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Localize Offers & Messaging with Every Door Direct Mail

Learn how Every Door Direct Mail campaigns can give your business a leg up with potential customers in your area.

Now more than ever, your marketing strategy is critical and you've likely found yourself having to pivot your plans. It is vital for marketers to select the right marketing mix among the vast array of channels to best engage consumers with the highest ROI. Add in the complexity of messaging during this critical time, it can be easy to overlook a simple, yet very effective marketing channel — direct mail.

Every Door Direct Mail (EDDM) is a quick, cost-effective, proven method to communicate to local markets – from local franchises sharing new pick-up hours to local stores providing coupons to drive online sales – delivered directly to your consumer’s mailboxes.

What Is Every Door Direct Mail?

Every Door Direct Mail (EDDM) is a USPS service that allows businesses to send mail pieces to every house (PO Box and/or Businesses) on selected routes without having to purchase a mailing list or bulk mail permit. While EDDM doesn’t allow hyper-specific tailoring like targeted direct mail does, businesses using this service aren’t flying blind. You can select mail routes based on criteria like residents’ average age, household size and income.

With a lower postage rate than targeted direct mail and no need to pay for lists or permits, EDDM lowers the barrier of entry for direct mail and provides an easy way to communicate with households based on their geographic location.

For independent retail and services businesses, franchises and brands with locations and sales reps across the region or across the country, local marketing is a critical driver of each location’s success. According to BizReport, 85 percent of consumers seek stores and services within a five-mile radius of home, indicating that businesses would be wise to make their presence known within that same radius.

With EDDM Marketers Can:

  • Deliver marketing mailers to every address in a defined geographic area: by neighborhood, by city or by ZIP code
  • Create and launch local or national campaigns
  • Target only residential addresses, PO Boxes and/or business, depending on your target audience(s)

Will EDDM Work for my Business?

As EDDM reaches every address in defined zip codes across the US, businesses are best suited for using this type of direct mail if the products and/or services they offer have mass appeal – the more niche your business is, the less effective EDDM becomes.

Restaurants are a great example of an industry perfectly positioned to capitalize on EDDM. Often, we see them sending menus and coupons to local customers. In the current times that we’re facing with COVID-19, local restaurants can capitalize on the low cost, yet effective model of EDDM, to communicate new polices such as new pick-up only hours, offer coupons to incentivize customers – or simply let them know they are open for business (and located nearby).

On the other hand, a commercial safety equipment manufacturing company would not be a good candidate for EDDM. Since their audience is so well-defined (construction and maintenance supervisors), they need targeted mailing lists to get the most out of their campaigns.

This doesn’t mean your EDDM can only be sent to local addresses; nor does it mean you can’t use demographics to improve your EDDM response rates. An online retail jewelry company, for example, might send EDDM mailers to affluent neighborhoods nationwide.

Should use EDDM

Should NOT use EDDM

  • Your product or service has mass appeal
  • Your product or service only relates to a narrow demographic
  • Everyone wants or needs your product or service
  • You cannot reach your audience within a defined geographic area
  • You can identify neighborhoods in which most residents or businesses are within your target audience

How Do I Get Started?

EDDM mailers should adhere to the same branding and messaging standards as any printed or online marketing piece, and marketers should set goals, success metrics (phone calls, website visits or sales, for example) and some kind of tracking methodology like they would for any other campaign.

Keep in mind that there are some regulations as to the shape and size of mailers that can be sent via EDDM, so it’s important to work with a savvy printer or marketing partner that can ensure your mail pieces meet the USPS requirements.

If the logistics burden seems daunting, don’t panic. Single-source print marketing execution partners like OneTouchPoint, with USPS experts on staff, can work with marketers to be sure EDDM mail pieces are both USPS compliant and high-quality representations of your brand and its offerings.

EDDM at OneTouchPoint

OneTouchPoint’s EDDM® (Every Door Direct Mail) takes traditional EDDM services a step further. We help simplify the process by enabling an end-to-end solution through a single point of contact, streamlining your operations and allowing you to focus on your core business.

