CMG Manufacturer Services

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CMG Manufacturer Services

  1. 1. Channel Marketing Group, Inc. Marketing strategy that gets results Channel Marketing Group, Inc. Pittsburgh 412.490.6950 [email_address] Raleigh 919.488.8635 [email_address] Web: www.channelmkt.com
  2. 2. Contents <ul><li>CMG Mission </li></ul><ul><li>CMG Principals </li></ul><ul><li>Why Retain a Channel Marketing Consultant </li></ul><ul><li>CMG Channel Marketing Model </li></ul><ul><li>Additional CMG Capabilities </li></ul><ul><li>CMG Process </li></ul>
  3. 3. CMG Mission Build profitable market share for distributors, manufacturers that market through wholesaler-distributors and service providers to distributors and manufacturer in vertical distribution channels Good Marketing starts with focus. The sharper your focus on target markets, customers and beating key competitors, the more penetrating force you apply to capturing market share..
  4. 4. The CMG Difference <ul><li>Targeting Customers is Important </li></ul><ul><li>But Targeting Top Competitors is THE most important thing to do after that </li></ul><ul><li>Your Job Is To Beat The Competitors </li></ul><ul><ul><li>In a Segment at a Time </li></ul></ul><ul><ul><li>One at a Time </li></ul></ul><ul><ul><li>An Account a A Time </li></ul></ul><ul><li>With a powerful Value Strategy </li></ul><ul><li>And a powerful Marketing Campaign as air cover </li></ul>
  5. 5. Why Work for Distributors AND Manufacturers? Working for both suppliers and distributors provides valuable insights on how to choose and work with your channel partners. We work for both distributors and manufacturers. That gives us a multi point view of what’s required for each to work with the other to take market share in the field.
  6. 6. Marketing Leads The Organization <ul><li>Marketing segments the market into pursuable opportunities </li></ul><ul><li>listens to customer needs, </li></ul><ul><li>benchmarks versus competitors, </li></ul><ul><li>specifies and leads the organization's response, </li></ul><ul><li>Establishes share and objectives , </li></ul><ul><li>leads the organization to build the capabilities to respond, </li></ul><ul><li>promotes capabilities to the customer, </li></ul><ul><li>and measures performance against strategic objectives </li></ul>Marketing is the lead function that listens to the customer, observes their needs, defines customer value, leads the organization to deliver it, and finally drives the process to promote and sell that value.
  7. 7. Anatomy of Strategy Desired Market Position Target, Listen, Define & Create Value, Lead Implementation The marketing-oriented company leads all functions to deliver customer-defined value and performance. Channel Marketing’s focus is on the areas in Yellow. Market Segment Needs Suppliers Organization Sales & Service Promotion Products & Services Financial Operations IT
  8. 8. CMG Principals <ul><li>25 years Channel Marketing Experience </li></ul><ul><li>GE, Cutler-Hammer Veteran 1978-95 </li></ul><ul><li>Distribution Industry Consultant since 1995 </li></ul><ul><li>19 Years Experience </li></ul><ul><li>12 years performance marketing industry experience </li></ul><ul><li>VP Marketing IMARK Marketing Group 1995-2000 </li></ul><ul><li>Distribution Industry Consultant since 2000 </li></ul>Experience, strategic analysis, planning and promotional development from one source. Neil Gillespie David Gordon
  9. 9. Why Retain a Channel Marketing Consultant? <ul><li>Knowledge & Experience </li></ul><ul><ul><li>Knowledge of the Industry </li></ul></ul><ul><ul><li>Industry Contacts </li></ul></ul><ul><ul><li>Relevant Experience </li></ul></ul><ul><li>Strategic Thinking & Creativity </li></ul><ul><ul><li>Research and Analysis Skills </li></ul></ul><ul><ul><li>Strategic Think-Tank </li></ul></ul><ul><ul><li>Catalysts for Organizational Innovation </li></ul></ul><ul><ul><li>Enhance Marketing Capabilities </li></ul></ul><ul><li>Process and Project Management </li></ul><ul><ul><li>Disciplined approaches </li></ul></ul><ul><ul><li>Project planning & implementation </li></ul></ul>Plus.. the invaluable third party perspective. Knowledge & Experience Process & Project Management Strategic Thinking & Creativity
