Practical Practices for Increasing Channel Revenue through Marketing<br />Webinar<br />October 14th, 2010<br />1<br />
2<br />Attendees Will Learn<br /><ul><li>Which partners to focus on.
What tools and techniques can turn your channel into better marketers.
Why channel partners are positioned to be better local marketers.
How to revitalize your co-op marketing program.</li></li></ul><li>About This Webcast<br />This webinar is being recorded a...
Panelist Introductions<br />4<br />George Mulhern<br /><ul><li>General Partner, Highway 12 Ventures
Former Senior VP, Hewlett Packard</li></ul>Shane Vaughan<br /><ul><li>VP of Marketing, Balihoo</li></ul>Steve Rogal<br /><...
Channel Marketing Strategy<br />The channel should be more effective at local marketing than the brand<br />While the chan...
Channel Marketing Strategy<br />Three Proven Practices<br />Align on goals and incentives<br />Strike a balance between di...
Developing a Local   Demand-Gen MachineTactics & Tools<br />Shane Vaughan<br />VP Marketing, Balihoo<br />8<br />
Channel Marketing Challenges<br />“My channel doesn’t know                     how to market.”<br />Executive Marketing Ma...
Channel Marketing Challenges<br />“My channel doesn’t know                        how to market (my product).”<br />Execut...
4 Easy Fixes - Plus 1 <br />Provide strategic local marketing planning<br />Microsites – a co-branded web-presence<br />So...
Easy Fix #1<br />Provide strategic local marketing planning<br />12<br />Good planning can increase marketing ROI +50%<br ...
Easy Fix #2 - Microsites<br />Microsites – a co-branded web-presence<br />13<br />National Marketing Efforts<br />Dealer C...
Competing promotions
Out-of-date product information</li></li></ul><li>Easy Fix #2 - Microsites<br />A dealer microsite is a small, co-branded ...
Easy Fix #2 - Microsites<br />15<br />National Marketing Efforts<br />Dealer Co-op Marketing Efforts<br />www.brand.com<br...
No competing manufacturers or promotions
Drives demand to channel specifically around your product</li></ul>15<br />
Sophisticated ad-builder with great local demand-generation creative<br />This is more than just product images and promot...
Great Local Creative – In Concert w/Brand<br />17<br />www.brand.com<br />
Easy Fix #4<br />Enable local marketing execution<br />“Last Mile” marketing that brings concept to reality<br />18<br />
Easy Fix #4<br />Enable local marketing execution and tracking<br />“Last Mile” marketing that brings concept to reality<b...
(Easy) Fix #5<br />Make co-op administration easy<br />20<br />Financial<br />Creative<br />
(Easy) Fix #5<br />Make co-op administration easy<br />The Secret:  Integrate creative and financial<br />21<br />Integrat...
Reduces burden on manufacturer
Improves reseller engage-ment and satisfaction
Predictability</li></li></ul><li>Yes, Balihoo Does This All<br />22<br />
Marketing through DealersChallenges & Opportunities<br />Steve Rogal<br />Senior Manager, Channel Marketing and Lead Manag...
Background<br />Channel Experience<br />Plumbing Distributors<br />Marine / Boat Dealers<br />Office Furniture Dealers<br ...
B2B2C Distribution<br />Manufacturer<br />Dealer<br />Homeowner<br />Contractor<br />
Situation<br />Dealers<br />Stagnant market<br />Market-share Game<br />Product & Service<br />Customer Experience<br />
Marketing through Dealers<br />
Situation<br />Creating memorable experiences for customers does not happen by accident.  It requires a meticulous approac...
Dealer <br />Resources<br />Time<br />Talent<br />Money<br />People<br />Frustration<br />Challenges<br />
Challenges<br />Dealer <br />Expertise<br />Sophistication<br />Reactive<br />
Market Segmentation<br />Target Consumers<br />  Demographic<br />  Geographic<br />  Psychographic<br />  Behavior<br />
Brands<br />National Advertising Campaign<br />
Expense / Investment<br />Control<br />Impact<br />ROI<br />Co-op Advertising<br />
Measures of Success<br />Performance Metrics <br />Measures<br />Data<br />Benchmarks<br />
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Practical Practices for Increasing Channel Revenue Through Marketing

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Channel marketing, reseller marketing, local marketing automation, distributor marketing, brand marketing, online marketing, direct mail marketing, channel marketing strategy, local marketing, ad builder, co-op marketing, co-op advertising, microsites, execution, print, email, integrated marketing, integrated marketing strategy, cross-medium marketing, integrated strategy, national marketing,

Balihoo hosted panel discussion with George Mulhern, general partner of Highway 12 Ventures and formerly Senior Vice President at Hewlett Packard, Shane Vaughan, Vice President of Marketing at Balihoo, and John Rogal, Senior Manager, Channel Marketing and Lead Management at Masco Cabinetry.

The panel discussed the challenges, and solutions national brand managers face marketing through their channel partners.

