Marketing’s New Best Friend

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Today’s Presenters

Kate Dunn Director

InfoTrends

Kim Gross Director Sales & Marketing Pacesetter Enterprises, Inc.

Topics

• What is the marketing supply chain? Why is

managing the marketing supply chain important?

• What is a marketing asset management program?

• How can it help my company save money?

• Summary and next steps

4

What is the Marketing Supply Chain?

Definition

Marketing supply chain—a chain of suppliers that an organization

relies on to produce marketing materials (print, promotional

products, presentations, web, social media and point of sale) for

marketing their products and services

Chief Marketing

Officer

Marketing Manager

Marketing Manager

Creative Agency

Internal Design

External Design

Print Vendors

P.O.S Vendors

Promo Vendors

Products

Dealers

Banners

Apparel

Forms and Stationary

Commercial Print

Catalogs

Displays

Decals

Sourcing

Sales

Internal Customer

Trade Shows

External Customer

Retail

Customer Service

Warehouse Fulfillment

Accounts Payable

Messaging and

Reporting

It’s Not Simple… Chaos Rules the Marketing Supply Chain

Trade Shows

Yet Marketers Invest Billions in Materials…

Budget Spend On Marketing Materials Marketing Materials Produced

CMO Council’s Mapping + Tracking : The Optimized Marketing Supply Chain Survey

•Marketers Report:

– 78% have a closet or warehouse full of old materials

– 84% have sent outdated marketing materials because of a slow or inaccurate internal supply chain

– 33% have no form of inventory management

– 55% do not have any real-time access to inventory or utilization levels

CMO Council’s Mapping + Tracking : The Optimized Marketing Supply Chain Survey

…in a Marketing Supply Chain that is Broken

Under the Waterline

Source: Point Balance, FOUR REASONS TO USE A MARKETING ASSET MANAGEMENT SOLUTION, April 2011

A Big Expense for Marketing Departments

35%

The number of times the average person in a marketing firm looks for a file per week 83

Percentage of time that marketing personnel fail to find what they need

71% Share of organizations that have problems providing other staff members with access to assets within the organization, limiting collaboration between departments

$600,000 Annual savings Motorola realized by implementing a digital asset management solution

Source: http://www.widen.com/business-case-digital-asset-management/

The Real Story

• of spending associated with marketing materials

often results from product obsolescence and

from activities such as storage, fulfillment,

shipping, and inventory management.

• of marketers have performed a comprehensive analysis of the costs and process efficiencies in their marketing materials supply chain

• percent of marketers have implemented new workflow systems to reduce costs and inefficiency in their marketing supply chain.

• Marketing materials are lost to obsolescence

Source: CMO Council Research

What have the top 11% done?

• Implemented a system such as a Marketing Asset Management system (MAM)

What is a MAM?

• Tool that helps companies effectively centralize, localize, and distribute materials around the world

– Downloadable graphics and documents

– Static and customized documents

– Personalized cross-media campaigns

• Automates the process for creating, printing and managing the delivery of static, versioned and variable data pieces

What Can Marketing Departments Automate?

• Are your marketing assets scattered or do you not have an adequate system to manage them?

• Do you have an organization with many different departments, all needing to access different items?

• Are customization capabilities for your materials difficult to manage?

• Do you have difficulty changing, ordering and producing collateral?

How do I know if I need a MAM system?

• Do you need the ability to manage and produce items that extend beyond printed pieces?

• Do you have products that contain highly complex variable components and need to have the ability to have all content changes applied to all existing collateral?

• Is managing your vendors and the internal processes for getting items produced and tracking their effectiveness resulting in too many man hours?

How do I know if I need a MAM system?

• Do you need a way to qualify leads before adding them into the sales pipeline?

• Do you need an easy way to customize customer and prospect inquiries and provide relevant information?

How do I know if I need a MAM system?

A MAM system can do all that?

Implementation Process Creative Production

Marketing Asset Management

Marketing Fulfillment

Create corporate memory

Improve brand control

Enhance corporate memory

Improve creative development

Goals

Asset consolidation Consolidate assets which may be spread out across multiple platforms into one easy to use location. Allows for easy management of all assets.

Improve efficiencies Reduce the amount of time users spend creating variable documents/marketing collateral

Brand compliant Ensure all materials, even those utilizing dynamic variable templates, remain 100% compliant with legal regulations and brand guidelines

Automation

Automate the distribution process across multiple channels:

• Send files through vendor network • Electronic and digital delivery of pdf • Html and e-mail templates

Key Benefits Reduce marketing

costs and waste

• Eliminate the storage and usage of materials that become outdated.

Reduced operating costs

• All content edits are automatically applied to all applications within the platform.

• Automated upload capabilities reduce the time it takes for staff to create versioned collateral.

• Multiple output capabilities streamline the entire ordering and fulfillment process.

Enhance user experience

• User friendly template makes the customer and administrative experience seamless.

Enhance effectiveness of marketing and sales

collateral

• Complete customization of marketing and sales collateral increases the impact it makes when delivered.

• Through real time tracking metrics, administrators are able to determine the true effectiveness of all marketing and sales collateral

What should you be looking for?

• Asset library that can manage items beyond print – Many systems are print centric – look for those that can

offer management of web, audio/video, digital downloads, etc.

– Technology changes quickly – invest in a system that can grow with you and your company needs

• Single sign-on capabilities

• Data automation

• System that can synchronize with multiple vendors

• Robust reporting platform that is user friendly

Investing in a MAM system can:

• Better manage company assets, automate the development, production and management processes and preserve brand integrity

• Reduce costs, maximize resources, enable relevant, localized content – Typically decrease operating

expenses by 40%

• Avoid costly disasters in production of materials that may not be effective

Effective integration of a marketing supply chain can save millions, improve sales effectiveness, and reduce inventories

• Assist your company in not only reducing costs but allowing for revenue-producing benefits

• Speed up production and responsiveness to sales people and distribution channels

Effective integration of a marketing supply chain can save millions, improve sales effectiveness, and reduce inventories

Investing in a MAM system can:

Next Steps

• Document current processes including people involved and time

• Quantify the time and people costs

• Quantify what is used, what is wasted, and the pockets of waste

• Estimate lost opportunity from turnaround time or ineffective use of documents

• Talk to experts!

• Build a plan

“Management is doing things right; leadership is doing the right things!”

– Peter Drucker

26

Final Thoughts

Top Considerations for Investing in Asset Management

• 66% did it to increase operational efficiency

• 46% did it to manage brand consistency more effectively

• 46% did it to improve return on their marketing investments

Source: http://www.widen.com