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Introduction
If you are running marketing for a national brand, you know that what works in New York might not work in Texas. You need to tailor your message to the local crowd.
But managing regional campaigns is a logistical nightmare. You have dozens of regions, hundreds of stores and thousands of assets. If you try to do this with just email and Dropbox, you are going to burn out.
You need the right regional marketing tools to keep it all straight.
IRIS Strategic Marketing Support (IRIS) built GearBox® by IRIS to solve this exact problem. It gives your regional teams the freedom to execute local campaigns without breaking the brand rules.
Why Generic Tools Don't Work for Regional Marketing
Most marketing tools are built for the headquarters, not the field.
1. They Are Too Rigid
A national campaign might need a tweak for a specific region—maybe a different price point or a local sports team partnership. Standard tools often make it hard to customize just one part of an ad.
2. Approval Bottlenecks
If every single regional change has to be approved by the main office, your campaign will launch three weeks late. You need tools that automate approvals.
3. Inventory Confusion
Region A might need winter signage while Region B needs spring promo gear. If your system can't separate inventory by region, you end up sending snow shovels to Florida.
4. Tracking Is a Mess
It is hard to know which region is performing best if you can't track who ordered what. You need data broken down by territory, not just a big national number.
How GearBox® Powers Regional Marketing
GearBox® by IRIS is designed for the "distributed" brand. It respects the fact that every region is a little different.
- Regional Permissions: You can set the system so the West Coast team only sees West Coast assets. This cleans up the clutter.
- Customizable Templates: Let regional managers swap out a headline or an offer, but lock the logo and colors. It’s the best of both worlds.
- Territory Reporting: See exactly how much budget the Northeast region spent versus the Southwest.
- Smart Routing: If you have different printers for different regions to save on shipping, GearBox® routes the order to the closest one automatically.
Use Case: Applebee’s Executes Regional Campaigns with Precision
Applebee’s operates in neighborhoods all across the country. They needed a way to support national campaigns while allowing for regional variations—like specific menu items or local offers.
They utilized GearBox® by IRIS to manage this complexity.
With the platform, they:
- Delivered region-specific signage kits to thousands of restaurants
- Allowed local teams to customize templates within safe brand guardrails
- Streamlined the rollout of Limited Time Offers (LTOs)
- Tracked exactly when and where materials arrived to ensure timely launches
Read the Applebee’s Case Study
Conclusion
Regional marketing is powerful, but only if you can execute it efficiently.
If your current tools are slowing you down, it’s time to upgrade. GearBox® by IRIS acts as the bridge between your national strategy and your local execution.
Talk to IRIS to give your regional teams the tools they need to win.