With OneTouchPoint's EDDM solution businesses can:

  • Use easy-to-use advanced mapping tool to select mail routes & delivery date(s)
  • Allow business owners to localize approved brand assets, select mail areas, order & pay – and skip the red tape!
  • Leverage a one-stop-shop — we’ll handle the print, payment, processing and delivery
  • Tap into 1:1 support, including best practice guidance

To learn more about how we can help you create a successful EDDM mailing program, download our data sheet and contact us for a free consultation. Our experts will provide insight and ideas to help you get your message in the hands of our consumers as quickly as possible, all at a great price.

How National Brand Leaders Can Oversee Local Marketing Without Spreading Themselves Too Thin

3 ways to streamline local marketing and cut back on micromanaging.

When you’re a national brand leader overseeing marketing efforts from multiple local brand representatives, it can feel as though you’ve got two highly demanding full-time jobs. Not only are you in charge of creating global marketing campaigns and branding strategies, but you’re also in charge of ensuring every local rep produces and implements campaigns that meet the brand standards for design, messaging and production quality.

And in both jobs, the stakes are high: consumers today are fully in the driver’s seat when it comes to selecting product and service providers, and a key part of their selection process is their experience with the brand. They expect to interact with brands they patronize across multiple channels and in multiple formats, and they want those interactions to be consistent. If customers’ branding expectations aren’t met, Salesforce reports, 73 percent say they’ll take their business elsewhere. That’s a tall order on its own. Throw in a few dozen local marketing reps to oversee, and it can begin to feel unmanageable.

Your company’s local marketers know their markets well, and they’re savvy business people — that’s why corporate hired them! But they’ll often have their own perspectives about what constitutes effective marketing, and those may not align with the brand standards you, in the global office, have created. That said, you don’t have several hours a week to guide local marketers through the ins and outs of asset creation, place their orders for them and track their expenses. And you definitely don’t have time to juggle all the local marketing execution needs on your own.

So, how can you, the global marketing leader, oversee local marketing initiatives and protect brand standards without spreading yourself too thin?

Empower Local Marketers to Do It Themselves — Within the Boundaries You’ve Established

The key to protecting brand integrity without having to spend hours micromanaging or, worse, just doing it yourself, is setting up systems that make it easy for local marketers to do it themselves — and do it right. Here are three ways to get started:

1. Centralize the Latest Assets for Easy Access, Personalization and Approval

Sure, you’ve emailed your local reps the PDF of the latest POS signage approximately ten times each, but are they using it? Or are they using last year’s signage with outdated promotions and the old version of the company logo? You can’t see or control what’s on local marketers’ hard drives, so if you’re relying on them to keep their own asset folders up to date, you lose a degree of control, and you end up having to do a whole lot more handholding or clean up more messes when the wrong assets get produced and mailed.

But what if there was a central, cloud-based hub where you could keep all the latest, approved marketing assets (and none of the outdated versions), that local marketers could access easily, twenty-four-seven? They could instantly download assets that don’t require personalization, or they could personalize branded templates according to your established brand guidelines and quickly submit them for approval.

You, as the national leader, no longer have to shepherd the design process or fret about subpar marketing assets, while local reps feel empowered to create effective campaigns on their own, without “corporate breathing down their necks.”

2. Make Production a Breeze by Giving Local Reps On-Demand Access to a Trusted Printing and Fulfillment Partner

Once the design and messaging are squared away, the next piece of marketing execution where it’s easy to lose control is in production. Who are local reps using to print collateral? Are they saving a buck by going to a lower-quality vendor down the street? Are they overpaying somewhere else? Or, are you having to manage all the printing orders for them in order to maintain quality standards and stick to the budget?

The good news is, this is another process that’s fairly simple to streamline. Identify a trusted production and distribution partner that can handle on-demand and bulk printing for all your assets. Ideally, you’ll find a partner who can produce traditional, small-format collateral as well as the special, grand-format items and who has expertise in variable data printing, kitting and mailing. By committing to one partner for both national and local marketing initiatives, you ensure consistent quality across all your print orders. But just because you’re limiting execution to one vendor doesn’t mean you have to handle all the print orders yourself. Give local reps access to the printer, allowing them to order and track their own materials on demand from that same, centralized hub.

