In a distributed marketing business model, your marketing messages are conceived at a corporate level and brought to life by the field sales and distribution channels. Most often templates are created by corporate and franchises or local distributors fill in the blanks according to which approved marketing message align with their region.
What can happen; however, is inconsistent marketing. Even when local distributors follow the template guidelines, they are still responsible for the content of marketing collateral. Different distributors might mean different opinions about what content should be included or how it should be conveyed.
Sooner or later, you could have a large scale problem on your hands, with conflicting messages and inconsistencies. Marketing asset management is one way to prevent this from happening.
With a marketing asset management program in place, all of your marketing pieces will be available and up to date. If a new campaign is set to launch and the associated marketing materials have been approved, inputting them into the marketing asset management system allows each distribution channel to view and manage their demand for assets in a timely and easily executed manner.
This management system will allow distributors, should they receive the authorized permissions, to order collateral when necessary. This prevents instances when collateral has run out and the promotion of the marketing campaign is put on hold in a specific location.
Think about this: let’s say you’re changing some of your messaging mid-campaign. How long would it take your company to convey these changes from corporate all the way down to the lowest channel level? How long would it be before the changes were actually made and the new messages reached the consumers?
With a marketing asset management system in place, changes can be easily made to pre-existing templates. Whether it be a design layout change, logo alteration, or change in messaging all of this can be controlled through the system per asset, creating a shorter span of time between when the changes were instituted and when consumers see the new marketing materials.
A marketing asset management system ensures corporate’s marketing decisions and approvals are conveyed quickly and efficiently to all distribution channels and prevents misbranding or inconsistent marketing messages.