SOURCE: Luma Technologies

Luma Technologies

August 03, 2011 08:15 ET

Luma Technologies Releases Field Marketing Optimization Survey Results

Marketers Share Efforts Needed to Deliver "One-Off" Assistance

REDWOOD CITY, CA--(Marketwire - Aug 3, 2011) - Luma Technologies, a global provider of an on-demand marketing platform for field and channel sales, today announced that according to results from a recent survey on Field Marketing Optimization, marketers spend much of their time creating so called "one-off" personalized and localized marketing materials for their field reps. When they don't do this, they are concerned about potential misuse of brands, logos and messages in locally-developed programs.

The report, sponsored by Luma Technologies, was conducted by Gatepoint Research. 61% of the responders are employed at the vice president level or higher and 8% hold C-level titles. All responders are employed by companies generating more than $1 billion in revenue. You can download the full survey in the Luma Resource Center.

Other Survey Conclusions

  • Customizing collateral is overwhelmingly (69%) the most common type of support headquarters' marketing staff provides for local field reps.
  • The most commonly cited concern about field marketing (67%) is the misuse of brands, logos and messages in locally-developed programs.
  • The most common way field marketers boost effectiveness of their programs is to personalize (64%) or localize (55%) their marketing elements.
  • Over half of the responders have needed to create personalized or localized "one-off" materials for field reps

Commentary

"The results of this survey show that marketers recognize the value of personalized and localized programs and also what a drain of time and resources it is to support these programs from headquarters," said Erik Laurijssen, Luma CMO and executive vice president of platform, alliances and channels. "The Luma platform enables marketers to keep the brand control they've deemed necessary, while offsetting the actual customization to the field rep level. Thus, companies can experience marketing that helps improve sales at a faster rate."

About Luma Technologies

Founded in 2009, Luma Technologies is a global provider of an on-demand marketing platform for field and channel sales. It enables medium and large companies such as Toyota, Mercedes-Benz, Coca-Cola, Bacardi, P&V and others to create personalized marketing materials on-demand, which helps save money and drive sales. Using this solution, companies offer their sales and marketing organizations better support, enhance their marketing flexibility and improve the effectiveness of their campaigns, while still guaranteeing brand consistency. Today, Luma International has offices in Antwerp (Belgium), Rotterdam (The Netherlands), Paris (France) and Redwood Shores, CA (USA). For more information visit www.lumacentral.com.

Contact Information

  • For more information, please contact:

    Kris Bondi
    Email Contact
    +1 650 425 6025