MARKETING COLLATERAL MANAGEMENT

The management, creation and ordering of stock literature, customisable marketing materials, highly-targeted DM and personalised sales packs has never been easier.

Butler and Tanner's Marketing Collateral Management Solutions can be completely tailored to an organisations need. Marketing departments and distribution channel managers all over the world can create, edit and order promotional and stock literature that fully adheres to brand guidelines.

When you add the increased effectiveness of targeted material and the benefits of eliminating bulk storage, real improvements in the way marketing collateral is produced become obvious: saving time, reducing waste and bringing you closer to your customer.

Business Problem

Collateral management is a need all businesses have. But manually driven departments cannot keep up with today's requirements, causing businesses serious operational issues.

1. New products are released at an astonishing rate, making it impossible for marketing departments to keep literature current. As a consequence, many companies are discarding 30-60% of their literature due to obsolescence.

2. CRM now permeates all communications, driving exchanges to be more personal and specific - building better relationships with the customer. CRM requires literature to become more targeted to the needs of the customer - something not possible before.

3. There is an increased understanding of the total cost of business processes, which highlights the hidden costs of storage associated with large volumes of printed materials.

4. The ease with which computer users can create their own literature with standard desktop packages (both good and bad), presents a real problem for brand managers around the world. Even the logo itself can be corrupted and mis-used and maintaining a consistent corporate image has become increasingly difficult.

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The Solution

MCM Workflow

Create a centralised, digital, Marketing Collateral Management Solution - which addresses the needs and objectives of the business it is destined for.

As the basic diagram shows, this system consists of three major components: a Web Portal/Internet application, a composition engine and on-demand printing systems.

The different components are brought together to create the required end system, delivering to the Brand a central portal for all Marketing Collateral management, creation and ordering.

The end solution can be enhanced with the following functionality:

· Customisation
· 24/7 access
· Web enabled
· Personalisation
· Digital picking
· Targeted DM
· Instant proofing
· Full automation
· Ad creation
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Business Benefits

Increased sales and marketing effectiveness can be realised through:

Centralised Brand control and management
· Centralised control and management of communications
· Fast and effective communication of new information

Channel / Dealer empowerment
· Easy access to quality marketing materials
· Literature becomes relevant to target audience
· Communications fulfil the channel's needs

Major cost savings can be realised through:

No more brochures out-of-date
· Huge reductions in waste due to minimal obsolescence

No storage required
· No warehousing costs and overheads

No pick and pack
· Personalised sales packs are constructed on the fly

Reduced administration
· Automated ordering of marketing collateral
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Types of business that will benefit

Almost any business would benefit from a Marketing Collateral Management solution. In particular:

· businesses with multiple outlets and/or use a distribution network
· where different departments order printing
· that have global brands to protect
· with fast changing products
· with products where customisation is possible
· where customised marketing programmes are used
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