Using Dynamic Media Building To Create Branded Promotions
One of the big buzzwords in both politics and business around the world for the last few decades has been decentralization
. When formerly communist and socialist governments start selling off state-owned industries, and huge multinationals take management decisions down to the lowest possible level and region, clearly the message has gotten through. That message is that dynamic systems empower the front lines in a company or government agency and allow the most knowledgeable people, the ones who are on site and on the job, to access the power and prestige of the larger entity.
The phrase, dynamic media building, is a simple one when you get past the component words. Dynamic means that up-to-the-minute, creative operations are now possible, and that a distributed sales force and marketing personnel can create their own, high-quality, company-approved promotional materials quickly and easily. With access to pricing, regional contact data, company logos and product/service descriptions, these sales and marketing professionals can meet any deadline and do so without regard for what time it is at corporate HQ.
The core is yours
If you are a sales rep or marketing specialist, you are in the driver's seat if your company sets up the right kind of system to manage your marketing assets. These assets are the items that we just mentioned (logos, product descriptions, pricing, etc.), with which you can now assemble a customized promotional piece. The tech-savvy way to say this is that your marketing asset management system is driven by your online digital asset library, which simply means that all of the pieces will be available to the marketing and sales personnel that need them.
The benefits go both ways, of course. Not only do field personnel have access to the assets, corporate executives are assured that these personnel have access only to the company-approved components. This allows regional sales and marketing staff to create accurate, attractive and company-approved materials that are specifically tailored to the local client or prospect. Your brand is front and center in a customized message, extending brand awareness while simultaneously targeting a potential customer with a unique message.
How it works
If you are fortunate enough to work with a business solutions provider that offers this sort of leading-edge service (and there are very few), you will find that they operate in a very well-defined, deliberate manner. Security, of course, is always a concern, and you will find that corporate assets are well-guarded, with the latest Web and computer security technologies on the job. There are multiple advantages of this approach:
Simplicity - When copy and imagery are together in one place, controlled for quality and applicability, users at any level can use pre-made templates or (if they have the requisite talent, and permission) create their own designs. This also simplifies the process of co-branding for companies that use that form of marketing, as management can make the digital asset library available to trusted partners.
Consistency - Because the process relies entirely on copy and images from your online digital library, a dynamic system for building media and promotions empowers your sales channels, as well. While distributed users can create localized marketing materials that are tailored to the precise firms (and selling points) that are targeted, the corporate marketing executives continue to exercise total control over the images, ad/brochure templates, company logos, copy writing and other materials. When ad messages, logos or marketing plans require a change to the digital assets from which they are made, all of these changes will occur simultaneously. You can update media materials or change marketing directions whenever you choose, while being assured that the changes will be instituted once for the entire organization and everyone using its asset base. Consistency is crucial, and dynamic media building comes through.
Ease of use - The systems are built to be easy to use and trouble free. After logging on to the appropriate secure server, users will choose from various templates (from sell sheets and promotional print pieces to direct mail, e-blasts or other marketing materials) and then select both graphics and text content from the pre-approved batches of each. The number of options and the range of building blocks are completely scalable for large organizations, while remaining straightforward to use for companies of all sizes.
Effectiveness - The easier it is for your sales team to tailor marketing materials to specific prospects, the better those sales efforts are going to be. In addition, the easier it is for everyone to use branded materials and company-approved copy, the more coherent your overall branding efforts will be.
Clearly, dynamic media building is a classic win-win for forward-looking firms.
by: Jake Athey.
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