Again, local reps are empowered to take control over their marketing initiatives, but you’ve made it easy for them to create quality, cost-effective material by giving them on-demand access to your preferred vendor.

3. Keep Inventory and Expenses Where You Can See Them

Of course, as the global brand leader, you can’t be entirely hands-off. Somebody’s got to keep track of expenses, inventory and KPIs. Empowering local marketers to create and execute their own print campaigns means far less micromanaging for you, but it may also lead to less visibility into how much your leaders are spending, how much stock is on hand and what’s working and what’s not.

Sure, you could rely on each local marketer to report key data on a regular basis, but that means spending time requesting, reminding, following up, gathering data and converting it into a cohesive, insightful report. Instead, what about building in a system that tracks expenses, inventory and other important stats for you, taking the reporting burden off local reps’ shoulders and making it easy get a clear picture of status and progress — by location or overall — at any moment.

As a national marketing leader, your brand is your priority, but the more “cooks in the kitchen,” the harder it can be to stay in control without spreading yourself too thin. At OneTouchPoint, your brand is our priority, too, and we take pride in helping clients streamline local marketing efforts to ensure highly effective print campaigns every time. To learn more about our about our end-to-end print marketing support capabilities, we invite you to contact OneTouchPoint today.

How Do You Build Strong Customer Relationships When Your Customers Are Spread Across the Map?

Learn how national marketing leaders can empower local representatives to build strong customer relationships.

We know that one of the key purposes of marketing is to build trust and relationships with current and potential customers, turning them from one-time shoppers to life-loyal customers and advocates. And we also know that this process can feel like an uphill battle. After all, a recent study by Trinity Mirror found that 69 percent of consumers don’t trust advertising, and 42 percent distrust brands in general, considering them to be “remote, unreachable, abstract and self-serving.”

The onus to provide consistent, authentic, personalized marketing communication across every channel is significant, and research shows that, to build trust and drive results, the personalization aspect is critical. In fact, McKinsey reports that personalization in marketing can reduce acquisition costs by as much as half, lift revenues by up to 15 percent and increase marketing spend efficiency by up to 30 percent. And Accenture has found that 91 percent of consumers are more likely to shop with brands that recognize them, remember their previous interactions and provide relevant offers and recommendations.

So, building those strong customer relationships really hinges on personalization — showing them offers they’ll actually be interested, providing value that’s truly relevant, and indicating that you value every customer as more than just a transaction. But personalized marketing campaigns are challenging enough for businesses with just one location and demographically similar customers. How can brand leaders managing businesses with locations (and marketers) flung across the country build trust with potential customers in every region?

Start by Ensuring a Quality Brand Experience in Every Location

The first step to making sure every prospective customer feels valued is delivering the same high-quality marketing materials from every brand location. As the national marketing leader, you’ve put immeasurable time and hard work into building a brand that customers will find valuable, respectable and trustworthy. If prospects in different regions are receiving materials of varying quality and inconsistent messages, they’re likely to walk away, opting to buy from a brand with more integrity, that values relationships enough to invest in high-quality outreach for every potential customer.

Of course, when marketing materials are being produced by many different brand representatives, it’s not always easy to maintain those standards of quality. Streamline and support local marketing by centralizing collateral creation, production and tracking in one, easy-to-access hub, where local marketers can download and order the latest marketing assets. You can learn more about maintaining brand integrity across multiple locations in our recent blog post, but in short, a centralized system empowers marketers to produce high-quality materials and consistent messaging for every region and across every touchpoint, laying the foundation for strong customer relationships.

Empower Local Marketers to Tailor Campaigns to Their Individual Audiences

But as we’ve mentioned, consistency and quality are just step one. It’s equally important — if not more so — to tailor those materials to their particular audiences. What do local marketers need to be able to personalize?

