How you can support your sales partners in channel marketing — definition, benefits, different types of channel marketing and challenges at a glance.
How you can support your sales partners in channel marketing
In the past, sales channels in many companies were rigidly based on industries and sectors. However, due to the development of the Internet, the use of social media and the associated changes in the customer journey, attempts are being made today to optimally adapt sales channels to the various needs of customers. However, since there is usually not just one specific customer group, but different groups of people should be addressed, it is It is important to find the optimal sales channels for every product or service. This customer-oriented marketing and the right channel marketing can be based on Market research and the detailed analysis of target groups and their buying and media behavior are planned in the best possible way.
What is channel marketing?
In general, there is no longer just one right way or place to sell and market a product or service, but many different sales channels. Digitalization and globalization mean that there are more and more sales channels available where one's own goods can be offered. The channels are the paths that the product takes from the manufacturer or brand to the end consumer. This can via a direct (online) shop take place, or through sales and distribution partners (e.g. dealers). On the Customer journey, the product's journey to the customer, Every touchpoint is important and can influence the final sale. Effective channel marketing therefore means to find sales partners who support the successful path of the product to the customer and offer new pathsto market or distribute it (whether at the POS or on social media). The type of sales on which channel marketing is based is indirect sales. Here, the goods are brought to customers and communicated to customers via (independent) sales or sales partners. In doing so, the manufacturer or brand is trying To gain recognition and expand the overall brand image through distribution partners. For this to be successful, the right partnerships must be developed and maintained for channel marketing. In general, various channels and marketing are not only relevant for large companies and brands; smaller manufacturers can also benefit from the various sales channels and increase their awareness.
The different types of channel marketing
To-partner channel marketing
These are communication measures aimed at our own sales partners. In particular, they help to maintain and build relationships with sales partners and create a basis for successful end customer marketing.
Through partner channel marketing
In the case of through partner activities, the advertising content is delivered by the company, but the marketing is carried out entirely by the sales or sales partners. The sales partners act as a mouthpiece for the brand.
With partner channel marketing
In contrast, with partner channel marketing, a joint marketing strategy is being worked on. Here, the brand and retailers or distribution partners* promote the products and services together, usually under both names.
What are the benefits of channel marketing?
In general, channel marketing and the indirect sales the opportunity to better meet the needs of customers and to always use the right channels to market the various products and services. Local sales or sales partners are particularly suitable for thisbecause they are directly on site and close to the customer are. As a result of this spatial proximity, be communicated more directly to customers and new trends and challenges on the part of customers are noticed directly and quickly. As a result, they build Sales partners have extensive knowledge of the local target group from, which is also important for the entire brand and the future planning of products and marketing measures. They know whether their customers are more likely to be found online or locally and which social media channels they use. Channel marketing also offers the opportunity through marketing cooperation to Share and reduce costs, as a result of which, on the part of the company as well as the sales partner, a Win-win situation can be achieved.
- Direct marketing and communication on site or on the Internet
- Exchange with customers and early identification of trends (e.g. social media)
- Local contacts and regional orientation
- Shared advertising costs and efficient resource management
What are the challenges?
In general, however, the various channels and thus the sales partners should be selected with care. Only a well-structured and planned partnership can lead to greater success for both sides. When selecting potential distribution partners, it is important to pay attention to the target group and expertise and to analyze the products, competitors and markets served. In addition to the many advantages, channel marketing also poses challenges that need to be overcome. Especially when working with smaller, local sales partners, it can happen that There is still little marketing know-how available locally. Sales partners usually do not have their own marketing department and the uniform implementation of marketing on various channels can prove difficult. Smaller sales partners in particular are often more focused on sales and may need more support in planning and implementing marketing campaigns. It is also important here Set uniform messages and goalsto avoid potential conflicts between the brand's intentions and the partner's personal goals.
Software support in channel marketing
In order to make the implementation of marketing projects as easy as possible on the part of sales partners and the brand, it is recommended select joint software support that covers the entire channel marketing. In particular, this focused on marketing portals, through so-called Through Channel Marketing Automation Systems (TCMA for short). Such a portal usually offers As a software-as-a-service solution, the ability to access marketing content, campaigns and guidelines from anywhere. The company offers distribution partners in the marketing portal, offers a wide variety of marketing channels and materials, which can be edited, adapted and ordered or published directly by sales partners using templates. This means that every sales partner has even without marketing knowledge, the opportunity to use the portal and create your personal Build up a marketing mix (online and offline) and to advertise along company-wide marketing campaigns. This allows both classic advertising materials but also campaigns for the Internet or social media can be created. Marketing portals also offer the option of saving corporate design guidelines and digital assets, such as images, videos or files, and passing them on to sales partners. Together with the opportunity to improve communication and carry out analyses of marketing campaigns, Such a portal offers a platform on which all channels can be viewed. This allows you to achieve channel marketing goals together with your sales partners.
Channel marketing in the use of advertising measures
In addition to classifying sales channels and sales partners as channels, channels can also be the ways in which you publish your marketing materials. The trend here is clearly towards the use of various forms of distribution. Digital marketing platforms such as Social media, online or email marketing is combined with classic printed products. The best channel is selected depending on the target group and customers. Here, a distinction can be made between cross-channel marketing and multi-channel marketing.
multi-channel marketing
In multi-channel marketing, campaigns and content are only published on the various channels. However, each channel (e.g. email, print, out-of-home, etc.) is considered individually and served independently of each other. This means that the content and products that are to be promoted are published on as many channels as possible.
cross-channel marketing
In cross-channel marketing, on the other hand, each individual channel is coordinated with the other channels and campaigns are placed depending on the chances of success. For example, some campaigns may run purely online (email, website or social media), while other campaigns are more cross-media.
