How to Champion Your Local Marketing Technology Initiative- Part 1

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How to Champion Your Local Marketing Technology Initiative- Part 1

  1. 1. Saepio Learning Series How to Champion Your Local MarketingTechnology Initiative (and most importantly, how to get it done) PART 1 of 4
  2. 2. How to Champion Your Local MarketingTechnology Initiative (and most importantly, how to get it done) PART 1 of 4 Introduction Four Key Steps to Launching a Marketing Technology Initiative Within Your Organization If you are reading this, you have already taken the hardest step toward implementing a new or upgraded marketing platform for your corporate marketing team and your local market- ers. Congratulations, your journey is off and running. This guidebook is about helping you organize and structure your journey, and avoid the pitfalls that can derail you. Drawing on best practices and the experiences of others, it pro- vides a task-by-task outline for how to get your project adopted and implemented. First, though, be forewarned. This guidebook won’t impress consultants. It will be deemed an oversimplification by some internally. We’re fine with that if you are. The purpose of the guidebook isn’t to impress anyone with the grandeur of a process. Rather, it’s about simpli- fying everything so that the project can actually get done. The guidebook is organized into four steps with three tasks for each step. Each task has a worksheet associated with it. Additionally, each task and step builds on the previous ones and all drive toward getting your marketing initiative launched so it is helpful to follow the order of the outline. Your Saepio account executive will coach you through these steps, tasks and worksheets.
  3. 3. This paper will focus on Step 1 of 4, providing instructions and worksheets to help you through solidifying your case for your DMM project. Steps 2 – 4 are available upon discus- sions with a Saepio Account Executive that will coach you through the process and provide the necessary information you are seeking to educate and recruit your team, to help drive to a decision, and to select a provider. The Four Step Roadmap to SuccessPart 1 of 4 Step 1: Solidifying the case for your DMM projectThis paper will Task 1: Verify the organizational fit for distributedprovide Step 1. marketing managementComplete Step 1then connect with Task 2: Complete top-level ROI examplesthe Sales team tomove forward Task 3: Create a timeline and case memorandum for your visionPart 2 of 4 Step 2: Educate and recruit your teamConnect with the Task 1: Identify the key stakeholders (roles and individuals)Sales team to moveforward with Step 2. Task 2: Create before / after stories Task 3: Educate and recruit your teamPart 3 of 4 Step 3: Driving to a decisionCompleting Step 2 Task 1: Refine the vision/plan with your team and createwith the Sales teamwill prepare you for a resource plan and project timelinethe requirements ofStep 3. Task 2: Project the ROI and additional benefits/opportunities and assess the risk of not moving forward Task 3: Secure an executive sponsor and budgetPart 4 of 4 Step 4: Selecting a ProviderCompleting Step 3 Task 1: Select a short list of potential solution providerswith the Sales teamwill prepare you for Task 2: Secure proposalsthe requirements ofStep 4. Task 3: Select a provider and execute the contract How to Champion Your Local Marketing Technology Initiative
  4. 4. Solidifying the Case for Your DMM Project To navigate a distributed marketing management platform project through your organiza- tion you are going to need to be able to address the following four questions: 1. Is there a need/fit for the proposed solution? 2. Can you authorize or get authorization for the proposed solution? 3. Is budget available for the solution? 4. What should drive the timeline for implementing the solution?COMPLETE THEWORKSHEETS ON The three tasks that follow are designed to help you succinctly answer the firstTHE FOLLOWING of these questions which in turn will help you build the case for your project,PAGES get the answers you want to the remaining questions and navigate the project WORKSHEET through your organization to completion. How to Champion Your Local Marketing Technology Initiative
  5. 5. Verify the Organizational Fit for Distributed Marketing Management In this Task, we’ll verify that your organization is a fit for a distributed marketing manage- ment platform. You will use this information as you develop a case document for a platform. There are two parts to this Task. The first is a quick audit of the types of activities your corporate and local marketers are engaged in. The second looks at how you are currently creating and using content that could be included in a distributed marketing management platform.COMPLETE THEWORKSHEET Part 1: Complete the Match Matrix to Determine the Extent of FitBELOW Trace your Y/N arrow pathway as you answer the five questions about your organization and WORKSHEET your local marketers. The answers you provide will serve as input for your ROI worksheet and Case Paper. Verify the Organizational Fit Question 1: Question 2: Question 3: Question 4: Question 5: Indication of organizational Fit. Do you support 50 or Is it important that Do your local Do you or your local Do you or your local more local marketers? you have a strong marketers advertise marketers use ad marketers use brand identity in the your brand and, if so, agencies or design multiple channels for local marketplace? do they participate in resources to create marketing campaigns? Perfect Match! the ad content local versions of your There is a clear opportunity for a DMM solution creation for or about branded marketing Y at your organization. your brand? materials? Y N Strong Fit! There is a clear path to ROI for a DMM solution Y Y at your organization. N Y Y N N Good Candidate! Many things look right for a DMM solution Y Y Y at your organization. N N Y Y N N N Benefits Potentially Solid! While you only have two Yes Answers, those two alone Y Y can help make a solid case for a DMM solution. N N Y Complete this worksheet by filling in five boxes answering N N Possible Match! the question in each column. Even with just one yes on the chart, you may that Y niche need a match. N N It’s a Big Stretch! Unless you have a different use for the platform, this doesn’t feel like a match. How to Champion Your Local Marketing Technology Initiative
