The marketing group of a retail brand owner is often now looking for ways to reduce the production costs of creatives. With an ever-growing need to manage local tastes and demographics, maintain brand consistency and, at the same time expanding the range of channels available for a campaign, the sheer volume of materials can be massive!
Furthermore, meeting these needs – producing more and reducing costs – are generally mutually exclusive!
The Wave2 Dynamic Publishing solution is suitable for any organization looking to drive down the costs of producing creative material, enabling a wider range of channels per campaign, and improve deadlines and ability to handle short notice changes and production on demand.
In addition, these same organizations often have a need to localize the creatives for each campaign. This can be costly, error-prone, and uncontrolled. Wave2 solves these problems by allowing the local organizations to edit master creatives, while ensuring that the result is always “on-brand” and conforms to the necessary legal requirements.
With Wave2, designers do not work directly on finished materials, but rather on a multitude of layout templates and pieces of content, all of which confirms to the brand guidelines and legal considerations, set by corporate. Authorized users, local or remote, can then combine the templates and content pieces to create any number of finished collateral, be it in-store signage, flyers, print ads, targeted campaigns, shelf edge, social media or other. Even in different languages! The templates ensure that the end-result always stays on-brand and is consistent, regardless of language or local branch.
Corporate organizations and brand owners may have their own in-house production studios and will create the templates themselves, using the very same tools they already have – Adobe's Creative Suite. Others will have outsourced all creative production to an agency (either their creative agency, or a separate production agency). In this case, they often involve their agencies in discussions about the Wave2 solution, as they will be likely to be the people who will set up templates etc.
Retailers have a need to produce large volumes of creative material, at quite short notice, and sometimes also to localize them. Marketers need to be able to respond to various factors (such as weather), supply issues, and stock levels.
The Wave2 Dynamic Publishing Solution makes it possible to both save cost and produce material on demand to address these needs.
Sign-up for our up-and-coming Webinar – Dynamic Publishing for Retail Brands
November 20, 2019 – 11:30 am EST