OK, so you've jut put together the greatest campaign ever. How do you transfer your enthusiasm to your store network?

There's the usual tour of stores or cities to energise the store management and staff but by the end the energy levels of even the most resilient of presenters can flag somewhat. 

To counter this Cathy Player, Global Publications Manager at Howards Storage World, uses what she refers to as a Sizzle Reel - an engaging, high-energy wrap of the latest campaign to drive store management and staff enthusiasm (and anticipation) sky-high.

Repurposing content is not only cost-effective, it's remarkably quick both in terms of execution and delivery.

"When we launched our catalogue last year we looked at the option of producing a professionally authored Powerpoint presentation but couldn't see how that would communicate the energy to match that of the marketing team. I mean, we've all suffered "death by Powerpoint"!

"And we'd have needed around 1/2 hour to get everything across we wanted; we had to be more time-efficient. So we asked Cumming's to see what they could come up with.

"We were thrilled with the result. And it also gives us additional content to engage with our customers. So it's a win-win all round!"

Once you've created engaging content it's really a matter of seeing how you can leverage that as often, and to as many stakeholders, as possible to drive the ROI on your content budget. 

This is just one way.