Posts Tagged ‘LiveAdMaker’

Marketing Power Tools – Building efficiency through effective use of power tools

June 24, 2010

In the same way that two men using power nailers can roof a house in less than a day versus a week using manual hammers, our clients utilize LiveTechnology’s platform of marketing power tools to take cost, time, and hassle out of the process of managing large advertising production management tasks such as ad localization and versioning.  That said, in the same way that construction power tools have specific designed-in capabilities and are sized for the job at hand – so it goes for marketing automation.  In this issue, we take a look at how to evaluate how your organization could benefit from using LiveTechnology’s “power tools”.

A simple process:

When you boil down the process of getting an advertising or marketing message into the marketplace, it really comes down to three simple steps:

  • Create/Ideate:  In this process, the message is ideated, created, written, shot, recorded, etc.  Typically this function is performed by creative services departments at either agencies or within companies.  At this step, people think of the idea and then execute it into something that can be used in the second step.
  • Production:  Production is the process of synthesizing the output of the creative process into something that can be consumed by the third step …
  • Media and Manufacturing:  Media and Manufacturing is the process of utilizing the output of the creative and production steps to deliver the message to the intended audience.  This includes media outlets and channels such as newspapers, websites, magazines, TV stations, direct marketing and more, and includes manufacturing processes such as POP, printing, and more.

The process is relatively efficient and capital-intensive at the ends of the process – and has lots of room for improvement in the middle.

A Question:

Our clients often call us intrigued by the concepts and then struggle to apply them until we help them define how to judge whether or not you need “power tools” in your marketing.  The question always is “Well, how do I know if this is going to work for MY company?”

The Answers:

Don’t you love it when someone answers your question in the form of another question?  The answers lie the questions you should ask yourself when considering the question “do I need marketing automation at my company to help build efficiency in our marketing process.”

1)      Do you have dealers/stores/sales reps/franchisees that sell your brand?

2)      Do those selling your brand at the transaction level use your brand in marketing?

3)      Are those selling your brand locally using your brand correctly?

4)      Do you have directly-owned distribution or is it two- or three-tier?

5)      Do you frequently run advertising in multiple newspapers or print publications on the same day?

6)      Do you have the need to target your ad message to those receiving it?

7)      Do you run online advertising where the message is targeted to either the location or demographic of those viewing the site?

8)      Do you source-code or in some other way, uniquely identify your advertising and marketing materials for the purpose of tracking?

9)      Do you have your agencies create multiple versions of the same thing for any possible reason?

10)   Do you have the need to share your brand’s assets and information with partners or other entities?

Just saying “yes” to a single criteria means you should take a serious look at utilizing marketing technology to build efficiency in your marketing efforts.  Like the use of power tools, using marketing technology application like LiveTechnology’s LiveRetail and LiveMarketer products shouldn’t be done unless you’ve given serious consideration to the job at hand.  But, with a well-founded business case, and well understood marketing needs, marketing automation technology can save up to 90% on the cost of marketing versioning and localization, reduce cycle times by up to 75%, increase advertising accuracy to a rate far greater than what can be achieved manually, and finally, increase your distribution network’s satisfaction with your brand.

Conclusion:

Like a power saw or a power nailer, using marketing automation tools like LiveTechnology’s products, needs to be considered carefully.   But, given the right set of circumstances, the results can be stunning.

~ Stewart Campbell,

LiveTechnology in the Blogosphere

May 5, 2008

LiveTechnology was recently mentioned in the blog of Greg Sterling, the founding principal of Sterling Market Intelligence.  Following two posts about LiveAdMaker and local marketing breakdown, a spirited discussion followed about segmentation in the SMB/SME market.

LiveTechnology views businesses as “enterprises”.  This means that we view local businesses as a self-contained entity because the autonomy when controlling its local advertising and marketing.  For example, a Best Buy store may be a part of the national brand, but ultimately has control over local marketing decisions.  Additionally, the Best Buy is a reseller of branded products.  This creates an intertwined web of advertisers and marketers, both at the national and local levels.

To read more about Greg’s impressions of LiveAdMaker and the discussions about segmentation in the SMB/SME market go to:

http://gesterling.wordpress.com/2008/04/25/ill-bet-youve-youve-never-heard-of/

http://gesterling.wordpress.com/2008/05/05/reuvers-responds-to-smb-segmentation/

Read Greg’s blog at: http://gesterling.wordpress.com

What is Creative Versioning?

April 28, 2008

We often get asked, “What is creative versioning?”   Quite simply, creative versioning is the creation of multiple versions of the same marketing piece or advertisement but customized either for media outlet, demographic target or geographic location, to name a few common version types.

While this may not seem to be a big deal, imagine creating hundreds of versions of the same piece, but with slightly different dimensions for multiple newspapers.  This is exactly what happens at most advertising agencies that create advertisements for most clients.  It is very expensive and time consuming because a graphic designer needs to manually create each advertisement for each size.

Creative versioning automation tools end the need for a graphic designer to create multiple versions.  With automated creative versioning tools like LiveAdMaker, one set of rules is established for a piece and then the content follows the rules to stretch and shrink to the desired sizes and selected content.

Using creative versioning tools like LiveAdMaker, companies can execute campaigns faster (because it only takes a few minutes to create a high-resolution piece) and they can have more control over the content that is featured.  For a retailer like Macy’s or Wal-Mart, not all stores will need to feature the same items on sale, therefore traditional manual versioning is inadequate for today’s needs.  With automated creative versioning, retailers, and anyone who needs marketing materials, can finally make on the fly updates to marketing materials, selling the most relevant product at the best price for the local market.

You can learn more about LiveAdMaker at LiveTechnology.com or LiveAdMaker.com