  6. 6. Part 2: Complete Marketing Use AssessmentCOMPLETE THE Next, complete an assessment of what marketing communication materials and/or ac-WORKSHEET tivities are currently occurring within your organization along with those that should beBELOW happening but are currently too complicated to implement. Provide a check mark for each WORKSHEET marketing resource you and your local marketers currently use. Put an X in the box for items you would use if a simpler process was available. Corporate Local Marketer Marketer Bag Stuffers ......................................................... .... Billboards ............................................................. .... Brand Guidelines ............................................... .... Business Cards and Letterhead .................... .... Business Forms .................................................. .... Case Studies ........................................................ .... Counter Toppers /Table tents ....................... .... Coupon ................................................................. .... Customer Events ............................................... .... Digital Signage (flash 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 ............................................... .... Shelt Talkers / Hang Tags ................................ .... If you have Store Signage ..................................................... .... Thank you for completing additional Text Messages - SMS ........................................ .... this work sheet. materials Twitter Tweets .................................................... .... please add White Papers ....................................................... .... We will use this information in a later them in the Other...................................................................... .... section of this document when we create “Other” lines Other...................................................................... .... the business case memorandum for your as needed. Other...................................................................... .... management team. How to Champion Your Local Marketing Technology Initiative
  7. 7. Complete a Top-Level ROI CaseCOMPLETE THE In Task 2, we’ll help you map your answers from the previous exercise to create one simpleWORKSHEETBELOW ROI example. Again, the purpose of this Task is to help you build a case for creating a team and project. If you already have a project team in place, you can skip this Task. WORKSHEET As we’ll explore later, the ROI for a distributed marketing platform is derived of hard and soft costs. Here, we’ll simply look at the savings a distributed marketing platform can provide through dynamic ad localization. To complete the worksheet, you’ll need to gather a few data points. For some, you may choose to just make a reasonable estimate. Again, at this stage we’re not trying to be exact, we just want to provide a glimpse into why your project is important. Ad Localization Savings Worksheet TRADITIONAL Time to create and project manage a new ad/layout............................................................................ _________ (a) Time to create and project coordinate a new version of the original layout................................ _________ (b) Fully loaded cost for graphic designer (hourly rate x 1.4 for benefits) or hourly cost of ad agency providing this service...................................................................... $________ (c) = Cost to create a new ad/layout: (a*c)............................................................................................ $________ (d) = Cost to create an updated version of an existing layout: (b*c)............................................ $________ (e) DMM Time to create a distributed marketing template (estimated at layout time x 2.5).................... _________ (f ) Time required by the local marketer to version a template (typically less than .25 hours): .... _________ (g) Hourly cost of a local marketer (recommended estimate is $50)...................................................... $________ (h) = Cost to create a new ad/layout using DMM: (f*c) .................................................................... $________ (i) = Cost to create a unique ad version using DMM: (g*h) ........................................................... $________ (j) SAVINGS = Savings per unique ad version: (j-e) ............................................................................................. $________ (k) = Difference in creation cost per ad/layout: (i-d) ......................................................................... $________ (l) Estimated number of versions needed for a single layout across the distributed network (how many local markets)................................................................................................... _________ (m) = Total savings per ad versioned: [(m*k) – l] .................................................................................. $________ (n) Enter a number … 5, 10 or 20 ads… just to show the impact at a small number....................... _________ (o) = Total savings from just _______ads: (n*o) ................................................................................. $________ How to Champion Your Local Marketing Technology Initiative