  • Geography: These are the basics. The New York City brick-and-mortar address won’t be useful for potential customers in Austin, Texas. There may also be verbiage adjustments based on regional linguistic differences or varied product promotions based on regional preferences and trends.
  • Offers: This one’s a biggie. Marketo recently found that 79 percent of consumers are only likely to engage with an offer if it has been personalized to reflect previous experiences they’ve had with the brand. Existing customers are likely to balk at a “nice to meet you” postcard, but they might appreciate a loyalty discount. Someone who made a purchase last week will be turned off by a “we miss you” note, while that may be just the ticket to reengage a dormant customer.
  • Names: Adding a customer or potential customer’s name to a marketing message may seem like a minor detail, but it’s actually incredibly powerful. Adding the recipient’s name to the postcard will catch their eyes and make it stand out in the pile of junk in the mailbox.

So, how can national marketers give local brand reps the leeway to tailor materials without jeopardizing branding? The way we see it, there are two key steps here:

First, provide branded campaign templates local marketers can use to create personalized campaigns, updating geographic information, regional lingo and local promotional details without changing key messaging or design features. After all, local marketers and store leaders know their unique customer bases far better than the national brand leaders. Personalization will be most effective if it’s done by the folks who truly know their customers’ needs, values and preferences.

Second, give local marketers on-demand access to print and fulfillment vendors that can handle variable data printing, personalizing each piece with the recipients’ name and helping ensure the right offers go to the right people. This part of the equation is critical because not every marketing execution vendor can handle personalized mailings accurately, and if the recipient names get scrambled in the mail, or new-customer offers get sent to longtime advocates, all that upfront personalization effort was for nothing.

Relationship-building is a critical goal for brand marketers, and it becomes even more complicated when local marketers are implementing tailored campaigns for a wide range of locations. Here at OneTouchPoint, we pride ourselves on delivering beautifully executed, high quality and perfectly personalized print marketing campaigns to help our clients build strong customer relationships at every phase. When your business is ready to enhance localized marketing strategies, we invite you to contact us to learn more, or request a quote on your next project.

Maintaining Brand Integrity Across Multiple Locations

Learn how national marketing leaders can maintain brand integrity when their business has locations and marketers across the country or the world.

As a national brand leader overseeing marketing and customer-relationship-building efforts for a business with multiple locations — across the region, the country or the world — one of the biggest challenges is ensuring local marketing leaders are able to personalize campaigns to their individual audiences without jeopardizing the integrity of the brand.

Research from Ocean Tomo finds that brand value is worth about 17 percent of business value, meaning that protecting that value is critical to keep customers engaged and loyal. And that’s especially true today, when customers have more choice than ever before, no matter what they want to purchase. For example, Mavenlink’s 2019 State of the Services Economy survey reports that 70 percent of professional services executives saw increased competition in the last 12 months, while 85 percent noted that client expectations are increasing. So, it stands to reason that, to stay ahead in this crowded marketplace, brand leaders have to ensure their marketing initiatives stand out from the crowd, providing real value to clients and potential clients and showcasing the best of the brand at every touchpoint.

But companies with multiple locations have to manage sales reps and marketing leaders who are in charge of promoting their brand locally. With so many cooks in the kitchen, how can national marketing leaders ensure the message and customer experience stay consistent from location to location?

Multi-Location Brand Integrity Boils Down to Brand Control

Every location is an extension of the same brand, but with individual leaders at the helm, it’s common to come up against varying perspectives about local marketing. Unfortunately, these differing opinions don’t always lead to marketing campaigns that meet national standards or buoy the brand’s power.

Sometimes, the struggle for control isn’t about local marketers’ differences in opinions but about national brand leaders’ inability to oversee every detail of every local marketing campaign. After all, there are only so many hours in a day, and it’s not unreasonable for a local marketer to go ahead and print new brochures without approval if he’s in a hurry and knows the national team is busy. That’s fine if the local marketer has access to the latest design and messaging and adheres to personalization guidelines and brand standards. But if he pulls last year’s brochure and prints a thousand copies of last year’s promotions, with an old, low-res logo and mismatched fonts…well, that starts to dilute that brand value and undo the work you’ve put in to build a recognizable, respected and, most importantly, trusted brand for prospects and customers.

