Direct Marketing Channel Examples
Copyright 2005 Rok Hrastnik
With the growing popularity of podcasting, publishers and vendors worldwide are wondering how to monetize that content channel.
Today we take a look at how vendors can monetize podcasting through enhanced marketing activities.
While publishers may find it relatively easy to integrate podcasting into their business models without really "creating a revolution" opportunities for vendors really go beyond traditional marketing tactics.
To understand the opportunity that we must understand what podcasting brings to the table marketing: the power of voice, delivered directly to our prospects, customers, employees and partners.
While the text still could be more "useful" format and the easiest to consume, voice itself has the unique feature of being able to express emotions and personality to lead the marketing communications.
For marketing, monetizing podcasting will not come through ad sales or sales content, but through opportunities to improve their marketing communications with the power of emotion, delivered directly to their receipients.
These are just some possibilities for you to consider:
a] PR: Audio press releases, messages of company executives, expert interviews and other materials related industries, all delivered directly to the media.
b] Direct marketing: Sales letters and other ad creative, delivered in audio and directly to potential clients.
c] Customer Relationship Management Support for the users' personal messages and greetings company executives, the key messages to customers persoanlized, key account managers, educational and industry interviews, seminar or conference recordings, support information and tutorials, …
i] Promotion: Achieving additional company / brand / product exposure by providing podcasts and promoting them via podcast directories and search engines.
f] E-commerce: Similar products and audio presentations, delivered to prospects that opt to receive the latest product. In the case of audio products, podcasts can also carry short excerpts or advancement of new issues, and so attract prospects to order.
g] brand and Prospect Conversion: The educational content and industry interviews that help to reduce the sales cycle or generate or enhance the credibility of the company and improve its brand.
h] advertising in podcasts third
And so on …
In these examples monetization does not come through the revenue directly, but indirectly through improved sales.
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Article Source: ArticlesBase.com – Podcasting Monetization Strategies for Marketers
The current gloomy economic conditions are forcing suppliers to find alternatives to the traditional approach of treating central channel. Vendors are discovering that his classical approach through the distribution network is not helping. In fact, the approach is very expensive and offers very little value.
Every business has an established hierarchy to reach end users. In this string, the channel is always relaxed and play a vital role. They work as a window between vendors and users end. However, in changing conditions, the same is also changing. Reviewers market are the detection of a paradigm shift in approach vendors.
Why direct selling is the approach followed?
Sellers, in fact they are overlooking the channel distributors to reach end users. According to them, the canal serves no purpose. Are not able to meet the needs of manufacturers and end users, when orders are the volumes. At the same time, are very fearful that competitors can enjoy the advantage of exploring the innovative use of new channel options.
To achieve its sales targets and ensure a better return on investment, suppliers are involved in direct sales to consumers place orders in bulk. Direct sales with very steep discounts that are impeding the channel business and therefore their profit margins. Recently, many such incidents have come into knowledge, quoted by the press of a brief Assosciation technology leader.
Practical Issues: Related journals published on the site of the same association IT cite many examples, but concealing the names for sellers and distributors.
Example 1: A distributor of Tiruppur launched desktop Vendor "B". The price special attention to dealer B was Rs 18,500 plus tax and dealer quotes rs 19,000 plus VAT. But surprise a dealer, the seller will void and approached the client directly. The special price offered to customers was Rs 14,000 + VAT with a volume of 40 systems. The discount was offered flat 26%, which prevents the approach of distributors and their margins. Likewise, the screw of the relationship and trust between dealers and customers.
Example 2: Agent P Salem quoted prices of some products to maintain its margin over Rs 21,999, plus VAT, which was quoted in the list of suppliers Q. But to his surprise, the order was picked up by some other distributor located in another city for 14,800 Rs net. The discount is worked 33% and the size of the order of 50 systems.
The list of such incidents is quite long and is of concern to Busy channel partners. They are losing their businesses, as is obvious from the above incidents.
These incidents highlight the merchants dealing in both directions. Engage in direct sales is made to order in bulk and prefer to focus on the channel to earn profits. The results are very negative to this approach two sides as completely erodes the trust relationship between the client and the channel. The Business Channel is ruining because of such interventions. In addition, the traditional protocol violation of the territories is due to this practice.
Measures To see these problems:
* The channel partners do not have to reach out to vendors engaged in direct sales.
* Take active measures to stop direct orders to their territory.
* Above However, vendors must also follow the same approach as if the sellers are putting the final customers for wholesale orders.
* If the territory is violated protocol, dist which must be compensated by appropriate ORC directly by the supplier.
* A clear indication should be released by the vendors in the context of direct orders, violations territory, supplying brands rival members, the removal of SPC, month-end discounts and help to channel money to match the direct order if you are dedicated to supplies in bulk.
In the final, you can say that the channels through India must address this serious problem of deep discounts for direct orders. They sought clarification and involve some mild commercial terms to be followed by all sellers, distant and channel partners.
www.MarketingPlanNOW.com – Marketing-mix as a planning tool (1)
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