1. Saepio
Learning
Series
How
DMM
Distributed
Marketing
Management
MAM
and
Marketing Asset
Management
WORKS
for Companies
of All Sizes
Not just for the big guys

2. How
DMM
Distributed
Marketing
Management
MAM
and
Marketing Asset
Management
WORKS
for Companies
of All Sizes
Not just for the big guys
Introduction
An all too common misperception is that marketing asset management (MAM) and dis-
tributed marketing management (DMM) platform technology is only for the “big guys,” the
large companies with huge budgets. That’s just not the case.
Understandably, solution providers (Saepio included) often emphasize their power brand
clients in webinars, case studies and sales presentations. But if your company doesn’t fit the
“big guys” definition, don’t overlook the benefits DMM can deliver for you. In fact, if Small
and Medium Business (SMB) describes you, you may derive more value from a DMM solu-
tion than the big guys do.

3. Large or Small, Same Challenges
As an SMB company, your challenges aren’t all that different from the large corporation. Like
them, you have a brand identity that you are dependent on local marketers to represent
properly in a local context. Like them, you are looking to move content more quickly to
market and to enable local marketers to participate in content creation, but within boundar-
ies, something Saepio likes to call “Freedom within a Framework.” Like them, you’re looking
for ways to lower content creation and delivery costs.
The only major differences are the size and scale of the network you support and the num-
ber of national ad campaigns that you must coordinate local messages with.
Take, for example, three Saepio client comparisons.
In the food/restaurant space, Saepio software supports solutions for both McDonalds and
Great Harvest Bread Company. While the two are very different in the number of locations,
they derive similar value from distributed marketing management technology. As the “big
dog,” McDonalds obviously has more locations and more general brand ad spend. But local
messages still need to be brand compliant. With less advertising “air cover,” Great Harvest
needs more of the marketing to happen at the local level, but still needs local messages to
be brand compliant.
The story is the same in retail. Two hardware chains, True Value and ProBuild, both use
Saepio software to power their local marketing platforms. Both look for efficient content
creation, the ability for local store managers to influence content selection and the ability to
quickly bring marketing messages to the local trade area. They just do it on a different scale
in terms of markets.
Finally, a quick comparison in healthcare. Several
of the nation’s largest for-profit health systems
including HCA use Saepio solutions to localize
content for their hospitals, physician practices,
specialty clinics and other health care services.
By sharing content and making localization easy
across all of their markets, huge cost savings are
realized. But the same story is true for the single
city hospital systems that use Saepio too. In fact,
as we’ll explore later, they often find a broader
use for the platform.
To learn more about
how HCA uses Saepio’s
solution to localize con- http://info.saepio.com/
tent, read “Frost & Sul- frost-brand-effectiveness
livan: The Road to Brand
Effectiveness.
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

4. Local Markets Are All the Same Size
While parent corporations vary in size, local market trade areas rarely do. As an example, a
quick serve restaurant connected to a large corporate brand most often has a nearly identi-
cal trade radius as does a QSR connected to a smaller brand chain. Thus, the local market-
ing strategies are largely similar. If anything,
the smaller brand needs more local marketing
resources to counter the national ad buying
power of the larger brand. Typically, the market-
ing resource center solutions for the large and
SMB corporations look very similar.
To bring this concept
to life, read more about
how national brands
localize digital ad
creation and placement
using Saepio solutions.
http://info.saepio.com/mam-
digital-display-banner-ads
How Many Locations Does it Take to Return on the Marketing
Investment?
A common, natural question is “how big does my location footprint need to be?” The right
answer is “there isn’t one.” Saepio historically has used a 50+ locations number, but several
clients with much smaller footprints are driving strong ROI.
The fit for and potential ROMI from a DMM platform in your organization depends largely
on what local marketing support you provide and how you provide it. A Saepio worksheet
and a Saepio paper can help you explore these areas. First, complete the worksheet on the
next page to determine what type of marketing activities you currently provide that could
be moved to a DMM platform and what activities you aren’t providing but could if you had a
system.
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

5. COMPLETE THE
WORKSHEET
BELOW WORKSHEET
Corporate Local
Marketer Marketer
Bag Stuffers ......................................................... ....
Billboards ............................................................. ....
Brand Guidelines ............................................... ....
Business Cards and Letterhead .................... ....
Business Forms .................................................. ....
Case Studies ........................................................ ....
Counter Toppers /Table tents ....................... ....
Coupon ................................................................. ....
Customer Events ............................................... ....
Digital Signage (flash or Jpeg) ..................... ....
Direct Mailers ..................................................... ....
Display ads (Flash Jpeg Animated GIF) .... ....
Door Hangers...................................................... ....
eBrochures........................................................... ....
Email ...................................................................... ....
Employee Handbook ....................................... ....
Facebook Posting.............................................. ....
Flash Video........................................................... ....
Hard Goods.......................................................... ....
Images / Logos ................................................... ....
Landing Pages .................................................... ....
Linked In .............................................................. ....
Newsletter ........................................................... ....
Postcards .............................................................. ....
Press Releases .................................................... ....
Print Ads ............................................................... ....
Product /Service Fliers..................................... ....
Promotional Banners ....................................... ....
Proposals ............................................................. ....
Radio and TV ads ............................................... ....
Shelf Talkers / Hang Tags ................................ ....
Store Signage ..................................................... ....
Text Messages - SMS ........................................ ....
Twitter Tweets .................................................... ....
White Papers ....................................................... ....
Other...................................................................... ....
Other...................................................................... ....
Other...................................................................... ....
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

