1 @werrestaurants /restaurantdotorg /nationalrestaurantassociation restaurant.org
TRANSCRIPT
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@WeRRestaurants
/RestaurantDotOrg
/NationalRestaurantAssociationRestaurant.org
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Regulating Local Store Marketing
Chris Wheeler, MarcomCentral
March 12, 2014
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Agenda• Introduction• Common problems• Solutions• Sample Use Cases
– Subway Restaurants – Long John Silver’s– ARAMARK
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MarcomCentral Introduction
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MarcomCentral • Long Track Record
– Incorporated in 1999– 1,800 Active MarcomCentral
Sites– 20,000 FusionPro Users
Worldwide– 1,000,000 MarcomCentral
User Accounts
• Outstanding People– Dedicated to Software
Development & Services– 75+ Employees– Solana Beach, CA HQ– Development Office in Chicago– Total Commitment to
Client Success
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Common Problems in Local Store Marketing
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Local Store Marketing Problems
Brand Globally
Advertise Locally
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Local Store Marketing Problems
Brand Globally
Advertise Locally-Local Store Marketing-Local Relevance-Drive Customers to Specific Locations-Franchisee Control
-Corporate Values-Brand Standards -Drive Global Recognition-Corporate Control
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Local Store Marketing Problems
• Manual process for customizing collateral• Inability to efficiently monitor local branding• Potential franchisee or partner frustration
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The Consequences
• Rogue marketing • Disintegration of brand integrity• Loss of brand standard • Potential effect on future expansion
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Solutions
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Solutions for Regulating Local Store Marketing
• Central Marketing Repository
• Intelligent Templates
• Global Branding, Local Message
• Reporting and Analytics
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Demo: Subway Restaurants Long John Silver’s
ARAMARK
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@WeRRestaurants
/RestaurantDotOrg
/NationalRestaurantAssociationRestaurant.org