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Inside Retail & Dashing Group

How to make localised marketing easy

One of the hardest parts of marketing a large-scale brand, whether it be nationally or internationally, is ensuring there is a solid, overarching message, but also that each market is receiving localised and relevant content.

This difficulty can easily be multiplied by using the vast array of media channels which are relevant in each market, and the challenge in creating marketing collateral across these channels.

In the past this led to a lot of requests for localised content to the head office marketing team, which would need to be created and doled out individually. Not anymore.  

Dashing Group has built a platform to solve this very problem, and to simplify and speed up the design process across multiple channels, and made it easy for this content to be localised at a store level. 

“Dashing X® is a platform for multi-site retailers to be able to log into at a store level, create branded marketing templates, and localise it for the area,” said Dashing Group account director Adrian Waugh. 

“It allows franchisees, store or regional managers, to have the freedom to personalise the marketing to the local area, but under the controlled approval workflow of head office marketing teams.”

According to Waugh, Dashing X® encourages marketers to create a branded template, which can easily be transferred from one channel to another, and allow each individual store to take care of localising the content within the template for their surrounding region.

“It allows the head office marketers to do what they want to do as a marketer, rather than being reactive and taking orders of what their franchisees and stores want to do locally,” Russell Kavnat, Dashing Group chief executive, said. 

“We work with the retailer or the franchise retailer to create a range of templates, which could be digital assets, a shopping centre standing digital screen, a printed banner, a postcard for letterbox distribution, or maybe a Facebook tile.

“These templates can then be easily customised by people at the store level to be more applicable to its local needs – but the template itself can’t go outside of what the marketing team designed, ensuring brand integrity.”

The Dashing X® platform can also act as a simplified ordering platform by syncing up and integrating with other providers, such as printing, social media or merchandise partners, to take out the back-and-forth processes of ordering – all the way from managing the marketing budget, to running ROI reports on what is being used and what is working. 

And, it’s already worked for a number of brands.

Mexican food chain Guzman y Gomez approached Dashing Group to build and maintain a self-service marketing portal for their franchisees to help streamline the ordering of marketing collateral.

Using the Dashing X® platform, its store managers now use a single, integrated platform to create locally relevant content – which has improved the effectiveness of the brands’ messaging. 

David Jones Food also saw Dashing X® create a tailored portal, which allowed the company to automate some manual aspects of its marketing, while streamlining the processes and maintaining brand consistency.

A few other major retailers are also using the Dashing X platform, such as OPSM, ANZ Bank, Pizza Hut, Woolworths, Laser Clinics, Boost Juice, and Target. 

“We know that localised marketing is working for brands, and what we can do is drive efficiency in the process and make sure it’s being done in a brand-aligned way, and provide a central platform to manage that whole process,” said Kavnat.

Request a Demo today to try the Dashing X® platform and receive a free personalised T-shirt!