To ensure that your marketing materials are on-brand, on-message and tie in with the objectives for your campaign, proofing is essential. But the whole proofing process: checking, re-checking, amending, sending the piece back for re-work (and so-on) - can be one of the least enjoyable and most time-consuming tasks faced by retail marketing managers.
Let’s say your market intel has revealed a gap in the market - with a very narrow time window to fill it. Or perhaps a new trend has emerged and you need to tweak your marketing focus to reflect it. Or you may simply want to quickly launch a mid-season sale and you want to get the message out about it. In all of these situations, you could suddenly find yourself in need of a new campaign. It has to be delivered quickly. But (of course) it still has to work!
When the global CMO Council quizzed brands about their local marketing efforts, ‘keeping messages consistent’ came top of the list of concerns. Almost two-thirds said that they were looking for ways to cut out the customer confusion that can occur when messages are distributed via disparate platforms, while 81% said that “communicating a consistent brand message” is a top organisational priority.
The traditional role of the centralised print house is in decline with many smaller print houses going out of business. What´s going on here and how can you benefit from this? Let´s take a look.
The longer you spend time in business, the more apparent putting all your promotional efforts into one channel seems a bad idea. In this age of social media, some of the most tried and true advertising formats still deliver leads and new customers. While focusing on a strong Internet presence with an expanding social media platform should remain a top priority, your company needs to take advantage of other marketing avenues, including direct mail. Here are four reasons why your retail organization needs direct mail as part of its strategy.
If you are responsible for a retail brand, the demands in terms of creating marketing content can seem relentless. After all, it’s probably the case that you are running multiple campaigns at once; you have a presence on multiple channels - and each of those channels need “feeding” with fresh content.
For retailers, increasing marketing volume is never an ‘end goal’ in itself - although it can certainly pose an operational challenge. The greatest challenge comes with ensuring consistency: a clear and compelling message across all marketing channels and (hopefully) a following of devoted fans.