Winning in Channel Marketing
Win. Win. Win.
Channel marketing has changed dramatically in recent years due to the complexity and variety of options becoming available for consumers. Marketers have had to step up their game in order to make sure they are eliminating unnecessary barriers for consumers who are shopping in-store. Certainly, the internet has changed the way we shop completely with online shopping more competitive than ever. That doesn’t mean that brick and mortar shopping experiences are going away anytime soon. So how can you make sure that you’re winning through the right channels?
If your brand goes to market through diverse retail channels, it can quickly become a very tricky balancing act. Each retail channel has unique opportunities and challenges. Depending on your product or service, there are ways to help you stand out among competitors.
How to make a Win-Win-Win proposition for your brand’s channel marketing in three ways:
Win #1: Putting the consumer first is your initial “win.”
Start “market-back” by focusing on your shopper and their buying journey. Understanding which consumers are shopping each channel will allow you to tailor your efforts and move them along the purchase path. Online touch points, in-store merchandising, store associate training and even experiential marketing can all find specific audiences, turning more purchase decision opportunities into wins.
For example, when someone decides to purchase a product like the Apple Macbook they have a few different purchase options. They can purchase it directly from Apple’s storefront, or they can take their business to a trusted retailer like Walmart or Best Buy.
Win #2: Helping your channel partners sell more products is another big “win.”
Channel partners are an integral part of your product distribution model. Make sure you understand your retail channel customers, like you know your end consumers.
Each channel has unique needs. How are they similar or different from one another? Think about selling out of the channel as much as selling in.
Questions to ask that can help your retail channels succeed:
Do their associates need product knowledge or training?
What are the off-shelf merchandising opportunities?
Can product demos, sampling or other experiential activations help?
How can you drive traffic to their stores, and help move products off their shelves?
Win #3: Happy channel partners working efficiently with you to create happy shoppers is a win for your brand.
When your third-party sellers know how to confidently sell your brand, it makes things easier for everyone. Shoppers have an easier time finding your brand and can have their questions answered. Now that you’ve put consumers first and helped your channel partners, this should minimize any problems or confusion so that more purchases can happen.
Remember that an effective channel program model doesn’t happen overnight. Think of all of those “Back-to-School” campaigns that happen around August. Those campaigns weren’t thought up that very same summer, but instead were planned just as the last Back-to-School campaign ended the previous fall.
Keep that in mind when you begin a new campaign, that there is a lot of planning and execution that goes into this: keeping your customers and consumers engaged is essential to your success. Channel partners need the time to plan and prepare and shoppers need awareness and incentive to buy.
Have questions? Reach out to Dale Elwell at delwell@teamaftermath.com
We’ve helped manufacturers across diverse categories and distribution models find success. From automotive aftermarket to home improvement to lottery games. And footprints like big box retail, C-store, independent dealers, specialty stores and online.
We can make sure your channel plan is tailored to your target audience while helping you promote your upcoming campaign.