When you get down to it, there are five real obstacles to brand control that most national marketing leaders are facing:

  1. Decentralized Asset Management: Do you know which versions of the brand assets local marketers are using? Are they actually using the new materials you sent to everyone, or did those get buried somewhere on their hard drive and never seen again?
  2. Lack of Visibility: When you, the national brand leader, don’t know what each local marketer is accessing, creating and ordering, it’s impossible to ensure their campaigns are meeting brand standards. When something goes wrong, you won’t know until it’s too late to stop it.
  3. Lack of Approval: Connected with visibility is approval — not just seeing but actually reviewing assets local marketers create and personalize, and giving them your stamp of approval before they go out into the world. That’s the only way to be truly confident the brand value is protected.
  4. Disconnected Print and Fulfillment:Creating and approving assets isn’t the only point of control for national marketers. Do you know who your local leaders are using for printing and fulfillment? Are they using approved vendors or trying to save a buck by going with a lower-quality printer (or worse, printing from their own in-office printers). Even if the design standards are perfectly met, a low-quality printed product can have a huge negative impact on brand value.
  5. Lack of Inventory and Expense Tracking: Whether you’re missing opportunities due to inventory shortage or wasting money overprinting, throwing out unused materials and storing excess stock, lack of visibility into inventory and expenses may lead to costly holes and redundancies in local marketing efforts.

So, How Can Local Marketers Take Back Control?

At first glance, overcoming all these challenges may sound like a recipe for overloading national marketers’ plates with tedious micromanagement tasks. But with the right systems in place, that doesn’t have to be the case at all.

The key is putting systems in place to centralize and automate as much local marketing support — and national oversight — as possible. Start by centralizing assets and materials on a single system so nobody has to rely on digging up the latest email attachment. Instead, local marketers can simply log in and grab the most up-to-date collateral at a moment’s notice. Use that same system to rein in rogue collateral design by providing branded campaign templates they can use to create personalized local campaigns (and submit them for easy approval) without stepping outside of brand guidelines.

And, to control fulfillment processes and print quality, allow local leadership to order approved materials on demand, placing orders from trusted vendors and fulfillment partners with just a few clicks in the centralized system. This ensures potential customers in every location see the same, high-quality collateral, while national leaders can have quick visibility into order quantities, budget and inventory.

As national brand leaders know, branding consistency and quality are critical for building and maintaining relationships with new and existing clients. By taking back control of local marketing efforts through streamlined processes and centralized systems, national brand leaders can rest assured their brand value is protected while empowering local marketers to create and implement quality campaigns efficiently and autonomously.

To learn more about how national brand leaders can empower effective local marketing, we invite you to browse our in-depth e-book. And when you’re ready to take action to regain control and protect brand integrity, contact us today to learn how OneTouchPoint can help.

How to Bridge the Local Marketing Gap Between Franchisors and Franchisees

Franchisors need their local marketers to be self-sufficient, but franchisees are looking for more support from HQ.

When it comes to local marketing responsibilities, franchisors and franchisees are feeling a little tension. Franchisors and their national marketing teams are dedicated to protecting the quality and consistency of brand collateral and messaging. But they also really need local marketers — franchisees — to be self-sufficient in creating and producing their own materials. After all, according to the CMO Council, 53 percent of national marketers lack the resources and bandwidth they need to handle local marketing on top of their global responsibilities.

And yet, franchisees aren’t always marketing gurus, themselves, and many of them expect guidance from their brands’ national marketing teams. In fact, LocalVox reports that 64 percent of franchisees are disappointed with the marketing support they receive.

So, neither side is particularly happy. Franchisees need more support, and franchisors need a way to provide that support — and protect the brand — without overextending their already maxed-out to-do lists.

One of the most impactful ways franchisors have been able to achieve this balance is by outsourcing print marketing efforts to a single-source solution vendor that can partner with local and national marketers to streamline campaign creation and ensure consistent branding. When a company finds the right partner for the job, the impact can be enormous.

Three Ways Outsourcing Your Marketing Supply Chain Can Bridge the Gap

In short, outsourcing marketing supply chain management gives franchisees the support they need launch campaigns more efficiently and reach more audiences — without franchisors feeling the need to micromanage or sacrifice other key initiatives to make time for local marketers.

