Saepio Distributed Marketing Blog

In Distributed Marketing, One Size Definitely Doesn't Fit All

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Looking at the titles of most local marketing books and articles would make one think that all local marketers face the same challenges. While that's true in some ways, it's very different in other ways.

As Saepio has helped organizations maximize the effectiveness of their brands in the local marketplace over the past 10 years, we've observed that in distributed marketing, one size definitely doesn't fit all. What we've observed is that similar characteristics exist between organizations not based on the industry they are in, whether they sell a service or product or other traditional classifications but rather on how they engage customers.

Take food service as an example. Two Saepio clients within this industry vertical are McDonald's and Great Harvest Bread Company. Both seek to gain a share of their customers' dining or food budgets but both go about marketing very differently. A local McDonald's, obviously, leans heavily on national branding and advertising and location to drive business. Great Harvest, on the other hand, works heavily to create a loyal customer community without the benefit of heavy corporate brand advertising.

While one could no doubt slice segmentations even further, thorough client use patterns we've observed that six unique market segments exist within distributed marketing. These segments are:

• Loyalty - Frequent Segment

  The local marketer depends on the national brand but is largely responsible for developing a loyal customer community. Customers make purchases multiple times per year from the same store location. A strong customer relationship may be developed between staff and customers.
  
  Saepio Client Brand Examples: Great Harvest Bread Company, Cartridge World (Cartridge World Case Study), Curves Fitness (Curves Case Study)
  

• Loyalty - Infrequent Segment

  The local marketer depends heavily on the national brand and strives to build a cult customer following in association with that brand. Purchases typically happen once or less than once a year and loyalty must be maintained during the lulls.
  
  Saepio Client Brand Examples: BMW Motorcycles (BMW Case Study), H&R Block, HCA, National Life
  

• Convenient Location Segment

  The local marketer depends heavily on the national brand. The customer loyalty is with the national brand and not the local store although the same store may have many interactions each year with the customer. That being said, the customer would be just as satisfied receiving the service from another outlet at a different location.
  
  Saepio Client Brand Examples: McDonalds, Carlson Hotels, Valvoline Instant Oil Change, Chevron
  

• Retail Assist Segment

  The local marketer is not focused on the national brand but does view it as a nice compliment to the primary brand (the store or business) that generates the customer traffic and garners loyalty.
  
  Saepio Client Brand Examples: Burt's Bees, HBO, Hill's Pet Nutrition, GM ACDelco
  

• Community Development Segment

  The local marketer is focused on building community around a brand concept of theme. There is often no product, per se, but human association or connection to an activity or cause.
  
  Saepio Client Brand Examples: Boy Scouts, Easter Seals (Easter Seals Case Study), Salvation Army
  

• Sales Assist Segment

  The local marketer needs to develop custom proposals to aid in sales activities.
  
  Saepio Client Brand Examples: Johnson & Johnson medical devices, Motorola
  

In future blogs, we'll dive deeper into how organizations within each of these segments build distributed marketing management solutions that are very different from organizations in the other segments.