Trade Marketing: 5 tips for distributing marketing materials efficiently

with the franchisees. All through marketing materials and other commercial actions and activities focused on product distribution channels.

On the one hand, franchisees need to be “fed” with marketing materials to generate more opportunities and sales on a daily basis.

On the other hand, the franchisor wants this to happen, but also focuses on outlining macro strategies to guide the network to build a solid brand that is desired by customers and potential new franchisees.

And this distribution of parts needs to be efficient so as not to create task bottlenecks with the franchisor’s designers. And it needs to be optimized enough so that franchisees don’t wait too long and miss the timing of opportunities.

These are the challenges that we will help you overcome in this text. Read until the end and check it out!

What is the role of Trade Marketing for franchises?

The role of trade marketing in franchising is to be an important support point for franchisees, who do not always understand marketing and brand consistency .

After all, he is the one who is closest to the franchisees and has a fundamental role in educating them about the marketing strategies defined by the franchisor and ensuring compliance with the brand’s guidelines in practice.

Check out the advantages of having a good trade marketing strategy in your routine:

• Establish a win-win relationship
  To keep franchisees engaged, it is important to show that your actions are designed primarily to help them sell more and better.
• Have more control over the process
  With a well-defined trade strategy, your team is in control and reduces the possibilities of isolated actions that deviate from your brand’s strategy and standard.
• Closer relationship with franchisees
  Being close to those who invested in your network is great for understanding the routine and listening to customer feedback more quickly. This provides a better overview and can help outline future strategies, in addition to sharing good practices that can be replicated throughout the network.
• Becoming a reference in your niche
  While your franchisee strives to make their unit profitable, with your support, of course, the right strategies can make your brand stand out. In this competitive market, it is necessary to have a solid sales force and be assertive in every action.

5 Tips for Distributing Marketing Materials Efficiently

The most common situation experienced by the franchisor’s marketing team is to accumulate numerous requests from different franchisees.

This often causes the team to delay deliveries or be forced to hire more staff to cope with the high volume of demands.

The focus of solving this problem isn’t on the workforce. Your team needs to find a way to optimize internal and external processes to distribute materials efficiently.

This efficiency consists of streamlining this routine, without overloading your design team , which may already be swamped with pending deliveries. Discover how to do this in 5 ways:

Create processes

The idea that marketing is chaos has been sold to us throughout our careers. However, this is a fallacy that makes us forget to stop the rush and structure an efficient marketing process.

This time invested will bring productivity in the short term and, consequently, will help with distribution to franchisees.

A small process, such as establishing a complete briefing model, defining SLAs and unifying the flow of demands in a single place, can speed up the production of art in marketing.

Centralize requests

Receiving requests via email, WhatsApp, phone and other contact points makes trade marketing waste time managing and organizing each project.

Following the topic above, establish this process and, preferably, receive demands through just one contact point or tool .

Give autonomy with standardized customization (brand consistency)

Is your marketing team overwhelmed with demands and unable to meet franchisees’ requests?

Ask your designer to create a standard template and offer them the possibility of customizing the materials themselves, with the guarantee that the piece will be produced within the brand’s standard.

This way, each franchisee can customize them more quickly and also relieve your team of repetitive and operational work. In addition, templates are great for keeping the pieces in line with the brand’s standard, without requiring as much supervision from you .

Create an editorial calendar of actions

Having an editorial calendar can make it easier to produce and distribute marketing materials. Try to plan the seasonal dates that make sense for your business and prepare in advance to create these strategic materials.

This will give you a vision of execution in the short and medium term. This way, your team and franchisees can take advantage of great opportunities.

Automate processes and generate scale

It is much simpler to distribute marketing materials if all the above actions are automated.
This way, it is possible to save time for everyone involved in the processes, but also generate significant scale to increase productivity and eliminate the chaos of day-to-day life and gain time to think about more strategic things.