Maintaining brand integrity across local and/or global channels can be challenging as organizations expand. As marketing materials trickle through distribution channels, your original message might look like the casualty of a disjointed game of “telephone.” But using a marketing asset portal to manage, share and distribute your marketing content will give your field reps, franchise owners, branch managers and/or partners on-demand access to your most up-to-date, compliant assets.
Five things to keep in mind when exploring portal technologies:
1. Buy only what you need.
Beware of solutions that feature LSM as part of a shot-gun service menu, addressing surface-level challenges amid a multitude of other, unnecessary features or tools that serve no ROI within your restaurant marketing strategy.
2. Look for one centralized solution.
Subway created their Global Tool Kit portal to potentially replace other corporate resources for more than 20,000 franchisees worldwide, says Millie Callahan, associate field marketing manager. Your field teams increasingly need to access the latest materials from the field, especially information on new products and special or seasonal offers. Maintaining a single sign-on, go-to system for access, customization, distribution and fulfillment will streamline operations, eliminate rogue asset creation and maintain compliance across all use cases.
3. Evaluate how they help you (re)engage customers.
Most LSM portals can house everything from marketing campaigns to physical, promotional goods. But dig deeper into enhanced revenue opportunities. For example, zero in on a solution that integrates dynamic customization or highly engaging, one-on-one personalization of items your restaurant group or franchise uses most. That could mean signage, ads, emails, coupon templates or presentation templates.
4. Maximize your global connectivity.
Multi-language translation is essential in today’s global environment. An LSM platform that offers a user experience unique to the user’s native language can potentially save thousands in costly translations while eliminating embarrassing cultural missteps.
5. Get testimonials, case studies and referrals.
Ask your LSM rep to share how they helped clients strengthen brand integrity, but don’t stop at the restaurant industry. Most businesses across all industries share similar woes when it comes to brand manipulation, and the best LSM platforms have experience working through all of them.