  10. 10. Distributor Incentives Distribution Portfolio Planning Distributor Marketing Tools & Co-Op $ <ul><li>Email Marketing </li></ul><ul><li>Web Marketing </li></ul><ul><li>Counter Merchandising </li></ul><ul><li>Counter Sales Tools </li></ul><ul><li>Inside Sales Tools </li></ul><ul><li>Outside Sales Tools </li></ul><ul><li>General Sales Tools </li></ul><ul><li>Catalogs </li></ul><ul><li>Telemarketing Scripts </li></ul><ul><li>Product Literature </li></ul><ul><li>Product Demos </li></ul><ul><li>Advertising Specialties </li></ul><ul><li>Seminar Tools </li></ul><ul><li>Open House Tools </li></ul><ul><li>Trade Show Tools </li></ul><ul><li>Signage </li></ul><ul><li>Direct Mail Capabilities Brochures </li></ul><ul><li>Magazine Ads </li></ul><ul><li>Radio Ads </li></ul><ul><li>Newspaper Ads </li></ul><ul><li>Flyers </li></ul><ul><li>Stuffers </li></ul><ul><li>Publicity </li></ul><ul><li>Product Training </li></ul><ul><li>Applications Training </li></ul><ul><li>Sales Training </li></ul><ul><li>Lead Tracking </li></ul>Universe of Companies Suspects Customers Distributor Activity Support 4 7 Return Prospects Strategic Marketing Commun-ications 3 Reinvest in Local Marketing Activities Market Analysis & Strategy Marketing Database System Distribution Planning System 6 2 1 5 Increased Manufacturer Sales & Profits Reinvest in Programs & Tools Increased Distributor Sales & Profits <ul><li>Product Share Positions </li></ul><ul><li>Channel Share Positions </li></ul><ul><li>Competitor Positions </li></ul><ul><li>Value Strategy </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Market Segment & Channel Objectives </li></ul>Manufacturer Channel Marketing Model CMG will leave no stone unturned. Our extensive industry experience culminates in an unmatched knowledge of the tools and techniques that can be applied to take share in a channel-dominated industry
  11. 11. Channel Strategy Development: Manufacturer Develop customized planning and authorization processes to maximize future market share through distribution channels. Plan Responses to possible major industry events. 3. Distribution Portfolio Planning/ Scenario Planning Review performance and results of distributor reward and rebate programs, recommend strategies to maximize distributor growth and commitment to the line 7. Distributor Incentives Review end user and distributor data files and marketing systems, including websites. Develop systematic approaches to maximize target marketing, increase speed of coordinated marketing campaign implementation. 6. Marketing Database <ul><li>Develop database of all distributor locations in the channel with mix of business by brand and market segment. </li></ul><ul><li>Develop field planning & analysis application </li></ul>2. Distribution Planning System Develop marketing programs coordinated with distributor marketing programs to grow share in desired end markets 5. Strategic Marketing Communications Evaluate competitive performance of marketing tools, training, planning processes and coop funds provided to distributors. Recommend enhancements & alternatives. 4. Distributor Marketing Tools & Co-op <ul><li>Share position by market segment, territory. </li></ul><ul><li>Customer Perception of company image and products </li></ul><ul><li>Distributor Perception of competitive performance </li></ul><ul><li>Rep Evaluation & Planning </li></ul>1. Market Analysis & Strategy Strategic Essence Strategy Development Module