1. Centralized Collateral

The first step in executing any marketing campaign is creating collateral. And, when you’ve got marketing reps all over the country creating their own collateral (even if you’ve given them clear branding guidelines), this is also where you run the biggest risk of diluting your brand with off-key messaging and visuals. And yet, the last thing a franchisor wants is to be fielding requests from franchisees every time someone needs the latest copy of a flyer, updating materials with a single franchise’s contact informationor providing an up-to-date banner for a local event.

But what if there was a centralized, digital location where franchisees could access the latest collateral — all approved by the franchisors — and customize it to their particular audiences’ needs (within brand guidelines) before placing a print order? Outsourcing print marketing efforts to a single-source partner can provide just that, meaning headquarters can rest assured the brand was in good hands and franchisees can have the support they need to feel confident in their own marketing capabilities.

2. Trusted Printing & Distribution Facilities

Franchisors don’t have time to be the guardians of the collateral, nor do they have the time to manage every franchisee’s print orders. But again, leaving franchisees to find and contract with their own printers is liable to lead to questionable collateral quality — a printer may struggle with grand format printing or high volumes or tight deadlines — and lapses in brand consistency.

Your marketing supply chain manager can solve that problem, too, giving franchisees access to a trusted printer and distributor that can bring those HQ-approved designs to life and ensure they get where they need to go, when they need to get there, every single time. As a franchisor, partnering with a trusted vendor to give your franchisees the authority to outsource production and distribution to an approved team of pros is like giving them superpowers. From printing (in any format, from business cards and banners to flyers and floor stickers) to kitting and shipping to franchise locations or mailing directly to customers, your print marketing partnership takes plenty of the logistical burden off local and national marketers’ shoulders.

3. Powerful Business Insights

Another powerful thing the right partner can take off a franchisor’s to-do list is tracking. Traditionally, HQ teams have to track down franchisees’ reports to know which marketing campaigns are effective (or not), how much budget has been used, how much of any piece of collateral is in stock, etc. Reliance on so many moving pieces often leads to inaccuracies and gaps in the data, making it difficult to track marketing progress at any given time.

However, by centralizing order processing and handing off the legwork to a trusted partner, franchisors can take advantage of near-real-time tracking of key metrics the help both national and local marketers reduce waste, control budgets and make savvy investments in proven marketing strategies.

For franchisors and national marketers managing a growing list of franchisees, outsourcing marketing supply chain management can have significant local and national benefits. From the brand security to the time and resources both franchisors and franchisees get back to focus on critical business strategy, contracting with a trusted vendor to handle marketing execution has the potential to do great things for a franchisor’s national brand, local sales and bottom line.

To learn more about whether OneTouchPoint is the right single-source marketing solution for your organization, we invite you to contact us today or request a quote on your next project. Our experts will provide insight and ideas to deliver phenomenal results at a great price.

3 Ways Franchisors Can Protect Their Brands’ Reputations — Without Having to Micromanage Franchisees

3 Ways Franchisors Can Protect Their Brands’ Reputations — Without Having to Micromanage Franchisees

As a franchisor, your marketing needs are higher than ever. Customers demand frequent, omnichannel experiences with the brands they patronize, and they expect those experiences to be the same across every channel and every location. And it’s not just the demands that are higher than ever — so are the stakes. No matter what product or service they are looking for, customers have more options than ever before, and Salesforce reports that, if their branding expectations aren’t met, 73 percent will take their business elsewhere.

So, for franchisors in charge of global marketing efforts, protecting brand quality and ensuring consistent communications from every franchise and across every channel is tantamount to the brand’s continued growth and success. But as the brand grows, so do the challenges of protecting it. While the corporate team may be perfectly able to oversee local marketing efforts at the beginning — with just a handful of franchisees to support — that effort becomes more immense as the business expands, and franchisors quickly find themselves spending all their time micromanaging local marketing instead of tackling the high-value, big-picture and growth-driving initiatives they should be focusing on.

Today’s franchise marketing leaders need better ways to empower local marketing and protect their brands — without having to add hours to the day or sacrifice business-critical initiatives.

