How a network marketing company can lose control of its brand.
It’s sort of like the old party game, “Telephone.” You whisper something to the person next you, who in turn whispers it to their neighbor, who whispers it to theirs, and so on. By the time it gets to the end of the line, the message sounds nothing like what you originally whispered.
It’s no game
Direct-selling. Network marketing. MLM. However you say it, these companies can suffer from the same problem when it comes to their branding.
Network marketing companies invest heavily in their brand and messaging. They spend many thousands of dollars creating marketing materials such as video, audio, presentations and print pieces for their representatives to use. Ideally, the company’s efforts will remain intact all the way to the customer.
It’s important to realize, however, that distributors are actually expending their efforts building THEIR businesses. And not everybody is a network marketing expert. The company may not have much control over what happens to THEIR brand and messaging after it leaves the front door.
Consider the following scenarios:
Video
A marketing team just spent tens of thousands of dollars on a new product video. Now what do they do with it? They could post it somewhere on the website and hope distributors either stream or download it. But who’s to say what happens with the video from there? Maybe a consultant will place it in a PowerPoint presentation. If so, how sure can a company be that the presentation fully honors its branding and messaging?
Presentations
How about that 12-slide PowerPoint business opportunity presentation the marketing department just finished? You can post it on the company back office site where representatives can download it. Remember, the consultant is promoting his or her own business. So it’s highly likely that they might dig in and edit the PowerPoint to personalize and customize it for them. How much brand/messaging control might the company lose in that process?
eCards/Invitations
Consultants could also be subscribing to third-party eCard or online invitation providers to get their message out. While there are many quality online solutions, they are somewhat generic and don’t provide any kind of consistent corporate branding.
So what to do?
The $64,000 question:
How can a company provide quality materials that THEIR consultants can use to promote themselves and still maintain the integrity of THE CORPORATE BRAND and messaging?
This was the driving force behind the development of the ROQlogic Media Center. We realized that there was a real desire in the industry for a solution that not only made it extremely easy to distribute content—from video and audio, to print materials and online presentations—but also to provide corporate control over what a specific brand looks like all the way from the consultant to the prospect or customer.
Simply put, there’s nothing else like the Media Center in the industry. It provides a centralized, controlled environment for a company’s multimedia content where distributors can:
- Send an online, multi-slide presentation—complete with audio and video
- Post a video or presentation to their social media sites
- Download a video or email it to a prospect or customer
- Download a presentation for offline viewing on their computer
- Downloaded a high-resolution, print-ready PDF file
Creating Brand Partners
The beauty of the Media Center is that it not only automatically personalizes everything for the consultant, it gives the corporation complete flexibility as to what can and can’t be changed, and therefore what is and isn’t communicated. That puts the company back in the driver’s seat and in control of their brand! Furthermore, it empowers consultants to become BRAND PARTNERS with the company.
I urge you to visit the rest of our website and find out more about what the ROQlogic Media Center can do for you. And I invite you to comment below. I look forward to your thoughts and ideas.