No Brick-and-Mortar Location? No Problem: Multichannel Marketing for Nonphysical Brands
We talk a lot about multichannel marketing strategies for brick-and-mortar brands, from retail franchises to healthcare clinics to banks. But, as any non-physical business owner knows, a comprehensive marketing strategy is critical even when there’s no retail location involved. And without a traditional office, non-brick-and-mortar stores need to rely on easy access to all the tools they need to run their business successfully.
The digital aspects commonly include: landing pages, digital marketing, and social media advertisements familiarizing potential customers with your brand, re-energizing previous customers, and enticing buyers with special offers or new products and services.
But what about print marketing opportunities? Just because there are no aisles to adorn or displays to deck out, that doesn’t mean print marketing is off the table for non-brick-and-mortar brands. Far from it. From mailers like postcards to yard signs to sample kits and beautiful product packaging to vehicle wraps and other signage, print marketing plays as big a role as digital for non-brick-and-mortar brands.
Fortunately, OneTouchPoint is obsessed with creating powerful multichannel marketing strategies whether our clients have physical locations or not. But since we spend so much time talking about brick-and-mortars, let’s take a look at how we can specifically help brands that don’t have physical locations.
Even if your brand doesn’t have physical stores, it’s likely there are multiple cooks in the marketing kitchen. Perhaps, for example, you’re a franchise in an area like home repair or home healthcare, with franchisees working from home offices (and from their vehicles) across the country. Every brand representative will need access to the latest approved brand and content, as well as easy to use, marketing campaigns, in order to connect with their own customer bases in a way that both maintains brand integrity and speaks to those local audiences’ unique needs.
Empowering those reps with customizable marketing resources is easy with a centralized content hub like OneTouchPoint’s U.Connect platform. Making the latest, corporate-approved collateral accessible twenty-four-seven on a centralized platform—instead of sending files via emails that are liable to get deleted or buried, or dropping them into Google Drive folders that users may or may not keep sync’d up and organized—means local reps have everything they need at their fingertips and national leaders don’t have to worry about outdated collateral or inaccurate messaging circulating among potential customers.
An added advantage of a content hub like U.Connect is support for modular content, which enables franchisees or other (approved) brand representatives to easily update collateral with information specific to their own audiences—contact information, landing page URLs, or QR codes leading buyers to local order forms, for example. This way, every marketer can take advantage of the power of personalized local marketing without running the risk of interfering with corporate-approved design and messaging.
The best part? The system is built to support franchisee owners with little to no marketing experience. Easily find then download or order the marketing content and assets that support their business and leverage the pre-built marketing campaigns.
Whether your brand has reps scattered across the country or is concentrated in one area, digital marketing can get complicated without the right systems in place. The goal, of course, is to ensure customers are seeing consistent, quality messaging that piques their interest in the brand, compels them to buy, and keeps them coming back for more. But doing that effectively means spinning a lot of plates:
- Paid Search
- Display Advertising & Retargeting
- Email Marketing
- Microsites & Landing Pages
- Social Media Content
- Reputation & Social Media Management
- Data Analytics & Tracking
All of these components ensure that, wherever they are online, your audience is able to engage with you in a way that is consistent, authentic, and supportive of your brand and its reputation. And yet, managing every moving piece adds up to multiple full-time jobs.
Fortunately, OneTouchPoint has added support for all of these digital marketing activities to our suite of end-to-end marketing management services. This means your marketing teams and brand reps have all the support they need to create and implement robust digital marketing campaigns—and track and analyze their success. (Learn more in our digital marketing services data sheet.)
Finally, as we noted, print marketing is a critical piece of the puzzle even for brands that don’t have brick-and-mortar outposts. From every-door-direct-mail (EDDM) flyers advertising upcoming holiday discounts to branded swag to vehicle wraps and window clings that turn every rep’s car into a billboard, OneTouchPoint’s digital, on-demand, and grand format print capabilities empower nonphysical brands to create a powerful physical presence.
Whether you need to produce and distribute brand kits for ten new reps, postcards for 25,000 potential buyers, or swag bags for 200 holiday party attendees, our full-scale commercial printing facilities, matched with our national partner network and mailing capabilities, enable us to produce and distribute world-class print marketing material—in no shortage of volumes, shapes, sizes, or formats—for our clients.
Even better, our U.Connect platform enables brand representatives to order the collateral they need from that very same centralized hub, tracking production and distribution for every order, so both reps and leaders can rest assured the quality of production (and accuracy of delivery) will live up to brand’s highest standards.
Bring Your Multichannel Marketing Strategy to Life
No matter where a business is (or isn’t) located, a comprehensive multichannel marketing strategy is critical to attracting and retaining customers. OneTouchPoint understands exactly how important this is for businesses of every shape and structure, and we’re committed to helping our clients develop and implement the powerful print and digital marketing campaigns that help them reach their goals for growth.
Learn more about OneTouchPoint’s end-to-end marketing management services here; then, when you’re ready, we invite you to contact us to talk with our experts about how OneTouchPoint can deliver phenomenal results at a great price.