Channel IQ - Becoming a Channel Leader in a Channel Manager World
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Channel IQ - Becoming a Channel Leader in a Channel Manager World

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Are you doing the things you need to maximize your manufacturer/retailer relationships? Manufacturing Brands don’t need more managers; it’s time for the leaders to step up. This is from the ...

Are you doing the things you need to maximize your manufacturer/retailer relationships? Manufacturing Brands don’t need more managers; it’s time for the leaders to step up. This is from the Channel IQ Webinar November 14, 2012 - Brand and Channel (B&C) Boot Camp | Becoming a Channel Leader in a Channel Manager World.

In this frank discussion about manufacturer/retailer relationships, industry leader Peter Weedfald, former SVP and CMO of Circuit City, SVP of sales and marketing for Samsung Electronics, ViewSonics Corporation, and President of General Displays and Technologies; and Jeff Messer GM of Brand Protection for Channel IQ discussed best in class strategies for:
- Overcoming the gap in consumer education around “authorized retailers”
- Getting back to the “Four P’s” into your retailer strategy
- Leading your retailer to better margins
- Creating lasting, trusted relationships with your retailer
- Helping your retailers create differentiation in the market

Enjoy and feel free to comment or contact us with any questions.
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    Channel IQ - Becoming a Channel Leader in a Channel Manager World Channel IQ - Becoming a Channel Leader in a Channel Manager World Presentation Transcript

