Financial services marketing is fraught with regulations that marketers need to always keep in mind. This can cause content creation and iteration to slow to a crawl. If branded collateral is released out of compliance with regulations, it can cause chaos for marketing departments.
Distributed Marketing is a traditional marketing practice that you’ve probably seen before. Examples of this include Coca-Cola creating specialized signs for individual retail stores, or businesses creating templated business cards that individual owners can write in their name and address.
The biggest benefit of distributed marketing is self-service customization at scale. When an end user needs a specific flyer, sometimes they go off and make it themselves. Distributed Marketing eliminates that by allowing those users, whether they be additional locations, sales teams, customer service teams, franchisees and more, tailor make their collateral without going off brand or breaking compliance regulations.
Distributed marketing in the digital world means that marketing teams in the financial services industry can take their collateral to the next level, by allowing other departments to access and customize their marketing materials anytime.
We decided to put out what is essentially a Marketing Library, and that’s when we decided to go online with MarcomCentral. This takes care of the brand and compliance needs, but also takes care of aligning sales with Marketing.– Genworth Financial
For Genworth Financial, they found themselves in a similar situation to many financial organizations: adhere to normal marketing brand guidelines while balancing new regulations that get added. To combat this, they maintained a very strict approval process for each marketing item that they were releasing. The approval process worked to help keep everything in compliance. And then the one-off requests began to get out of control.
With every one-off request, that single collateral piece needed to be put through the approval process. This – in turn – caused delays in the normal production schedule and approval process thereby delaying production of collateral for other teams. With marketing so backed up, it caused other teams to create off-brand collateral when they had an urgent need – undermining the entire approval process.
They realized that they needed a library of readily available marketing materials that could be customized to the needs of each department. Using Marcom Portal, they were able to create marketing and compliance-approved templates that could be customized for each sales rep’s situation. They were also able to house all their un-editable assets in an easily searchable portal for 24/7 access. You can get their full story from our webinar.
The main appeal of Distributed Marketing is its customizable nature along with additional key benefits:
When thinking about a new distributed marketing system, first you need to organize your files and marketing assets. Wrangling your file sprawl will identify opportunities for collateral personalization and customization. Below you’ll find our recommended process. Alternatively, you can reach out and we can help create a personalized plan for you.
Distributed Marketing is a battle tested marketing strategy that can deliver meaningful results for marketing teams looking to scale their brand and offer customized collateral for their teams. If you are looking to do something similar – get in touch – and we’d be happy to show you how we can help.