MARKETING CHANNELS

LEAD GENERATION

WHAT IS A MARKETING CHANNEL?

A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption.

An alternative term is distribution channel or 'route-to-market'. It is a 'path' or 'pipeline' through which goods and services flow from vendor to the consumer. A marketing channel may include several inter-connected intermediaries such as wholesalers, distributors, agents, retailers.

МАРКЕТИНГОВЫЙ КАНАЛ

Маркетинговый канал – это система экономических институтов и организаций, которая обеспечивает доступность продукта компании потребителям, т.е. система дистрибуции, обеспечивающая доступность продукта потребителю в процессе выбора, физическое получение продукта потребителем и его оплату. Типы маркетинговых каналов

Прямые (производитель продукта не прибегает к услугам посредников)

Многоуровневые (привлекает посредников)

Селективный (знание специфики продукта) Интенсивный (max присутствие товара в точках продаж, требованиея min) Эксклюзивный (ограниченное число посредников)

ФАКТОРЫ

особенности конечных потребителей возможности самой фирмы - её финансовое

положение, конкурентоспособность, масштабы производства;

характеристики товара - вид, средняя цена, сезонность производства и спроса;

степень конкуренции и сбытовая политика конкурентов;

характеристика и особенности рынка

KEY FACTORS

1. Know Your Target Audience

2. Create Relationships & Build Trust

3. Go To Where Your Audience Already Is

MARKETING MIX 4P’S -> 4 C’S

Product → Commodity Price → Cost Place → Channel Promotion → Communication

consumer-oriented model

CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS

Traditional Media

• Newspaper/Magazine Advertising • Outdoor Advertising (i.e.; Billboards, Bus Boards) • Direct Mail • Public Relations (News & Interest Publications) • Telemarketing – Outbound call campaign

Online

• Online Advertising (News & Interest Websites) • Public Relations (News & Interest Websites) • Links on Partner Websites • Email Marketing – eNewsletters / eBlasts • Opt-in Tools on Websites and Micro-Sites

Search Engine Marketing (SEM)

• Pay-Per-Click (PPC) • Organic Search Engine Optimization (SEO)

Social Media • Blogs/Forums • Professional and Social Networks • Webcasts • Surveys

CHOOSE THE MOST APPROPRIATE MARKETING CHANNELS

Mobile • Text Messaging • Mobile Applications

Live Networking Events

• Speaking Engagements • Participate! Provide & Gain Information • Qualify leads by asking questions • Take notes - Follow up with a personalized message

Partner & Customer Co-Marketing Efforts

• Partner with organization who share the same target audience • Referrals

Compassion Marketing

• Associate your company with non-profits and interest groups that your audience has a passion for • Sponsorships • Co-Marketing Efforts

CRAFTING YOUR MESSAGE

Evaluate how your existing customers came to be your customers

Develop your elevator pitch using the key benefits of your product/service

Personalize your message to your various customer segments and their sales cycle stage

Your objective... Create Relationships and Build Trust

Problem to Solution story-telling Share valuable information

GATHER INTELLIGENCE

Define your current customer base and model your target audience from your existing customer profile.

What type of person/company buys your products?

What customer segments are your most-frequent & most profitable?

Assess target audience demographics & psychographics Age, Education Level, Home Value, Family

Position, Gender, Interests What challenges/opportunities do they have?

ASSIGNING RESOURCES

Follow up with every qualified lead Active participation within each lead generation

channel Assign budgets/personnel

If resources are limited, prioritize channels and focus on the best performing channels

Don’t get spread so thin that you’re not able to actively participate within each channel