This is the final post in my Local Marketing series. I’d like to wrap things up with a few words on Execution.
In practice, I have found that many retailers and QSRs have struggled with their Local Marketing efforts because they lack the technology and workflow approach that brings together all the components needed for a successful program. These components include:
• A technology platform that is accessible to local managers and franchisees
• A process that allows field personnel to quickly and easily order store-specific marketing elements
• Marketing elements that are designed in a modular fashion and can be customized
• A print production and fulfillment provider that has a cost-effective, efficient workflow
• A funding model that takes the burden off field personnel
• Users that are educated on how and when to use local marketing tools
If any of these execution components are missing, the program’s effectiveness will be impacted. I have watched a number of well-intentioned retailers and QSRs spend a lot of time and money putting some, but not all, of the pieces in place only to find that their efforts have yielded few results. If the program is not adopted by store managers, franchisees or field marketers because the delivery system is difficult to use or doesn’t address their needs, it’s a failure of the program execution rather than a failure of Local Marketing.
Remember, an effective implementation requires planning, the right tools and an ongoing commitment to a marketing process.
Local Marketing is such an exciting topic, and I encourage you to continue the conversation. Send me your questions or comments to blog@synqsolutions.com, and I’ll post them.
Good luck with your next Local Marketing campaign!