    • November 14, 2012Channel IQ | Brand & Channel BootcampBecoming a ChannelLeader in a ChannelManager WorldPeter WeedfaldPresidentGen One VenturesJeff MesserGM Brand Protection ServicesChannel IQ
    • Peter WeedfaldPresidentGen One VenturesPeter Weedfald is President of Gen One Ventures. Thecompany works non-exclusively and directly for GEproviding sales, marketing, operations, productmanagement & retail channel consulting insights acrossGE Licensing’s family of business partners. Mr. Weedfald’spast experience includes SVP and CMO of Circuit CityCorporation, SVP of Sales and Marketing in NorthAmerica for Samsung Electronics, SVP of global marketingand EVP, GMM of Internet Appliances for the ViewSonicCorporation, and various executive VP, Publisher, Salesand Marketing positions at Ziff-Davis Publishing and ZiffDavis.
    • Are you maximizing your manufacturer/retailer opportunities? · Getting back to the “Four P’s” in your retailer strategy · Leading and partnering with your retailers to ensure profitable margin pools · Creating lasting, trusted brand relationships with your retailer · Helping your retailers create differentiation for their own brand Gen One Ventures Supposition 1. PVC: price, value, cost. 2. Speed of change and opportunity: causes irrational channel strategies. 3. Impossible: to solo advertise your way to brand and product greatness. 4. The manufacturer: must become build an ambient substrate, be the publisher. 5. Articulation of demand: relating and creating the 4P’s and the 4A’s as one. 6. Complexity: is the refuge of the unsure. 7. Questions: are the answers through the dignity of knowledge. 8. Choice not chance: through smart organizational leadership. 9. Draft: never stand alone. 10. There is no difference: between sales and marketing.
    • There is no difference between selling and marketing!
    • There is no difference between selling and marketing! NOT CHANCE CHOICE
    • Example Knowledge Points: Exhibition ROI & ROR BRAND EQUITY •Unaided Awareness: 18 (‘09)  26 (’00) •Positive Opinion: YOY, MOM, WOW •Brand Equity: surpass target competitor •Channel Equity: competitive data • Market Sensing: promise and measure COMPETITIVE RATIONAL & DRAFTING MARKET MAKING CHANNEL STRATEGY OPPORTUNITY BRAND PROMISE • Strengthen 80/20 rule channel partners •Identify key competitors • Build your channel partners brand strengths and weaknesses • Never compete against your channel • Capitalize on 4 P’s • Always profit your channel and they in PRODUCTS CHANNELS turn will profit you • Expand the market •Business Plans REVENUE e-DIGITAL PROFIT PLATFORM ROI INFRASTURCTURE PLATFORM FOR GROWTH SMART BUSINESS GROWTH •e-CRM, Multiple micro-sites, Social Engineering, email marketing•Sales: There is no business without profit margins •e-commerce, e-detailing team, mobile marketing•Profit: There is no profit without product productivity•Plans: There is a business plan for every product•Marketing: Below the line and above the line as one
    • Is there a difference between selling and marketing in your company? Marketing Selling
    • ARBITRAGE
    • Optimizing Arbitrage Versus Your Direct Competitors Retailers & Distributors Manufacturers 4 A’s 4 P’sAuthorization Allocation Advertising ARBITRAGE Product Pricing Placement Promotions NEGOTIATION SELL THROUGH PRODUCT MANAGEMENT SALES ORGANIZATION (PUSH) (PULL) (PUSH) (PULL)
    • e-Monitoring CRM Creative Mining Marketing Promos Blog Chatter Detailing Market Sensing Hollywood e-Commerce e-Video Clips ARBITRAGE Sports Marketing Loyalty And RewardSocial Engineering Cause Marketing e-Mail Marketing e-video Celebrity Broadcast Event - Draft PR & Analyst Relationships Active Internet Search Selling Radio Web Simulcast
    • There is no difference between sales and marketing!
    • Are you maximizing your manufacturer/retailer opportunities rationally?
    • Jeff MesserGM Brand Protection ServicesChannel IQFor over 15 years, Jeff Messer has been an innovator inmanufacturing and retail industries by creating,developing, and managing complex sales and marketingchannels. Prior to Channel IQ, Jeff was the Director ofeBusiness and Digital Marketing for BTI, a manufacturerof computer peripherals and power accessories. His workat BTI was a natural evolution from his eight year tenureas the National Sales Director at Channel Intelligence,where Jeff worked with numerous Fortune 500 brands.Jeff is a bit of an enigma in the manufacturing and serviceworld; having applied his “The Road Less Travelled”business philosophy to create successes time and again.
    • B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ 16
    • Authorized Retailer Badging ProgramWhy Badging? Making Authorized EasyB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramWe’re Building a Good Idea Some of the badges common But not one system has been able to provide to eCommerce: Product Authorization Until Now… Guaranteed Safe Transactions Financial data & payments CIQ Verifies:  Consumer is buying from an authorized retailer Quality Customer Service  The product is guaranteed under Satisfaction & service levels warranty  The retailer and manufacturer will stand behind the sale Warranty Coverage Product warranty, for an additional priceB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramWe’re Building a Good Idea Some of the badges common to eCommerce: Guaranteed Safe Transactions Financial data & payments Quality Customer Service Satisfaction & service levels Warranty Coverage Product warranty, for an additional priceB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramWhy Current Approaches Don’t Work Current graphics are easy to copy and paste. No trusted third parties to verify relationships and unauthorized merchants falsely make the same promises as retailers who follow the rules. Logistical burden for manufacturers and retailers to change content across hundreds of product pages.B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramWhy Current Approaches Don’t WorkConsumer confusion and lack ofawareness as to what an authorizedretailer is, and what they offer than anunauthorized retailer can not.B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramWhat is Badging? 1st real time Product Authorization System for online retailers Your Logo HereB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramThe Benefits of Authorized Retailer BadgingEliminate many of the common barriers to instilling online consumerconfidence and put messaging control back in the hands of your partnership. Manufacturers Retailers  Ease of content/design  Easy to implement management  Scalable effort (One and done)  Dynamically generated content  Protects credibility  Badge plagiarism detection  Educate customers about  Customized messaging reliable online retailers explaining relationship with  Detailed product level traffic retailers  Higher sales conversion  Ability to syndicate offers and promotions  Real-time traffic analyticsB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramThe Benefits of Authorized Retailer Badging Scalable Industry Solution Manufacturers RetailersB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramHow it WorksStep 1Create Badges forsyndicationB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramHow it WorksStep 2We work with yourauthorized retailersto get CIQ codeadded to their siteB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramHow it WorksStep 3Your CIQ Badgesappear on everyproduct page onevery page loadB&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Authorized Retailer Badging ProgramHow do we get started?B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
    • Questions?Channel IQ | Brand & Channel BootcampBecoming a ChannelLeader in a ChannelManager WorldPeter WeedfaldPresidentGen One Venturespeter@genoneventures.comJeff MesserGM Brand ProtectionChannel IQjmesser@channeliq.comor: info@channeliq.com