George related HP's success beating out Dell attributed to HP's strong channel relationships.

Shane laid out Five Easy Fixes to empower channels to be more effective.

Steve pulled from 20 years of experience marketing through the channel and recounted lessons learned, practical recommendations and actionable models that are easy to implement.

The full recorded video is available from here: http://balihoo.com/Webinars/2010-09-Channel-Marketing-Solutions

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Practical Practices for Increasing Channel Revenue Through Marketing

  1. 1. Practical Practices for Increasing Channel Revenue through Marketing<br />Webinar<br />October 14th, 2010<br />1<br />
  2. 2. 2<br />Attendees Will Learn<br /><ul><li>Which partners to focus on.
  3. 3. What tools and techniques can turn your channel into better marketers.
  4. 4. Why channel partners are positioned to be better local marketers.
  5. 5. How to revitalize your co-op marketing program.</li></li></ul><li>About This Webcast<br />This webinar is being recorded and an on-demand version will be available within 24 hours. By email, all attendees will receive a link to the recording and slides.<br />Slides will advance automatically.<br />Q&A period will follow the panel discussion. Enter your questions using the question text box panel to the right of your screen.<br />If you have technical questions, please use the chat box panel to the right of your screen <br />Follow along on Twitter using hashtag#ChannelMktg<br />3<br />
  6. 6. Panelist Introductions<br />4<br />George Mulhern<br /><ul><li>General Partner, Highway 12 Ventures
  7. 7. Former Senior VP, Hewlett Packard</li></ul>Shane Vaughan<br /><ul><li>VP of Marketing, Balihoo</li></ul>Steve Rogal<br /><ul><li>Senior Manager, Channel Marketing and Lead Management, Masco Cabinetry</li></li></ul><li>Channel Strategy<br />George Mulhern<br />Principal, Highway 12 and Former SVP, Hewlett Packard<br />5<br />
  8. 8. Channel Marketing Strategy<br />The channel should be more effective at local marketing than the brand<br />While the channel has been viewed primarily as a means to fulfill orders, it “should” evolve to be a means to generate demand. <br />Channel Strengths<br />Operational efficiencies<br />Customer service<br />Repeat business<br />Customer loyalty <br />Local community building <br />6<br />
  9. 9. Channel Marketing Strategy<br />Three Proven Practices<br />Align on goals and incentives<br />Strike a balance between direct marketing and channel marketing<br />Treat channel as a go-to-market sales/marketing partner <br />7<br />
  10. 10. Developing a Local Demand-Gen MachineTactics & Tools<br />Shane Vaughan<br />VP Marketing, Balihoo<br />8<br />
  11. 11. Channel Marketing Challenges<br />“My channel doesn’t know how to market.”<br />Executive Marketing Manager<br />Fortune 50 Technology Company<br />Balihoo Demonstration—August 13, 2010<br />The face of marketing and advertising, especially at the local level, is changing at an incredibly fast pace<br />Resellers are paralyzed not knowing what will be most effective<br />Execution (particularly cross-channel) is difficult, time-consuming and requires significant resources to manage<br />Multiple-brand resellers struggle to navigate the various co-op programs offered by manufacturers<br />Smaller resellers have limited funds and are increasingly competing against big-box resellers<br />9<br />
  12. 12. Channel Marketing Challenges<br />“My channel doesn’t know how to market (my product).”<br />Executive Marketing Manager<br />Fortune 50 Technology Company<br />Balihoo Demonstration—August 13, 2010<br />New product launches are not well-executed at the local level<br />National promotions are not effectively supported in-market<br />Sales reps spend too much time helping with channel marketing efforts and tracking down co-op claims<br />My resellers refuse to use the national creative pieces I provide to them <br />Over half of my resellers don’t even access or use their available co-op advertising funds<br />10<br />
  13. 13. 4 Easy Fixes - Plus 1 <br />Provide strategic local marketing planning<br />Microsites – a co-branded web-presence<br />Sophisticated ad-builder with great local demand-generation creative<br />Enable local marketing execution and tracking<br />Make co-op administration easy<br />11<br />
  14. 14. Easy Fix #1<br />Provide strategic local marketing planning<br />12<br />Good planning can increase marketing ROI +50%<br />Establishes a long-term relationship<br />Consider co-op funds for this activity<br />This is beyond your sales reps<br />Find a partner and outsource<br />
  15. 15. Easy Fix #2 - Microsites<br />Microsites – a co-branded web-presence<br />13<br />National Marketing Efforts<br />Dealer Co-op Marketing Efforts<br />www.brand.com<br />www.dealer.com<br />Interested Customer<br /><ul><li>Competing manufacturers
  16. 16. Competing promotions
