to create the assets, and work with the supermarket to get specifications.
But this sales rep has access to a platform that enables them to get all of these materials ordered, right there in the meeting with the supermarket manager. They quickly navigate to an aisle takeover kit, choose the relevant pieces, add the supermarket logo, resize them to the exact specifications for that location, and send it out to print. It only takes a few minutes and makes working together on promotions easy for everyone involved.
Distributed marketing/sales team support
A bank, investment advice brand, or insurance agency example is a good way to illustrate this type of promotion.
Take the investment advice brand – they have at least one branch in most cities, on Main Street. In each branch are either individual investment advisers or teams of investment advisers. The investment advisers work hard to build a brand of their own – building a bank of happy customers who come to them specifically for advice – under the umbrella of the trusted major brand. Each of these advisers wants to create marketing material that has the consumer brand recognition of the company but also promotes them individually. The material can include items as simple as business cards all the way to complex, multi-page, proposals, and brochures.
Due to the nature of regulation in this industry, the advisers need to be careful that what they create does not breach any legal compliance rules. They also want to ensure that what they produce is recognizable as part of the brand that they work for, to leverage the goodwill that the brand has already generated.
How do they do it?
The amount of work and collaboration involved in getting the right information about individual financial advisers and what material they need, while making sure that the content is delivered quickly enough, can be a big job, especially when dealing with many financial advisers.
However, this investment brand gives their financial advisers access to an on-demand portal that gives them access to all of the marketing materials and allows them to edit only the parts that are relevant to them. They can insert their own headshots, add whatever contact information they want, and even personalize for individual customers. All 24-hours a day and self-service.
Brands that are succesful with this are finding creative ways to handle the demand that enabling the field to locally adapt content creates are the ones that are winning.
The old ways of having a bunch of mac operators in the basement churning out content on demand can’t keep up, so they are turning to technology. A platform that gives the field 24/7 self-service access to adaptable content with an intuitive interface that requires no training, and that allows the field to customize where they need to, while still protecting the brand, is the most effective method.
Brandgility – Content adaptation, solved.
Solving this problem is why Brandgility was created – it allows existing content to be turned it into templates that your field teams can adapt live and instantly when they need it. It guides them seamlessly through the choices that they can make while providing instant, visual feedback.
It’s a self-service platform, so they don’t need to queue for a team of designers or wait for an off-shore team to be back online. They don’t need to become specialists at briefing an agency – they can see the results of their edits live. To make sure that the work is high-quality, it has intelligent rules baked-in so that the output automatically meets brand standards and compliance rules will ensure that they can produce content that is safe to use.
And with an online tool that allows the field to do the work themselves, the ROI on each campaign will grow with every use.
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