The moment of truth for CPG brands is at the point of sale, so it’s critical to get the right materials to the right retailers at the right time. This process should be simple since things need to move fast whenever there’s a new product launch, seasonal promotion or limited release to a particular region.
Often those retailers will need to customize materials for the specific situation. Mom-and-pop stores might not have the tech savvy to quickly modify complicated files, and big retailers will expect ease and efficiency. There might be hundreds or thousands of retail partners to coordinate with, increasing the chances of a branding miscue.
This is a familiar challenge for Elmer’s, the crafty maker of adhesives and project supplies. The company needed a better way to keep thousands of retailers on the same brand page while allowing them the freedom to customize aspects of promotions and displays specific to seasons, products and regions. At one point, the company was emailing creative asset and messaging updates to its network of retailers. It was a lot of slow, manual work that left far too much opportunity for costly mistakes.
Elmer’s now uses digital templates to allow retail partners to customize assets within brand-approved guidelines. Elmer’s can lock down the design elements while leaving areas of editable content for retailers to adapt to their locations. Best of all, this happens through an intuitive interface that’s easy for retailers large and small.
Now Elmer’s products are the first to appear on back-to-school promotions and in-store magazines because, obviously, the brand is huge, but also because it’s so easy for retailers to pull the latest brand-approved assets.
Three takeaways from Elmer’s experience:
- Allow retailers to customize and localize promotional materials while maintaining brand and design integrity.
- Make it easy for people who may not be as computer savvy or willing to dedicate design time.
- Centralize distribution controls and access rights so the right partners get exactly what they need when they need it.
Find out how Tabasco, Jack Link’s and Method solved their creative workflow challenges, read Brand Management for the Modern Marketers.