Brands are purposely built and continuously supported to foster growth. Expansion is always the goal. In many industries, the adage you’re either growing or dying is a harsh but accurate reality.
Growth depends on internal and external factors. Businesses can control what happens inside their doors. They can also set the stage for success outside of their buildings by selecting the right partners.
Among the most important of those trusted relationships are the marketing partners. Their ability to fuel a brand’s growth — and keep pace with it — is crucial to scalable success.
Why is it that some marketing partners scale successfully while others fail? There are myriad factors, but among the most important is the ability to execute.
Let’s explore how a partner’s execution capabilities can propel or stunt a brand’s scalability.
How Does Execution Impact Scalability
As a brand grows, its needs and territories expand. Consider a mid-sized regional brand. Making the jump from five states to 15 or more is a massive undertaking — especially in terms of marketing. What was manageable morphs into a complex campaign that calls for flawless execution across hundreds or thousands of locations.
Different Audience Behaviors
Customers’ habits vary by region/territory. For example, areas reliant on mass transit don’t frequent gas stations as often, or see truck side wraps on the road as frequently. Conversely, both of those marketing opportunities are attractive options in commuter-heavy areas. Of course, regional differences go even deeper than modes of transportation. Things like colors, flavors, seasonality, and promotional hooks can vary widely from market to market.
Expanded Media Placements
As a brand grows, its marketing budgets and media placements also expand. Suddenly, there’s room and a need to add additional channels to the marketing plan. These include more robust in-store and out-of-home tactics.
Complex Logistics
The best marketing campaign in the world fails if the logistics are bungled. Planning, production, kitting, shipping, and installation of marketing materials must be tight. Look for a partner that consistently delivers an accuracy rate of 99% or better. That score is considered the industry benchmark for reliability.
Increased Volume of Materials
More places, more deployments, and more markets mean more materials to produce. In fact, the number of marketing items multiplies quickly as more media channels and markets are added. Colors, sizing, and substrates must be tightly aligned to create the intended impact across the campaign. Even minor errors in production can create greatly diminished results.
What It Takes to Execute Advertising Campaigns At Scale
The recipe for executing advertising campaigns at scale is simple. It takes technology, expertise, and a national footprint.
Technology
Large-scale campaigns exceed the capabilities of even the most elaborate Excel files. Efficient and accurate large-scale campaigns need a robust technology foundation. The best marketing partners will have their own proprietary platforms that connect every dot from planning to deployment to version control and reporting. One such example is The Engine from Momentara. Without a unified platform like The Engine, details get lost, deadlines are missed, and inconsistencies run rampant.
Expertise
Multi-region and national rollouts are no time for learning experiments. The knowledge curve is steep and costly unless the right actions are taken. There are gigabytes worth of nuances that brands need to know up front, plus reams of state and municipal laws governing advertising to consider.
National Footprint
Brands should insist on collaborating with an established marketing partner who has executed campaigns from coast to coast. Knowing the regions and audiences and having a network of pre-established relationships prevents issues from arising. It also expedites corrections and rapid replacements when things go wrong.
A nice-to-have is also a single, central production facility. When everything comes from one location, it’s easier to maintain consistency and quality standards.
As a rule, scaling is not the time to add greater complexity to the moment by outsourcing even more marketing relationships. Maintaining a single point of contact promotes predictable timelines, predictable quality, and predictable outcomes.
Why and How to Win When Executing at Scale
Benefits of Working With a Marketing Partner That Executes at Scale
- Faster time-to-market
- Agile promotion or pricing changes
- Higher in-store accuracy at lower operational cost
- Reduced execution errors means less waste and fewer reprints
- More reliable promo cycles for cleaner data and stronger attribution
- A more substantial, more consistent customer experience
- Confidence that national rollouts will actually look national
Must-Dos When Scaling Marketing Efforts
- On-time shipments for coordinated promotional windows
- Proper materials kitted and shipped based on accurate store profiles
- Consistent color/quality across production vendors
- Included mounting hardware, complete kitting, and accurate installs
- Photo verification and compliance tracking
- Real-time issue resolution structure
Ready to Master Marketing Execution at Scale?
Executing marketing campaigns at scale is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with the customer’s routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day. Whether your marketing needs are focused on future scalability or if you’re intrigued by the in-the-moment marketing opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
