The Sweet Benefits of Putting Your Marketing Materials In An Online Storefront
a scenario most integrated marketers are all too familiar with: In an effort to
court a new customer or close a deal, one of your reps goes rogue with your
collateral, throwing together a flier with crazy stock
photos and an unauthorized logo, printed on garish neon paper. The
result makes your designers shudder and undercuts your brand. And the thing is,
the rep was only a phone call away from being supplied with quality collateral
that would have made the right impression.
solution is easier than you think! This is how one company turned that same
scenario into an opportunity to create efficiency and rapidly grow their
Mini Case Study: Baking
the cupcake craze of the late 2000s? This east coast bakery chain, originally
famous for their red velvet cupcakes, outlasted the trend and became a staple,
thanks to their authentically homey treats scratch-baked from the best
ingredients. The business expanded rapidly, and by the time they reached 15
stores, they were struggling with distribution of marketing materials. Employees
could order business cards online, but all other collateral had to be manually
ordered and shipped by a single marketing coordinator. Besides being a huge
drain on her ability to support the greater team, this manager wanted to protect
the brand and ensure that all employees were using the same materials.
together with their print vendor, they set up an online
for all printed materials – everything from menus and
gift certificates to brochures and rollout kits for new store openings. Pre-set
quantity limits are established to avoid waste and maintain cost control. All
items are drop-shipped from the print vendor, so the company doesn’t even have
to maintain an inventory.
quickly, the corporate office started seeing real benefits:
offerings create printing efficiencies and generate savings
up valuable employee time
the six years since establishing this system, the bakery chain has grown to 31
locations and plans for continued growth. Sweet!
Build A One-Stop
online storefront was a vital ingredient in the bakery chain’s recipe for
success, and it’s an easy one for integrated marketers to duplicate.
is a great place for the page to live; you can also build a
password-protected page on your website. Once you’ve established your
inventory, publicize the storefront with an email blast. Do whatever it takes
to get the word out – you’ll be surprised by what an immediate impact your new
collateral super shop will have.