Marketing On Demand - Tom Sicola - 2009 Marketing Innovation & Discovery
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Tom Sicola, of Sicola Marketing Services, At the Marketing Innovation Discovery Summit 2009. Blogging event at thedirectmarketingvoice.com, twitter: @quantumdigital
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Marketing On Demand - Tom Sicola - 2009 Marketing Innovation & Discovery
- 1. McLane Marketing On Demand Tom Sicola, Sicola Marketing Services
- 2. McLane Background • $30 Billion Supply Chain Services Company • Supply Chain Solutions—60,000 retail locations • More than 40,000 products – Convenience stores – Mass merchants – Warehouse clubs – Military – Drug stores – Chain-based restaurants • Every US zip code, Brazil and exports to 34 countries • 15,000 teammates • Wholly owned unit of Berkshire-Hathaway
- 3. Business Challenge • More than 40 locations, highly decentralized and multiple subsidiaries • No repository for brand elements – No brand guidelines – No photo library – No presentation standards or templates • Multiple printing companies per market – Business Systems, Sales Collateral, Other – 100s of 1000s of $ in door stops!
- 4. Solution • Creation of McLane Marketing Advantage (M2 A)
- 5. Solution
- 6. Solution • Creation of McLane Marketing Advantage (M2 A) • Marketing On Demand Portal – Marketing Assets – Print On Demand – Future Applications (e-marketing) • Integration – My McLane Portal – SAP – Other Printers
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- 24. Impact • Key Benefits – Development • Cost Effective • Timely • Thorough • Professional, friendly
- 25. Impact • Key Benefits – Cost Savings • Print on Demand (no waste) • Multiple revisions & personalization (w/o penalty) • Competitive prices at small quantities – Cost Control • Designated users • Budget versus spending insight
- 26. Impact • Key Benefits – Efficiency • No bids • Shipping pre-arranged • No warehousing, no door stops, no kidding – Productivity • Reduction in Agency management time • Reduction in client time
- 27. Impact • Key Benefits – Quality • QuantumDigital Taste Test – Flexibility • Future applications • New offerings – Manufacturers – Customers