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Strategies for Maximizing Pan-Regional Market Coverage and Sales from Integrated New-Product Launch Platforms
GISTICS, Sep 2005, Pages: 46
Business case for a center of excellence in international marketing communications.
Outsourcing-service requirements for reducing the cost to localize, produce, and fulfill marketing brochures, direct mail, trade promotions, point-of-purchase materials, and multimedia content.
This paper advances the proposition that effective marketing brings an attractive value proposition to those customers most likely and able to buy. However attractive a value proposition, it will fail to produce results without effective market coverage — the function of marketing communications or marcom. Effective market coverage entails the synchronized and rapid execution across multiple markets, multiple communication channels (print, online, broadcast), and multiple marcom formats (brochures, direct mail, trade promotions, point-of-purchase materials, and multimedia content for the Web and mobile devices).
Research conducted by the author of global marcom processes and workflows reveals a critical factor undermining effective market coverage: redundant, manual procedures and duplications associated with the time- and cost-intensive production and sourcing of collateral across global markets, multiple channels, and various collateral formats.
This paper examines automation strategies for maximizing the productivity of marcom operations and in particular how to achieve these aims:
- Reduce time-to-market for revenue-producing marcoms
- Maintain consistent brand-marketing messages
- Increase the number of effective selling days
- Reduce overall labor content, redundancies, and costs of marketing communications
This paper emphasizes centralized, automated collateral production that incorporates best practices and self-service for on-demand marcom portals — functions of what we call a Smart Marcom Factory.
Finally, this paper provides authoritative analyses that justify outsourcing the centralized, automated collateral production and sourcing of production and printing through a center of excellence, such as Freedman International, and helps executives understand how a global brand-marketing organization can use this outsourcing strategy to increase overall return on marketing investments (ROMI).
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