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.
With local microsites AND a global website, companies are now in a position to tailor their message like never before. Local microsites will maintain the look and feel of the corporate brand while customizing their content to the local community they serve. Meanwhile, the corporate site can become a global resource of company and product information.
Sounds like the best of both worlds to us...
With local microsites AND a global website, companies are now in a position to tailor their message like never before.
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).
Local websites can create targeted messages to capitalize on what is going on in the local community - all while maintaining the mass marketing message of the corporate website.
Maintain your company's style with consistent branding while at the same time allowing microsite owners to create substance for your customers with targeted content.
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.
Example: Retail Marketing