6. Next, conduct a review of your potential savings from a DMM platform. To do this, down-
load the Saepio guidebook, “Assessing Your Cost Savings Opportunities”
Finally, keep in mind that solution costs scale
based on the number of users, assets and data
transfer expected for the solution. As an SMB
company, your assets may be similar to a large
company’s solution but your users and data
transfer utilization will be significantly lower.
And, keep in mind the harder to quantify
benefits… If you are a franchise that is plan-
ning explosive near term growth, implement-
ing and establishing a DMM or MAM platform
and practice is easier to accomplish before the
growth and easier to maintain if it’s already in
place before the growth occurs. And, it doesn’t
hurt to be able to tell prospective franchisee’s
that you have the solution in place for them
once they start!
http://info.saepio.com/
white-paper---ROMI-assess-
ing-cost-savings-opportu-
nities
Broader Use for SMB Organizations
While it may seem counter intuitive, SMB organizations can actually experience a much
broader range of benefits from a DMM platform.
Large corporations are saddled with siloed marketing teams and processes and a myriad of
legacy technologies. Here are just three examples:
• In a large corporation the email marketing and social marketing teams may be in differ-
ent parts of the world, let alone not knowing one another. Coordinating is difficult. SMB
teams are often in the same building and/or highly engaged with one another.
• In a large organization, a number of legacy agencies create content for social, or email,
or direct. Each has an agenda and the corporate marketing team has to translate that
into a coordinated process for local application.
• Large corporations typically have large technology footprints with large processes.
While not inherently bad, getting local access to systems and assets can sometimes be
challenging.
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

7. In contrast, an SMB may find a distributed marketing platform useful well beyond the sup-
port of the local marketers. Possible use cases, for example, are:
http://info.saepio.
1. Using the platform as the organi- com/maximizing-
zations marketing Digital Asset the-value-of-
digital-asset-man-
Manager (DAM). To learn more about agement-for-your-
using the platform as a DAM read, marketing-team
“Maximizing the Value of Digital Asset
Mangement for Your Marketing Team.”
2. Running corporate led multi-chan-
nel campaigns from the platform. http://info.saepio.
com/turn-key-
This can eliminate the need for multi-channel-
separate providers for email, landing campaigns
pages, social posts, direct mail, prod-
uct sheets/fliers, print ads, signage
(digital and traditional), digital display
advertising and mobile marketing. To
learn more about running corporate
led multi-channel campaigns from
the platform read, “Turn-Key, Multi-
Channel Campaigns for Local Market-
ers. http://info.saepio.
com/mam-budget-
3. Managing the corporate mar- manager-for-cor-
porate-and-local-
keting budget. Built in budget marketing
management, while applied to
local marketers, can be used at the
corporate level too. To learn about
managing budget for corporate and
local marketing read, “Saepio Market-
Port Key Features Overview: Budget
Management for Corporate and Local
Marketing.”
http://info.saepio.
4. Automating marketing fulfillment. com/automating-
The same channels used to auto- marketing-local-
ization
mate marketing campaign execution
for local marketers can automate
campaign execution for corporate
marketing too and lead to the same
impressive level of cost and time sav-
ings. To learn more about automated
marketing fulfillment read, “Automat-
ing Marketing Localization.”
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

8. Next Steps
DMM and MAM technology is clearly not just for the big guys. To learn more about how a
DMM/MAM solution from Saepio could benefit your organization, visit www.saepio.com, or
call Saepio at 877-468-7613.
Or, to set up time to speak to an account executive and learn more about Saepio solutions,
request a demo at http://info.saepio.com/demo-request, or by clicking the button.
Request a Demo
http://info.saepio.com/
demo-request
How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys

9. About Saepio
Saepio makes it easy for corporate and local marketers to build and run effective and en-
gaging all-channel marketing campaigns. Saepio’s powerful MarketPort marketing platform
starts with easy …
• Easy to Build and Run Cross-Channel Campaigns because everything – email, land-
ing pages, social, mobile, digital banner ads, signage, print ads, direct mail, and much
more – are all managed in a single, integrated digital marketing platform.
• Easy to Maximize Brand Value at the Local Level because local and corporate mar-
keters share a single platform but experience the same platform differently based on
their roles. Brand control, speed to market, and content localization is all easily accom-
plished whether messages are for local, national or global audiences and corporate
marketers can easily assign campaign tasks to local marketers.
• Easy to Engage Customers with personalized, relevant messages because corporate
intelligence gleaned from CRM data, customer analytics, consumer actions and more
can determine what content is served when, where and how.
• Easy to Automate Marketing Fulfillment because robust workflow enables every
cross channel customer touch point to happen automatically whether launched by
corporate marketing, initiated by a local marketer or triggered by a customer’s action.
This robust yet simplified approach to today’s complex marketing challenges is in use at
hundreds of leading companies and organizations, including many of the world’s most
powerful brands. It is transforming the way corporations focus and manage their marketing
efforts in a world that introduces new channels, new competitors, new regulations and new
opportunities at every turn.
Visit Saepio.com, email sales@saepio.com or call 877-468-7613 to learn more.
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How Distributed Marketing Management and Marketing Asset Management
Works for Companies of All Sizes Not just for the big guys