  12. 12. Sales Development Planning & Support <ul><li>Get to the right companies and contacts </li></ul><ul><ul><li>Our consulting process can help you think through the right criteria for target company selection </li></ul></ul><ul><ul><li>Our industry experience and breadth of contacts can help you get in contact with the right people </li></ul></ul><ul><li>Our knowledge of how the industry works can get you involved in the right venues </li></ul><ul><ul><ul><li>Trade Association Meetings </li></ul></ul></ul><ul><ul><ul><li>Marketing Group Meetings </li></ul></ul></ul><ul><ul><ul><li>Miscellaneous Industry Events </li></ul></ul></ul><ul><ul><ul><li>Media and websites </li></ul></ul></ul>
  13. 13. CMG: Results-Oriented Development Process Starts with Client Interview to Determine Client Objectives and/or and motivation for taking action. Strategic Analysis <ul><li>Position and Performance Assessment </li></ul><ul><li>Strategic Benchmarks </li></ul><ul><li>Program Objectives and Measurements </li></ul>Strategy Development Value Strategy, Organizational Response, Marketing Plans and Programs Implementation Support Guidance and Support During Implementation Implementation Plan Tasks, Deliverables, Performers, Schedules and Costs
  14. 14. Additional Services <ul><li>Customer Perception/Satisfaction Surveys </li></ul><ul><ul><li>See how you rate versus competition on key service attributes </li></ul></ul><ul><li>Customer Advisory Panels </li></ul><ul><li>Customized Market Research </li></ul><ul><ul><li>Interview, hard copy and web based surveys </li></ul></ul><ul><li>Key Account Marketing and Sales Programs </li></ul><ul><li>Business Development Strategies </li></ul><ul><ul><li>New Customer Targeting and Development </li></ul></ul><ul><ul><li>Customer Penetration Analysis & Strategy </li></ul></ul><ul><ul><ul><li>Penetration measurement </li></ul></ul></ul><ul><ul><ul><li>Customer Profitability Measurement </li></ul></ul></ul><ul><ul><ul><li>Segmented Service Programs </li></ul></ul></ul><ul><li>Marketing Database Assessment & Development </li></ul><ul><li>Promotion and Incentive Marketing Program Development </li></ul><ul><li>eMarketing Evaluation and Strategy Development </li></ul><ul><ul><li>Coordinated with offline marketing activities </li></ul></ul><ul><li>Marketing Via Webconferencing </li></ul><ul><ul><li>Get in on this fastest growing marketing communications tool </li></ul></ul><ul><ul><li>Low cost live web based training, webinars and infomercials </li></ul></ul><ul><ul><li>Technology assessment, recommendation </li></ul></ul><ul><ul><li>Programming development, content identification & sourcing </li></ul></ul>
  15. 15. Recent Projects <ul><li>Configuration Software Evaluation </li></ul><ul><ul><li>Objective: Guide development of application </li></ul></ul><ul><ul><li>Techniques: </li></ul></ul><ul><ul><ul><li>“ Customer Experience” Focus Groups </li></ul></ul></ul><ul><ul><ul><li>Competitively Benchmarked Satisfaction Surveys </li></ul></ul></ul><ul><ul><li>Outcome: </li></ul></ul><ul><ul><ul><li>Relative importance of existing attributes and competitively benchmarked performance, importance of suggested enhancements </li></ul></ul></ul><ul><li>Manufacturer Distribution Channel Share Gain Strategy </li></ul><ul><ul><li>Objective: Gain share in the channel for niche player </li></ul></ul><ul><ul><li>Techniques: </li></ul></ul><ul><ul><ul><li>Field Interviews </li></ul></ul></ul><ul><ul><ul><li>Web Based competitively benchmarked performance/perception survey </li></ul></ul></ul><ul><ul><ul><li>Distribution position analysis </li></ul></ul></ul><ul><ul><ul><li>Product Line and Pricing Analysis </li></ul></ul></ul><ul><ul><li>Outcome: </li></ul></ul><ul><ul><ul><li>Distributor program and company image/branding strategy with revised terms, pricing, product positioning, promotions and account targeting in the channel. </li></ul></ul></ul><ul><li>Association Strategy </li></ul><ul><ul><li>Objective: Reposition Association in the industry in face of consolidating industry </li></ul></ul><ul><ul><li>Techniques: </li></ul></ul><ul><ul><ul><li>Manufacturer and member Focus Groups </li></ul></ul></ul><ul><ul><ul><li>Issue Grouping </li></ul></ul></ul><ul><ul><ul><li>Strategy Vision Elements with Affinity Diagrams to identify driver and outcome vision elements </li></ul></ul></ul><ul><ul><li>Outcome: </li></ul></ul><ul><ul><ul><li>“ Pyramid” style strategy with Objective, Two strategic initiatives and supporting programs underneath each initiative </li></ul></ul></ul><ul><li>Distribution Scenario Planning </li></ul><ul><ul><li>Objective: identify possible industry changes, responses or pre-emptive moves and their impact </li></ul></ul><ul><ul><li>Techniques: Build database of industry player history, demographics, opinions of thought leaders, brand positions at each location of every distributor </li></ul></ul><ul><ul><ul><li>Analyze gaps and synergies in manufacture product lines </li></ul></ul></ul><ul><ul><ul><li>Characterize industry Players and predict their moves or responses to other’s moves </li></ul></ul></ul><ul><ul><ul><li>Estimate gain or loss from every major change </li></ul></ul></ul><ul><ul><li>Outcomes: Response/Recovery plans and preemptive moves with estimated revenue impact. </li></ul></ul>
  16. 16. Recent Projects <ul><li>Product Development </li></ul><ul><ul><li>Objective: Develop Sales Management Process to guide Sales & Marketing Automation Software Development </li></ul></ul><ul><ul><li>Recommend New Analysis Processes and Report Formats </li></ul></ul><ul><ul><li>Develop Guide to Sales Management using the application </li></ul></ul><ul><li>Market Development </li></ul><ul><ul><li>Objective: Develop manufacturer alliances and co-op support for sales and marketing automation software and e-marketing services </li></ul></ul><ul><ul><li>Techniques: Manufacturer Alliance Program to give incentive to manufacturers to allow distributor to claim co-op for the software and services by positioning it as more effective than standard distributor uses for things like “event marketing and advertising specialties”. </li></ul></ul><ul><li>Market Development: </li></ul><ul><ul><li>Under consideration by NAED NEF for New Market Development Study </li></ul></ul><ul><ul><li>Objective: </li></ul></ul><ul><ul><ul><li>Identify new product and market opportunities for electrical distribution </li></ul></ul></ul><ul><ul><ul><li>Develop education for distributors on how to take advantage </li></ul></ul></ul><ul><ul><li>Techniques </li></ul></ul><ul><ul><ul><li>Interviews, focus groups, surveys, thought leader delphi workshops </li></ul></ul></ul>
  17. 17. Do You Want To: <ul><li>Sharpen Your Focus in The Channel </li></ul><ul><ul><li>Right distributors? </li></ul></ul><ul><ul><li>Right channels? </li></ul></ul><ul><ul><li>Right reps? </li></ul></ul><ul><ul><li>How do you get them? </li></ul></ul><ul><li>Improve your service and image with distribution? </li></ul><ul><ul><li>How are you perceived now vs competition? </li></ul></ul><ul><ul><li>Where do you need to improve or accent your strengths? </li></ul></ul><ul><ul><li>Do you have the right distribution programs and incentives? </li></ul></ul><ul><li>Improve your products, plan the next generation of products? </li></ul><ul><ul><li>Customer experience panels involve the customer as a design partner </li></ul></ul><ul><ul><li>Industry specifier “think tank” focus groups focus on the future </li></ul></ul><ul><ul><li>We lead the initial sessions, educate your people to continue the discipline. </li></ul></ul><ul><li>Develop New Markets? </li></ul><ul><ul><li>Launch new products </li></ul></ul><ul><ul><li>Develop a market segment or application marketing concept </li></ul></ul>
  18. 18. Biographies <ul><li>Visit our Website for More about </li></ul><ul><ul><li>David Gordon </li></ul></ul><ul><ul><li>Neil Gillespie </li></ul></ul><ul><li>www.channelmkt.com </li></ul>

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