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Practical Practices for Increasing Channel Revenue Through Marketing
 

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 ...

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 Practical Practices for Increasing Channel Revenue Through Marketing Presentation Transcript

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