SaepioLearning

Series

DMMMAM

Distributed Marketing Management

How

WORKS

Not just for the big guys

for Companiesof All Sizes

Marketing Asset Management

and

DMMMAM

Distributed Marketing Management

How

WORKS

Not just for the big guys

for Companiesof All Sizes

Marketing Asset Management

and

Introduction

An all too common misperception is that marketing asset management (MAM) and dis-tributed marketing management (DMM) platform technology is only for the “big guys,” the large companies with huge budgets. That’s just not the case.

Understandably, solution providers (Saepio included) often emphasize their power brand clients in webinars, case studies and sales presentations. But if your company doesn’t fit the “big guys” definition, don’t overlook the benefits DMM can deliver for you. In fact, if Small and Medium Business (SMB) describes you, you may derive more value from a DMM solu-tion than the big guys do.

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

Large or Small, Same ChallengesAs an SMB company, your challenges aren’t all that different from the large corporation. Like them, you have a brand identity that you are dependent on local marketers to represent properly in a local context. Like them, you are looking to move content more quickly to market and to enable local marketers to participate in content creation, but within boundar-ies, something Saepio likes to call “Freedom within a Framework.” Like them, you’re looking for ways to lower content creation and delivery costs.

The only major differences are the size and scale of the network you support and the num-ber of national ad campaigns that you must coordinate local messages with.

Take, for example, three Saepio client comparisons.

In the food/restaurant space, Saepio software supports solutions for both McDonalds and Great Harvest Bread Company. While the two are very different in the number of locations, they derive similar value from distributed marketing management technology. As the “big dog,” McDonalds obviously has more locations and more general brand ad spend. But local messages still need to be brand compliant. With less advertising “air cover,” Great Harvest needs more of the marketing to happen at the local level, but still needs local messages to be brand compliant.

The story is the same in retail. Two hardware chains, True Value and ProBuild, both use Saepio software to power their local marketing platforms. Both look for efficient content creation, the ability for local store managers to influence content selection and the ability to quickly bring marketing messages to the local trade area. They just do it on a different scale in terms of markets.

Finally, a quick comparison in healthcare. Several of the nation’s largest for-profit health systems including HCA use Saepio solutions to localize content for their hospitals, physician practices, specialty clinics and other health care services. By sharing content and making localization easy across all of their markets, huge cost savings are realized. But the same story is true for the single city hospital systems that use Saepio too. In fact, as we’ll explore later, they often find a broader use for the platform.

To learn more about how HCA uses Saepio’s solution to localize con-tent, read “Frost & Sul-livan: The Road to Brand Effectiveness.

http://info.saepio.com/frost-brand-effectiveness

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

http://info.saepio.com/mam-digital-display-banner-ads

Local Markets Are All the Same SizeWhile parent corporations vary in size, local market trade areas rarely do. As an example, a quick serve restaurant connected to a large corporate brand most often has a nearly identi-cal trade radius as does a QSR connected to a smaller brand chain. Thus, the local market-

ing strategies are largely similar. If anything, the smaller brand needs more local marketing resources to counter the national ad buying power of the larger brand. Typically, the market-ing resource center solutions for the large and SMB corporations look very similar.

How Many Locations Does it Take to Return on the Marketing Investment?A common, natural question is “how big does my location footprint need to be?” The right answer is “there isn’t one.” Saepio historically has used a 50+ locations number, but several clients with much smaller footprints are driving strong ROI.

The fit for and potential ROMI from a DMM platform in your organization depends largely on what local marketing support you provide and how you provide it. A Saepio worksheet and a Saepio paper can help you explore these areas. First, complete the worksheet on the next page to determine what type of marketing activities you currently provide that could be moved to a DMM platform and what activities you aren’t providing but could if you had a system.

To bring this concept to life, read more about how national brands localize digital ad creation and placement using Saepio solutions.

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

COMPLETE THE WORKSHEET BELOW

WOR

KSHE

ET

Bag Stu�ers ......................................................... ....Billboards ............................................................. ....Brand Guidelines ............................................... ....Business Cards and Letterhead .................... ....Business Forms .................................................. ....Case Studies ........................................................ ....Counter Toppers /Table tents ....................... ....Coupon ................................................................. ....Customer Events ............................................... ....Digital Signage (�ash or Jpeg) ..................... ....Direct Mailers ..................................................... ....Display ads (Flash Jpeg Animated GIF) .... ....Door Hangers...................................................... ....eBrochures........................................................... ....Email ...................................................................... ....Employee Handbook ....................................... ....Facebook Posting.............................................. ....Flash Video........................................................... ....Hard Goods.......................................................... ....Images / Logos ................................................... ....Landing Pages .................................................... ....Linked In .............................................................. ....Newsletter ........................................................... ....Postcards .............................................................. ....Press Releases .................................................... ....Print Ads ............................................................... ....Product /Service Fliers..................................... ....Promotional Banners ....................................... ....Proposals ............................................................. ....Radio and TV ads ............................................... ....Shelf Talkers / Hang Tags ................................ ....Store Signage ..................................................... ....Text Messages - SMS ........................................ ....Twitter Tweets .................................................... ....White Papers ....................................................... ....Other...................................................................... ....Other...................................................................... ....Other...................................................................... ....

