Meet the Unsung Heroes of Every Great Distributed Brand.
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They go by many names. District Sales Managers (DSMs). Field Marketing Coordinators (FMCs). Local Marketing Directors (LMDs).
But the titles and the acronyms aren’t the point.
Because no matter what name, whenever you look closely at strong brands that are killing it in local marketing, you find these people — dedicated to helping their local marketers (franchisees, resellers, dealers, salespeople) make success happen at the individual location level.
When we talk about “distributed marketing intelligence,” these are the folks who do the distributing. (Spoiler alert: Their intelligence is anything but “artificial.”)
When we talk about “brand activation,” these are the people who do the activating. They know when to ask permission from the brand authorities, and when (and just how far) to push the envelope in support of their local marketer’s objective.
These are the folks who put the “drive” in the CampaignDrive platform. Who find the insights that matter. Who help local marketers respond to competition, seize opportunities, and overcome whatever obstacle stands in the way of here-and-now success.
They come from every generation — boomers on down. They know an impressive amount about an enormous range of brand-building tactics and are always ready to learn more.
These are the folks that we at CampaignDrive by Pica9 have come to know as our power users. The document approvers. The template composers. The asset taggers and content managers, and marketing coaches.
These are the people whose individual, local successes roll up into regional and brand reports.
Which means that these heroes, too often, go unsung.
Instead of regular recognition from on high, though, these folks get something better.
They get the ecstatic phone call from the local operator who just ran the most successful event in the history of her business.
They get the huge hugs and high-fives at the annual reunion from franchisees who use the word “love” and really mean it.
They get the satisfaction of knowing that their work helps their franchisees hit their numbers, make their payrolls, support their families, and keep the lights on and the revenue coming in, day in and day out, year after year.
When our systems succeed, it’s because of these people. If our systems fall short, it’s because we need to find ways to serve them better.
Business gurus say that great corporate cultures come from a foundation of purpose and meaning. These people — and the local marketers they serve — put the meaning and purpose into their businesses.
They put the meaning and purpose into our business as well.
It’s been that way since day one.