Here are a few suggestions for streamlining your to-do list and getting back to what matters.

1. Turn Your Franchisees into CMOs

Your franchisees are likely savvy business owners—after all, you wouldn’t have allowed them to buy a franchise if they weren’t—but they probably aren’t natural marketing geniuses, and that’s ok. By setting up the right systems early on, you can empower them to create, customize and execute top-notch (and corporate-sanctioned!) marketing campaigns with minimal effort, ensuring your carefully curated branding and messaging remains consistent.

Start by migrating all the latest assets to one digital location that approved users have access to 24/7. If the corporate-approved holiday open house invitation is available at franchisees’ fingertips, they won’t be tempted make their own — and you won’t have to field dozens of requests to send it to individual owners. And if they have access to predesigned window clings, they’re much more likely to use them to step up their marketing game.

Ensuring everyone has access to the same collateral is a critical first step, but remember that consumers demand personalization in their brand engagement. In fact, research has shown that up to 50 percent of target audiences ignore brand messages if they’re not localized. That means that, at a minimum, they’re looking for their native language, local jargon and cultural references. So once you’re assured every piece of marketing collateral is current, relevant and on-brand, be sure franchisees can easily and quickly personalize and localize those assets, within corporate parameters, for their particular consumers.

And finally, give them access to a trusted printing partner to take yet another load off your shoulders.

2. Spend More Time Driving Growth and Less Time Packing and Mailing Collateral

Managing national and local print orders may have made sense at the beginning of the business, but here again, growth (or even the anticipation of growth) requires more efficient systems.

Identify a trusted printing and distribution partner that can handle on-demand and bulk printing for all your assets — both the traditional, small-format collateral and the special, grand-format items. And even better, choose a partner who can handle packing, kitting and mailing to specific franchises for you, as well.

Using this partner for national marketing campaigns, and giving franchisees access for local initiatives, will not only save the time you once spent managing, ordering, packing and shipping orders; it will also save the worries about whether your customers’ information is secure, whether your collateral is on-brand, personalized and printed correctly and whether it will make it where it needs to go. (As a bonus, you’ll likely see cost savings from special USPS deals businesses can’t get on their own.)

3. Make Micromanagement a Breeze

Let’s be honest: as a franchisor and business owner, you’ll never be completely hands-off, and you shouldn’t be! You’re the one making the strategic marketing decisions that drive your brand’s growth and evolution. But there’s one more tool that will make your job as “micromanager” so much easier.

What are the KPIs you’re tracking from your franchisees? They likely include expenses, asset stock, ROI and more. And how are you tracking those KPIs? Early in the brand’s life, relying on franchisee reporting may be sufficient, but as the number of franchises grows, it becomes all but impossible to both track down all those reports and format them in a way that gives you the at-a-glance insights you need to make smart high-level marketing decisions.

You need a system that will automate those tracking efforts for franchisees, taking the reporting burden off their shoulders and aggregating data in a way that gives you visibility into each franchise’s marketing initiatives and progress at any given moment.

This always-on, consolidated view will make it worlds easier for you, the franchisor, to keep track of everything you need to see and intervene when you need to — without feeling like you’re constantly breathing down franchisees’ necks.

As a franchisor, your brand’s reputation is your number-one priority, but as your business grows, it can feel impossible to stay in control of local brand initiatives. To learn more about how to streamline local marketing efforts — and save you time and headaches — we invite you to contact OneTouchPoint today to learn about our end-to-end print marketing support capabilities. Our experts will provide insight and ideas to deliver phenomenal results at a great price.

The Franchisor's Secret to Streamlining Local Marketing Management

Franchisors often have to micromanage every franchisee’s local marketing efforts. Learn to streamline franchise marketing and enhance your brand.

For national marketing leaders, managing franchisees’ and local reps’ marketing efforts can be a near-full-time job. And that’s on top of their actual, everyday responsibilities. The franchisor or CMO is responsible not only for national marketing initiatives, but for providing localized marketing support, managing inventory, orders and budgets and ensuring local reps have up-to-date materials — all in an effort to grow the business while protecting brand integrity.