Corporate Marketer

Local Marketer

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

Next, conduct a review of your potential savings from a DMM platform. To do this, down-load the Saepio guidebook, “Assessing Your Cost Savings Opportunities”

Finally, keep in mind that solution costs scale based on the number of users, assets and data transfer expected for the solution. As an SMB company, your assets may be similar to a large company’s solution but your users and data transfer utilization will be significantly lower.

And, keep in mind the harder to quantify benefits… If you are a franchise that is plan-ning explosive near term growth, implement-ing and establishing a DMM or MAM platform and practice is easier to accomplish before the growth and easier to maintain if it’s already in place before the growth occurs. And, it doesn’t hurt to be able to tell prospective franchisee’s that you have the solution in place for them once they start!

Broader Use for SMB OrganizationsWhile it may seem counter intuitive, SMB organizations can actually experience a much broader range of benefits from a DMM platform.

Large corporations are saddled with siloed marketing teams and processes and a myriad of legacy technologies. Here are just three examples:

• In a large corporation the email marketing and social marketing teams may be in differ-ent parts of the world, let alone not knowing one another. Coordinating is difficult. SMB teams are often in the same building and/or highly engaged with one another.

• In a large organization, a number of legacy agencies create content for social, or email, or direct. Each has an agenda and the corporate marketing team has to translate that into a coordinated process for local application.

• Large corporations typically have large technology footprints with large processes. While not inherently bad, getting local access to systems and assets can sometimes be challenging.

http://info.saepio.com/white-paper---ROMI-assess-ing-cost-savings-opportu-nities

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

http://info.saepio.com/maximizing-the-value-of-digital-asset-man-agement-for-your-marketing-team

In contrast, an SMB may find a distributed marketing platform useful well beyond the sup-port of the local marketers. Possible use cases, for example, are:

1. Using the platform as the organi-zations marketing Digital Asset Manager (DAM). To learn more about using the platform as a DAM read, “Maximizing the Value of Digital Asset Mangement for Your Marketing Team.”

2. Running corporate led multi-chan-nel campaigns from the platform. This can eliminate the need for separate providers for email, landing pages, social posts, direct mail, prod-uct sheets/fliers, print ads, signage (digital and traditional), digital display advertising and mobile marketing. To learn more about running corporate led multi-channel campaigns from the platform read, “Turn-Key, Multi-Channel Campaigns for Local Market-ers.

3. Managing the corporate mar-keting budget. Built in budget management, while applied to local marketers, can be used at the corporate level too. To learn about managing budget for corporate and local marketing read, “Saepio Market-Port Key Features Overview: Budget Management for Corporate and Local Marketing.”

4. Automating marketing fulfillment. The same channels used to auto-mate marketing campaign execution for local marketers can automate campaign execution for corporate marketing too and lead to the same impressive level of cost and time sav-ings. To learn more about automated marketing fulfillment read, “Automat-ing Marketing Localization.”

http://info.saepio.com/turn-key-multi-channel-campaigns

http://info.saepio.com/mam-budget-manager-for-cor-porate-and-local-marketing

http://info.saepio.com/automating-marketing-local-ization

How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

Next StepsDMM and MAM technology is clearly not just for the big guys. To learn more about how a DMM/MAM solution from Saepio could benefit your organization, visit www.saepio.com, or call Saepio at 877-468-7613.

Or, to set up time to speak to an account executive and learn more about Saepio solutions, request a demo at http://info.saepio.com/demo-request, or by clicking the button.

http://info.saepio.com/demo-request

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How Distributed Marketing Management and Marketing Asset Management Works for Companies of All Sizes Not just for the big guys

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About Saepio

Saepio makes it easy for corporate and local marketers to build and run effective and en-gaging all-channel marketing campaigns. Saepio’s powerful MarketPort marketing platform starts with easy …

• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much more – are all managed in a single, integrated digital marketing platform.

• Easy to Maximize Brand Value at the Local Level because local and corporate mar-keters share a single platform but experience the same platform differently based on their roles. Brand control, speed to market, and content localization is all easily accom-plished whether messages are for local, national or global audiences and corporate marketers can easily assign campaign tasks to local marketers.

• Easy to Engage Customers with personalized, relevant messages because corporate intelligence gleaned from CRM data, customer analytics, consumer actions and more can determine what content is served when, where and how.

• Easy to Automate Marketing Fulfillment because robust workflow enables every cross channel customer touch point to happen automatically whether launched by corporate marketing, initiated by a local marketer or triggered by a customer’s action.

This robust yet simplified approach to today’s complex marketing challenges is in use at hundreds of leading companies and organizations, including many of the world’s most powerful brands. It is transforming the way corporations focus and manage their marketing efforts in a world that introduces new channels, new competitors, new regulations and new opportunities at every turn.

Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.

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