  8. 8. Create a Timeline and a Case Memorandum For Your Vision Create a Timeline Every project needs deadlines. So as you make your case, be sure to include these. To set yours, look for a natural annual date or event at which to introduce your new resource to your local marketing network and then work backwards. Perhaps this is an annual meeting, annual campaign season or some industry conference your local marketers attend. From the selected date, allow 60 days for test-driving your solution. Allow 90 to 120 days from point of contract signing to having your solution up and running. How fast this happens depends on how much content must be in your solution, how much focus you can give to the project, and how much you plan to do yourself versus working with Saepio to help you launch it.COMPLETE THIS My Target Dates WorksheetDEADLINEWORKSHEET Target Event/Launch Date: .................................. ___________ (a) WORKSHEET Test Drive Start Date ( - 60 days): ....................... ___________ (b) Implementation Start Date ( - 90 days): .......... ___________ (c) Target Contract Date ( - 14 days): ..................... ___________ (d) Target Provider Selection Date ( - 14 days): .. ___________ (e) Project Team Start Date ( - 45 days): ................. ___________ (f ) Create a Sample Case Memorandum For Your Vision In this step, you’ll use the results of the previous worksheets to create a case memoran- dum for your project. Again, the purpose of this document is to help you make the case to recruit a project team. You can view the document on the following page as a sample case statement or you can copy and paste it for your own use. Simply add the correct information from your work- sheets to the document on the next page and make any additional edits you feel are relevant. How to Champion Your Local Marketing Technology Initiative
  9. 9. COMPLETE THISMEMORANDUMWORKSHEET SAMPLE CASE MEMORANDUM WORKSHEET Month 00, 201X Subject: More Efficient Management of Distributed/Local Marketing Activities, Brand Compliance and Costs Summary: As part of our ongoing effort to effectively engage our local marketers in our brand marketing efforts, I have conducted a preliminary review of distributed marketing management platform solutions. These solutions help coordinate corporate and local marketing activities, enforce brand compliance and can dramatically reduce content creation and project management time costs. Here’s what I’ve observed: 1. We are viewed as a << insert results from Y/N exercise here>> fit for a distributed marketing management solution. This is based on our << delete the items you an- swered N to>> number of local marketers, the importance of proper brand represen- tation in the local market, the local marketers involvement in creating local market- ing messages, our use and our local marketers’ use of external creative services and the need for multi-channel marketing at the local level. 2. There are <<insert number of Checked items from the second worksheet>> mar- keting communications activities such as print ads, emails, point-of-sale signs that we currently supply to our local marketers that could potentially be more efficiently delivered to local marketers through such a solution. Additionally, there are <<insert number of X’d items from the second worksheet>> resources we could be make available to our local marketers through such a solution that we aren’t today. 3. In a simple ROI exercise, I looked at the savings we could gain if we just had <<in- sert number of ads from line (o) of the ROI worksheet>> ads on the platform, we would experience <<insert number from line (p) of the ROI worksheet>> in annual savings. We’ll obviously want to conduct a thorough ROI analysis but that number certainly suggests that we should explore further. << Prospective Team Member Name>>, I’d like for you to be part of a project team to help me explore this opportunity further, and if validated, move this project forward. I’ve set a target date of << insert date from line (e) from the Target Date Worksheet>> to complete assessment of a fit and, if appropriate, secure budget for the project. This would lead to << insert date from line (c) from the Target Date Worksheet>> as a target date to begin implementation. I look forward to your reply. How to Champion Your Local Marketing Technology Initiative
  10. 10. How to Receive Steps 2, 3 and 4To receive steps 2 – 4 of “How to Champion Your Local MarketingTechnology Initiative,” contact an account executive todayby emailing sales@saepio.com or by calling 877.768.4613. How to Champion Your Local Marketing Technology Initiative
  11. 11. About SaepioSaepio 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 platformstarts 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 athundreds of leading companies and organizations, including many of the world’s mostpowerful brands. It is transforming the way corporations focus and manage their marketingefforts in a world that introduces new channels, new competitors, new regulations and newopportunities at every turn.Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more. For More InformationShare This Document with your Network Contact Us Saepio Technologies 600 Broadway Suite 400 Kansas City, MO 64105Follow Us: Email info@saepio.com Call Toll Free 877-468-7613 to learn more How to Champion Your Local Marketing Technology Initiative

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