Printed catalogs and sales collateral are far from dead. In fact, they’re still alive and as valuable as ever. For your sales and marketing teams, they are highly-effective tools that serve many purposes. They inspire purchases, act as a “shopping assistant” to drive cross-channel sales, and help connect clients and customers to your brand. Yet organizations tend to hit a wall in print and digital publishing when the information needed to create materials is inconsistent and scattered throughout various systems. Let’s look at eight ways your marketing and sales teams can utilize a Multichannel PIM Publishing system with Adobe® InDesign to create successful campaigns across clicks, bricks and page flips.
PIM-Powered Print & Digital Publishing
It’s time to take control of your catalog and collateral production, along with the product information that underlies it.
Product Information Management (PIM) and Master Data Management (MDM) technology with Multichannel Publishing functionality and InDesign tools help sales and marketing teams to:
- Access centrally-managed product content with accuracy and consistency
- Repurpose it across all print and digital channels
- Streamline and automate tasks involved in catalog design and production
Ultimately, a PIM Publishing solution allows users across your organization (particularly non-designers) to customize their own high-quality materials from pre-approved content. Furthermore, it coordinates and synchronizes content to your digital and e-commerce sites with rapid, real-time updates.
This type of fluid, effective product information helps users across your organization achieve the following eight sales and marketing benefits, as seen with the EnterWorks Enable™ PIM/MDM solution.
8 Ways PIM Publishing Empowers Marketing & Sales
#1: Targeted, Localized Messaging
PIM Publishing enables franchisees, branch managers and distributors to create their own localized materials while still preserving the brand. Users can customize catalogs and sale sheets, pricing specific to regions, or discounts for particular audiences.
Take a restaurant chain, for example. A franchise manager can tailor materials for his/her specific market or region by pulling content directly from a central source and then customizing the piece to meet their needs. A seasonal menu is a great example of this functionality.
#2: Self-Service Collateral Creation
With PIM Publishing, users enjoy Web-to-print self-service collateral creation. The InDesign tool is extremely easy to use, and allows even non-designers to produce professional-looking, brand-compliant materials in minutes, ready to be e-mailed or printed. No programming or scripting required.
#3: Preserve & Strengthen the Brand
A crucial component of PIM Publishing is the ability to control branding and messaging through pre-approved templates and content. Although users create their own materials, the product information is pulled from the central PIM repository. All content and images are therefore accurate, up-to-date, and consistent across channels and printed materials.
#4: Shortens the Sales Cycle
PIM Publishing empowers sales reps to shorten the sales cycle with professional-quality catalogs and collateral targeted to their prospects’ specific interests. Meanwhile, the InDesign tool dramatically reduces the time it takes to create and publish materials.
#5: Marketing On-the-Go
Because PIM Publishing is Web-based, users can create materials wherever they are – on sales calls, at partner sites, from airports and hotel rooms. Talk about empowerment!
Over the course of minutes or hours, a user can: Choose a template; quickly customize with content; route for automated approval; send to a printer or vendor for publishing; and then, if needed, distribute to Web, CD or a mobile device.
#6: Agile Response to Opportunities
The flexibility of PIM Publishing means sales and marketing personnel can respond quickly and effectively to new clients and sales opportunities.
Locating and pulling the most relevant product information from the central PIM system is made easy through powerful keyword and search features. Users can add tags, keywords and other metadata to assets for rich searchability.
#7: Collaboration & Automation
Automated workflow sends alerts and approval requests to predetermined users. Automated approvals, updates and content collaboration speeds the production process. Workflow also reduces time, costs and errors.
#8: Customer Satisfaction & Trust
Finally, all of these elements work together to create a brand image that communicates consistency, accuracy and relevancy. Targeted materials also help improve the relationship between the sales/marketing rep and the customer. Positive experiences with your company will ultimately result in repeat customers, brand loyalty and trust.
Contact us to learn more about how EnterWorks Enable Publishing with InDesign can empower distributors, retailers, branch offices, marketers and sales teams to customize and create their own catalogs and collateral, while maintaining your corporate identity and branding standards.