Example: Retail Marketing
A retailer with several stores nationwide runs the same promotion everywhere regardless of the season. The local Miami store is forced to promote winter outerwear in January - during a prime swimwear selling opportunity. Who needs a parka in Miami when shoppers are looking for bikinis?
To solve this conundrum, the retailer could implement ClickWrite with local microsites in conjunction with local promotions allowing them to target locally appropriate selling opportunities. In Minneapolis, the January Polar Parka Sale is a huge success. In Miami, the January Bikini Blast has the beaches teaming with new bikini wearers. All while maintaining the annual nationwide January White Sale this retailer is known for.
The local microsites allow the syndication of a non-location specific promotion (White Sale) while simultaneously making it possible to target what's important to the local population (Minneapolis = parka, Miami = bikini).
When a company has only one corporate website, there is a distinct disconnect from a local market. It's really hard to make a message sound local when it's displayed on a website designed for everyone in the world to see.