And, of course, as the business grows, adding more and more franchises to manage, this job becomes more and more difficult. It’s no wonder the CMO Council reports that 53 percent of national marketers lack the resources and bandwidth they need for local marketing — while LocalVox reports that 64 percent of franchisees are disappointed with the marketing support they receive.

But, for successful franchises, quality, effective, uniform local marketing is a must. After all, today’s customers have higher demands for their interactions with brands than ever before, demanding frequent, consistent, omnichannel experiences. And if those demands aren’t met, they also have more options than ever. Salesforce reports that 76 percent of consumers say it’s easier than ever to take their business elsewhere, and 73 percent will do it if their brand engagement expectations aren’t met.

So, the stakes are high, but for a national marketer managing a growing list of franchisees, the to-do list is simply too long. What’s the solution?

National brands need a way to consolidate their marketing assets, budget allocation efforts and campaign tracking, empowering franchisees to develop, execute and track their own print marketing campaigns. In short, they need a turnkey solution that minimizes corporate oversight and optimizes customer experiences with every franchise location.

OneTouchPoint offers that turnkey solution, acting as the savvy franchisor’s secret to effortless local marketing. We help leading franchise marketers empower franchisees to create localized experiences that maintain brand consistency and quality while balancing design spend, simplifying operations and tracking the success of every tactic and every campaign.

Let’s take a look at just a few of the ways OneTouchPoint makes franchisors’ lives easier.

Controlling Brand Integrity & Powering Local Store Marketing through Centralized Assets

When local marketers don’t have easy access to the latest collateral, that puts brand quality at risk. They either have to reach out to the national organization every time they need a document (leaving national marketers drowning in collateral requests) or, rather than wait, they’ll simply make their own. Either leads to significant wasted time, and the latter dilutes the customer experience by ruining brand consistency.

But OneTouchPoint’s U.Connect platform provides sprawling franchise businesses with a centralized, digital hub where the national team can store the latest and greatest collateral, providing easy access for local marketers who may need anything from flyers to floor stickers. And what’s more, the platform gives franchisees the power to customize that collateral — within corporate parameters — with details that are relevant to their particular audiences.

No longer are local marketers “winging it” or swamping corporate with collateral requests. Now every franchisee has the power to develop and execute their own, brand-consistent campaigns that speak to local potential customers.

High-Quality Bulk & Print-on-Demand with Kitting & Mailing Support

Additionally, OneTouchPoint functions as a single-source partner for all things print. Whether a franchisee needs five thousand brochures or a single banner, local marketers an order exactly what they need, when they need it, and we’ll take care of it at our full-scale, commercial printing facilities. Even better, we also handle kitting, assembly and distribution to local stores or directly to prospective customers from our seven facilities across the country.

We know that marketing campaigns are time-sensitive initiatives, and it’s our goal to help local marketers execute their campaigns efficiently to stay ahead of customer conversations. By providing franchisees with access to a trusted vendor for printing and mailing needs, corporate can take a load off — rest assured every local rep is receiving consistent, high-quality collateral.

Up-to-Date Insights to Drive Smart Business Decisions

Transparency and visibility are critical to inform savvy business decisions, but with franchises and reps spread across the country using their own reporting systems, it can be nearly impossible for corporate to track which tactics are successful and which ones may not be worth the investment. Not to mention collateral quantities or budget spend.

But OneTouchPoint eases that burden, as well, providing real-time tracking of key metrics that help national and local marketers reduce waste, control budgets (and easily handle chargebacks) and design marketing campaigns based on strategies that have proven to be effective.

If you’re a franchisor or national franchise marketing leader looking to optimize operations, empower franchisees to create stand-out marketing campaigns and streamline budgets, OneTouchPoint is ready to help you bring your brand in lockstep with your business. Our commercial print power and national presence allow you to leverage scale/economies of scale for lower printing and shipping costs while powering consistently flawless brand engagements with your end consumer, whether in the store or on their doorstep.

To learn more about how OneTouchPoint can help you reduce waste, increase margin and enable your teams and partners for success, we invite you to contact us today!

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