  17. 17. Out-of-date product information</li></li></ul><li>Easy Fix #2 - Microsites<br />A dealer microsite is a small, co-branded web presence that joins the national brand and local brand in a unified message to the customer<br />Content/Design is controlled primarily by the national brand, with defined areas for dealer customization available via a simple web interface<br />Nationally-controlled elements can be updated across all dealer sites with a single update<br />Ultimately resolves to a sub-directory at the national brand URL (www.brand.com/dealer1) <br />Significant value for both brand and dealer<br />Easy function to outsource<br />14<br />
  18. 18. Easy Fix #2 - Microsites<br />15<br />National Marketing Efforts<br />Dealer Co-op Marketing Efforts<br />www.brand.com<br />www.brand.com/dealer1<br />Interested Customer<br /><ul><li>Nationally branded experience
  19. 19. No competing manufacturers or promotions
  20. 20. Drives demand to channel specifically around your product</li></ul>15<br />
  21. 21. Sophisticated ad-builder with great local demand-generation creative<br />This is more than just product images and promotional copy (though it should include digital asset management) <br />Cross-medium is critical – a print-only solution will not do the job<br />In-store<br />Direct (dmail/email) <br />Broadcast (TV/radio) <br />Print<br />Online<br />Outdoor<br />Social media<br />Done effectively, this removes significant cost from your resellers, enabling more demand-gen dollars in-market<br />Multiple online software options are available<br />Easy Fix #3<br />16<br />
  22. 22. Great Local Creative – In Concert w/Brand<br />17<br />www.brand.com<br />
  23. 23. Easy Fix #4<br />Enable local marketing execution<br />“Last Mile” marketing that brings concept to reality<br />18<br />
  24. 24. Easy Fix #4<br />Enable local marketing execution and tracking<br />“Last Mile” marketing that brings concept to reality<br />19<br />Your resellers need help to organize all of this<br />It’s time-consuming and requires very specific skill-sets and knowledge<br />This step alone can increase ROI on local marketing activities 30%+ <br />Metrics tracking critical for both brand and channel<br />Easy to outsource – especially to same organization that is doing planning<br />
  25. 25. (Easy) Fix #5<br />Make co-op administration easy<br />20<br />Financial<br />Creative<br />
  26. 26. (Easy) Fix #5<br />Make co-op administration easy<br />The Secret: Integrate creative and financial<br />21<br />Integrated Co-op Marketing<br /><ul><li>Shortens marketing planning and execution timelines
  27. 27. Reduces burden on manufacturer
  28. 28. Improves reseller engage-ment and satisfaction
  29. 29. Predictability</li></li></ul><li>Yes, Balihoo Does This All<br />22<br />
  30. 30. Marketing through DealersChallenges & Opportunities<br />Steve Rogal<br />Senior Manager, Channel Marketing and Lead Management, Masco Cabinetry<br />
  31. 31. Background<br />Channel Experience<br />Plumbing Distributors<br />Marine / Boat Dealers<br />Office Furniture Dealers<br />Kitchen/Bath Dealers<br />
  32. 32. B2B2C Distribution<br />Manufacturer<br />Dealer<br />Homeowner<br />Contractor<br />
  33. 33. Situation<br />Dealers<br />Stagnant market<br />Market-share Game<br />Product & Service<br />Customer Experience<br />
  34. 34. Marketing through Dealers<br />
  35. 35. Situation<br />Creating memorable experiences for customers does not happen by accident.  It requires a meticulous approach with flawless execution. <br />David Crossley<br />
  36. 36. Dealer <br />Resources<br />Time<br />Talent<br />Money<br />People<br />Frustration<br />Challenges<br />
  37. 37. Challenges<br />Dealer <br />Expertise<br />Sophistication<br />Reactive<br />
  38. 38. Market Segmentation<br />Target Consumers<br /> Demographic<br /> Geographic<br /> Psychographic<br /> Behavior<br />
  39. 39. Brands<br />National Advertising Campaign<br />
  40. 40. Expense / Investment<br />Control<br />Impact<br />ROI<br />Co-op Advertising<br />
  41. 41. Measures of Success<br />Performance Metrics <br />Measures<br />Data<br />Benchmarks<br />
  42. 42. Critical Success Factors<br />Dealer<br />
  43. 43. Marketing through Dealers<br />What is a “good” dealer?<br />Dealer<br />
  44. 44. A “Good” Dealer<br />Dealer Criteria<br />Product – Commitment<br />Showroom Standard<br />Inventory Level<br />Service Standard<br />Certification<br />Operating Systems<br />
  45. 45. Quid Pro Quo<br />
  46. 46. Marketing through Dealers<br />Increase sales<br />Lower costs<br />Increase MROI<br />Improve business systems<br />
  47. 47. Questions<br />Please submit your questions now.<br />Speaker’s Contact Information:<br />George Mulhern – gmulhern@highway12ventures.com<br />Shane Vaughan – svaughan@balihoo.com<br />Steve Rogal – Steven.Rogal@MascoCabinetry.com<br />Additional Resources<br /><ul><li>http://Twitter.com/balihoo
  48. 48. http://blog.balihoo.com/</li></ul>40<br />
  49. 49. Thank You for Attending<br />

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