CMOs of global companies face a continual dilemma; on the one hand, branding needs to be kept consistent so that recognition can be built up across the world. On the other, customers and prospects need marketing material that is tailored to them and their specific markets and regions.
When it comes to the physical realm of print marketing material, nowhere is this felt more than in the manufacturing industry.
Wasted time and effort
These large and successful companies have access to some of the most talented and strategic marketers in the world. Untold hours are spent painstakingly developing the perfect campaigns, and supporting print materials are crafted to convey the intended messages and represent the brand in a specific and consistent way.
Yet inconsistencies and errors can still find their way in front of customers. In manufacturing, where detail (and attention to detail) is of absolute paramount importance, even the slightest mistranslation or mistaken product description can be highly problematic.
Worse still, centralized marketing is highly unlikely to even know such mistakes have made it into print, and into the hands of prospects. Once print files have been handed over to localized teams, control can be all but lost.
It’s not surprising, considering the logistical challenges facing manufacturers exporting to Europe and across the world. It’s even more understandable when these businesses are rightly trying to cater to and capitalise on market specific and time sensitive opportunities.
Consider a global automotive manufacturer, which needs to supply each of its regions with tailored marketing material. Now imagine that one or more of those regions needs more materials quickly to capitalize on a market opportunity. If a centralized marketing team needs to design those bespoke materials and have them printed centrally and shipped (also having to clear customs) and delivered to each delivery address, the turnaround time could take, at the very least, weeks or even months.
There is a simple solution
The answer lies with templating and local print production in a single system that manages all commercial print.
Gelato supports editable templates that can be customized. This means that, should companies so wish, they can give their teams the ability to change the text and images within saved pre-approved templates. This ensures brand consistency while giving teams the freedom to quickly capitalize on market specific opportunities.
As everything is carried out in one system, centralised control is ensured, with complete oversight of cost and process; right down to who is permitted to print what and how much, along with records and reports of everything that’s happening.
As Gelato intelligently allocates print jobs to high quality print houses within the Gelato Network in over 70 countries, prints are produced close to the delivery address and delivered quickly.
Not only does this present a professional image to customers, it means that the carefully crafted marketing messages and creative efforts, actually reach their intended audiences.
It also greatly helps reduce indirect marketing costs. Many global manufacturers are reliant on multiple suppliers, translators, printers and distributors to get print marketing where it needs to be. Gelato’s Network of print partners and distributors means that businesses no longer have to spend time finding, setting-up and managing relationships with print printers.
CMOs that use Gelato reduce the chances of mistakes, heavily minimize indirect costs and provide marketing materials that drive sales, all whilst having complete oversight of the brand and process.