Local campaigns in the context of your own business
Decentralized dealers, consultants, branches or national country representatives can participate in the global HQ campaigns.
(„dealer“ will be used as a proxy within this document).
Here, global content is conveyed to the target groups, but it is not in context with the local and individual activities of the dealers.
For an active individual local lead management, local content would have to be used in regional campaigns.
This would mean that central marketing would have to build a separate campaign for each dealer.
This is not economically feasible.
However, dealers cannot create their own campaigns either, as the marketing automation solutions are very complex to operate.
The all-in-one tools available on the market also require knowledge of corporate design, graphic skills and knowledge of the software.
Conclusion: There are no local campaigns that are initiated and played out by the retailer.
This is where SNELLO comes in.
SNELLO adds the individual component to the global campaign tools. Dealers can now run their own campaigns - with their own content and to their own target groups.
Existing CRM systems can be integrated and existing target groups can be used.
By connecting to a PIM or ERP system, product texts, prices, emission and consumption values, general terms and conditions, etc. can be automatically imported.
A simple creation/editing wizard guides the user through the process of producing and sending newsletters.
Optionally, the hybrid approach is also possible. In this case, the template also contains fixed content that is provided by the headquarter.
The retailer can include their own content and also use global content provided by HQ.
The local reference of the message to the retailer and the local target group increases the acceptance of this campaign content several times over.
Areas of application:
Stores, national companies, franchises, resellers.
External Communication and Public relations
The press department operates a content database or special landing pages in which texts, images and videos on events or other topics of the brand or its events are stored.
External 3rd parties, such as journalists, receive a newsletter when new content is available, with links to the relevant media. The aim of the newsletter is therefore the use of the centrally provided content by a fixed group of people.
The solution is not used here for lead generation, but as an update service for external and for the distribution and provision of content.
The solution is also used as a distributor of press releases. The simple use of SNELLO is also here the guarantor for a high degree of utilization.
Generically formulated:
Content is available for consumption and is maintained and expanded by editors. These editors can report the new content or the new version to the audience so that the audience can consume this content, because it was created for this audience.
Areas of use:
Universal in all areas of the organization
Internal Communication and Employer Branding
The concept of corporate identity was coined by US advertising consultants in the 1970s.
The idea behind it is that a clear identity makes a company unmistakable and can help it achieve its corporate goals. The CI shapes the impact of a company both internally and externally.
The development of a distinct personality for the company should be strategically planned according to the company’s mission statement.
The aim is to ensure a consistent presentation of the company to the public as well as to the employees. To this end, all corporate activities must be coordinated and harmonized.
This also includes the visual appearance of the company, its behavior and corporate communications.
However, consistent adherence to the CI is a major challenge for companies.
Consistent employer branding helps to increase the emotional attachment of employees to the company and promotes identification with the company’s brand.
SNELLO is a simple tool for internal email communication - 100% CD compliant and brand resistant.
Areas of application:
Universal in all areas of the organization
Internal reporting Business Intelligence
Internal processes are monitored and analyzed by BI tools. The results are usually presented in dashboards or visualized by ad-hoc reports. The results of these regular analyses must be made available to a special group of people as a basis for decision-making. This information must be flexibly retrievable - especially prepared for mobile.
In the absence of functions in the BI solution, the export and distribution of Excel lists is often resorted to in order to somehow distribute this urgently needed information. The manual effort is high and the process error-prone. Retrieval via mobile is inconvenient.
SNELLO takes care of all 3 issues:
• Collecting the data from the BI tool
• Graphic preparation in corporate design (mobile first)
• Dispatch planning distribution list and schedule
as well as manual dispatch
An XML snippet receives the path (configurable), where daily at a time (configurable) the report is available as XML file. The report is prepared in graphical form (table or graphic). In the integrated dispatch manager, the recipient list and the time based dispatch planning are mapped. Between the availability of the data and the dispatch of the mail, a period of time is available in which manual control of the otherwise fully automatic process is possible. This also allows exceptions to be mapped in the process.
Fields of application:
generic: internal reporting
Marketing of paid online content
Publishers and other content producers must market digital offerings/content as subscriptions or one-time purchases. Content creators or content marketers can use individual newsletters that belong to the context of the product for targeted promotion. Leads can thus be expanded and encouraged to sign up for the subscription/purchase.
Classic lead generation, customer journey and lead nurtering with SNELLO.
Areas of application:
Publishers and publishers of digital content
Multi-brand organization
Large global brands often have sub brands or divisions with their own corporate design.
Decentralized units are then assigned to one or more of these sub brands.
The decentralized brand managers and online marketers can thus quickly and efficiently create and roll out their own campaigns with their own themes in a regional context and their own target groups without a central marketing or online department. Rolling out email campaigns quickly and efficiently.
The rights/role concept for the decentralized users and the integration of the brands and templates into the organizational structure ensures 100% that brands and templates are always available to the intended user group.
Areas of application:
Retailers with one brand or multiple brands
Corporate organizations
Different divisions with their own brands
Rule communication based on order history
A use case from the B2C area.
If products purchased once are likely to be purchased again, hyper personalization is implemented based on the purchase history.
The customer account notes the buying habits and which products have been purchased regularly.
If the product is on offer, all buyers of this product are informed.
Dynamic landing pages to the producers of the product are then also possible. Repeat buyers tend to identify with the manufacturer/producer and are open to further content or CTAs.
Further services, events, sights in the local area of the producer could then be described there, which encourage the buyer to visit the producer, event, sightseeing in the region of the producer.
Application areas:
Retail, Franchise
Events - Attendee management
With CRM connection invitations are sent to potential visitors of the event. After the DOI, the interest or industry/company (in case of trade fair) is entered on a form. The lead then receives additional information about the event/trade fair by mail and the probability of a visit increases.
Classic lead generation, lead journey, lead nurturing to completion - feedback to CRM and lead history building.
Field of application:
Trade fairs, events
Typical pain points
Currently, the use of decentralized newsletters is unusual, because the technical requirements did not exist until the launch of SNELLO.
We have identified the following pain points without SNELLO.
The handling for the sender is too complex.
There is no time for training/onboarding for the global enterprise solution.
The cost of a new template is too high.
Often the template is crushed during the dev.
The time from idea to finished template is too long.
The quality of the template is not sufficient - everything looks different on the different browsers of the devices.
With SNELLO these problems are solved.
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