A year has passed since publishing my first post on the subject of Local Marketing, and I thought it might be interesting to shift the discussion towards the execution of National Marketing Campaigns. National Campaigns are familiar activities for most QSRs and retailers; these promotional activities typically involve a series of marketing tactics including media (TV, radio, and print), direct to consumer marketing, and on-premise point-of-purchase (POP) signage.

Every marketing organization is challenged with coordinating all of these elements into a well-orchestrated campaign that fits each retail location, works for every market, and is executed simultaneously. It is because of these challenges that opportunities exist for improvement; I don’t think this is a big surprise to anyone. However, identifying and implementing improvements has been difficult for most companies.

Some of these issues and the dynamics of POP program execution were covered in the blog titled “Synergy of Services.” I am planning to delve into the details of National Marketing campaign execution in my next few blog posts to show you both the obstacles, as well as the benefits, of making significant changes to your approach towards campaign execution. In the mean time, if you have a particular challenge that you would like me to tackle, send me a note at blog@synqsolutions.com.