Tom Levers

Partner channels are conduits of communications

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, Partner alliances by Tom Levers on September 15, 2009

BRAND PARTNERS
BRAND PARTNERS

By Tom Levers

Remember Hierarcial Marketing – where product design, price and promotion determine demand? This traditional model places communications alongside the other variables of the marketing mix.

With the Internet as a primary communication tactic and the Partner Alliance as a multiplyer of the direct sales organization, you may want to use a more Counter-Intuitive Marketing Model !

 

Business to business organizations have gotten creatively lazy to the idea of  tactical integration of communications messages. To rapidly deploy new products in the future they will have to embrace the idea of the strategy of vertical integration to take advantage of the new marketing methods for communications – ie. speaking with one voice from the CEO’s office right down to the sales and tech people is key to rapid product demand.

Because of the increased importance of company-wide brand values in providing competitive advantage, marketing is becoming a way of delivering a communications strategy, rather than the other way round. 

In the “Traditional” model, communications starts with the company, and marketing becomes part of the ‘delivery mechanism’ for the communications strategy. It does not consider various conditional factors that determine primary and secondary forms of communications.

What are the implications of this vision of vertically-integrated marketing communications? Lets first understand the definition of Vertical Integration in general business… it is when a company expands its business into areas that are at different points of the same production path, ie the  Operating System Software company decides to make Software Utilities that it would normally need or the Auto company decides to go into the tire business.

An obvious marketing translation is the importance of integrating internal and external marketing communications. ie  All the employees are highly credible ambassadors to its external public – both in what they say to their communities and the service they provide to their customers. Both word of mouth and performance can be enhanced to the benefit of the organisation by sustained  internal marketing.

 A second implication of the strategic vertical marketing integration is the importance of developing partner channels as conduits of information, as well as , products and services.

Marketing frequently differentiates between ‘push’ and ‘pull’ strategies. ‘Push’ strategies ( direct selling) offer incentives to channels , pushing them towards the end user. ‘Pull’ strategies, on the other hand, use directed techniques ( advertising ) to stimulate demand in order to pull the product, or service, through the channels.pepsi_besser_lf29jun59

‘’Pull-“to find a need and satisfying it”, but Push -“create the awareness that a need exists”… metaphor rankles the old school traditionalist . 

Although Start-Up ventures have no product category established… no awareness of need, so if they have a need,  Vertically Integrated Marketing-“what is the fastest methods to get attention”  is the key driving communications tactics !

Push and pull strategies are not mutually exclusive. For example, a Trade Event directed solely at the end user will be seen by alliance partners, analysts, even competitors who validate and bolster their confidence in the category of product or service concerned.

While it is necessary to operationalise marketing communications strategy by combining a number of different disciplines and tactics, customers experience brands in their own terms. In order to communicate in a customer-centred way, organisations need to consider how their brand messages are received. 

The customer-centered communications methods can be broken down into ten (10) sources, but clearly there are infinate ways of a prospect hearing, seeing, or experiencing your brand. Public relations, word of mouth/tech, events, forms of media advertising,  sales promotion activity, internet searches, text messages, direct marketing, your direct sales, and finally alliance partners that can be extensive,  and only partially controllable.

The uncertainty of partners alliances makes it all the more important to think through brand contact points thoroughly, in order to gauge their potential implications. The key is to maintain that an organisation can improve its management of this process by a careful consideration of the different ways in which customers come into contact with the brand – offering a standardised  framework for action planning.

The traditional distinctions between push, pull and profile strategies  are giving way to ways of analysing and planning marketing communications which recognise the complexity of how customers receive messages.

Finding out how customers access marketing communications reveals their preferences in receiving information. As active recipients of brand messages, they can screen out the irrelevant and the inconvenient. Observing their preferences in this regard can be a source of genuine competitive advantage.

A way of improving your marketing is by improveing the singularity of your brand communications strategy…  from the point of view of the customer it will look as if your Brand is everywhere.
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One Response

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  1. Channel Expert said, on September 21, 2009 at 12:14 pm

    Nice stuff youv’e got here


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