THE FUTURE STARTS NOW: Regional marketing for brand companies

Marketing process optimisation (MPO) has become very popular and a widely discussed issue. The current situation of the world economy gives companies the opportunity to optimise their marketing budget. A trend-setting way to increase the marketing efficiency long lasting, is to establish a marketing management system (MMS).

Globalization and regionality are no antagonism
In consequence of the world-wide growing integration of the markets, the brands become more global too – international and national boundaries for brands fade away. At the same time the regional marketing gains more and more importance, because even if the markets are globalised, the products and services are still required and sold locally. And exactly at this point marketing management systems like „BISON“ (Brand Integrating System ONline) from the agency Mehrkanal based in Essen, come in.

For which companies is an MMS reasonable?
In a sense the target group of brand and marketing management systems is quickly defined: all companies, which have a decentralised structure of distribution and have to communicate a cost intensive brand value. These are for example chain store companies from different sectors such as grocery or drugstores, fashion labels, DIY stores or even stores from the automotive and finance sector. Franchise systems and manufacturer of branded products with economical independent distribution partners, should also be mentioned.

What benefits does a MMS have?
Benefits for the headquarters
The headquarters benefits from the guaranteed implementation of the corporated design in all the communication measures by the distribution partners or brands. The uncontrolled growth from recent days is over. It is for certain, that every regional measure contributes to brand development and to strengthening the brand image – in short, to “pay into” the brand.
A further important benefit is that individual or whole campaigns can be implemented fast, reaching even far corners of the market. Due to this it is possible to react flexibly to actions of competing companies or other circumstances on the market. Companies which know how to make use of this flexibility and speed can also make use of advantageous competition situations. Also new perspectives and chances in controlling can open up through the use of an MMS.
Analyses and evaluations can be generated in real-time fully automatically by this software. The expensive and time-intensive development of statistics is not necessary any longer. At the end of the day the headquarters as well as the regional distribution units know which success the implemented means have acquired. This enables proactive actions. Another aspect which should not to be estimated, is of psychological nature. With the use of MMS the know-how of individual distribution units regarding the regional characteristics of the local market, can be integrated.
The needs of the local traders are taken seriously and they are put into the position to do their own marketing. As a result traders tend to accept the communication measures which are offered by the headquarters and also motivate distribution partners to implement more marketing measures.

Benefits for distribution partners
The benefits of an MMS for distribution partners are obvious. These feels in the position to realise professional marketing with little time and money effort, but to concentrate their resources on their main business i.e. salary.
Due to the possibility to individualise communication measures via the MMS within framework set by the headquarter, the distribution unit can react exactly to regional circumstances, such as customer behaviour or target group structures. What used to be a utopia on the regional level, can become reality: new customers can be efficiently acquired down to a pin point.
Due to the possibility to individualise communication measures via the MMS within framework set by the headquarter, the distribution unit can react exactly to regional circumstances, such as customer behaviour or target group structures.

What can and also must an MMS achieve?
Each company which want to use an MMS, has different requirements and process structures which have to be taken in consideration. Therefore it is important to offer a flexible and adaptable solution. This does not only refer to corporate design conforming implementation of the surface of the software, but also to the supplied communication channels and processes. An MMS must have a modular structure and must permit the integration of external data sources and software systems via interface. Another must is the ability to individualise every single communication measure and if possible the complete atomisation of ordering, booking and billing. Many companies subsidise the regional market activities of the distribution unit, which is the reason why an MMS should be able to integrate a market development fund system to control the process. The simple and intuitive operability of MMS its one of is most important features. A system which is not accepted by the users is useless. Anything but this is rubbish. This philosophy requires that MMS is web based and thus controllable from any place.

What communication channels can be operated with an MMS?
For trade marketing it should basically be possible to realise every required communication channel. At present the brand and marketing management system BISON by Mehrkanal allows e.g. to book any type of print product online:

- newspaper adds
- direct mailings
- print mailings
- brochures
- flyers
- 18/1 advertising bills and smaller formats
- inserts
- office equipment (letter paper, business cards etc.)
- window and floor stickers
- geographical coordinated mailshots

And also the new internet based advertising forms:

- online banner
- brand and trader websites
- e-mail marketing (newsletter)
- digital signage (instore-TV, web TV)

Classical and other advertising forms:

- radio and cinema adverts
- mobile services (SMS/MMS)
- adjustable advertising material
- give-aways
- corporate fashion

There are no limits for imagination.

Conclusion
MMS can be used by companies to perfect their marketing processes, which supervise the activities of the distribution units and to improve the handling and controlling of the budget. The user of an MMS can realise their individual marketing mix. In the future more and more companies will jump at the chance and consequently realise an increase in efficiency.

References
- PEUGEOT Germany
- Hyundai Norway
- Land Rover Germany
- KIA MOTORS
- Jaguar Germany
- mod's hair

Author: Lars Koenig

Short profile:
MEHRKANAL is a new media agency located in Essen, Germany.
We are specialised in the development, leadership and integration of brands on and via the internet. With 30 employees MEHRKANAL creates individual solutions for the clients.

MEHRKANAL GmbH
Agency for optimized communication
Wilhelm-Beckmann-Strasse 7
D-45307 Essen
Germany

Contact person:
Lars Koenig
Phone: +49 (0)201/27303-450
Cell: +49 (0)160/99118462
E-Mail: koenig@mehrkanal.com

This release was published on openPR.