channel iq - becoming a channel leader in a channel manager world
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Becoming a Channel Leader in a Channel Manager World
November 14, 2012
Peter Weedfald President Gen One Ventures Jeff Messer GM Brand Protection Services Channel IQ
Channel IQ | Brand & Channel Bootcamp
Peter Weedfald President Gen One Ventures Peter Weedfald is President of Gen One Ventures. The company works non-exclusively and directly for GE providing sales, marketing, operations, product management & retail channel consulting insights across GE Licensing’s family of business partners. Mr. Weedfald’s past experience includes SVP and CMO of Circuit City Corporation, SVP of Sales and Marketing in North America for Samsung Electronics, SVP of global marketing and EVP, GMM of Internet Appliances for the ViewSonic Corporation, and various executive VP, Publisher, Sales and Marketing positions at Ziff-Davis Publishing and Ziff Davis.
· 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.
Are you maximizing your manufacturer/retailer opportunities?
There is no difference between selling and marketing!
CHO
ICE
NO
T CHA
NC
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There is no difference between selling and marketing!
Example Knowledge Points: Exhibition ROI & ROR
PRODUCTS
BRAND
PROMISE
CHANNELS
REVENUE
PROFIT ROI
e-DIGITAL
PLATFORM
•Sales: There is no business without profit margins •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
SMART BUSINESS GROWTH
COMPETITIVE MARKET MAKING OPPORTUNITY
•Identify key competitors strengths and weaknesses • Capitalize on 4 P’s
• Expand the market
•Business Plans
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 RATIONAL & DRAFTING
CHANNEL STRATEGY
• Strengthen 80/20 rule channel partners • Build your channel partners brand
• Never compete against your channel • Always profit your channel and they in
turn will profit you
INFRASTURCTURE PLATFORM FOR GROWTH
•e-CRM, Multiple micro-sites, Social Engineering, email marketing •e-commerce, e-detailing team, mobile marketing
Marketing Selling
Is there a difference between selling and marketing in your company?
ARBITRAGE
Optimizing Arbitrage Versus Your Direct Competitors
Authorization Allocation Advertising ARBITRAGE Product Pricing Placement Promotions
NEGOTIATION (PUSH)
SELL THROUGH (PULL)
PRODUCT MANAGEMENT (PUSH)
SALES ORGANIZATION (PULL)
Retailers & Distributors 4 A’s
Manufacturers 4 P’s
e-Video Clips
Celebrity Event - Draft
Detailing Market Sensing
Creative Promos
Hollywood
Marketing
PR & Analyst Relationships Active
Web Simulcast
e-Commerce
Blog Chatter
Sports Marketing
e-video Broadcast
Internet Search Radio
Social Engineering
e-Mail Marketing
Cause Marketing
CRM Mining
Loyalty And Reward
e-Monitoring
Selling
ARBITRAGE
There is no difference between sales and marketing!
Are you maximizing your manufacturer/retailer opportunities rationally?
Jeff Messer GM Brand Protection Services Channel IQ For over 15 years, Jeff Messer has been an innovator in manufacturing and retail industries by creating, developing, and managing complex sales and marketing channels. Prior to Channel IQ, Jeff was the Director of eBusiness and Digital Marketing for BTI, a manufacturer of computer peripherals and power accessories. His work at BTI was a natural evolution from his eight year tenure as 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 service world; 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
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Making Authorized Easy
Authorized Retailer Badging Program Why Badging?
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Until Now… CIQ Verifies:
Consumer is buying from an authorized
retailer
The product is guaranteed under warranty
The retailer and manufacturer will stand behind the sale
But not one system has been able to provide Product Authorization
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 price
Authorized Retailer Badging Program We’re Building a Good Idea
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
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 price
Authorized Retailer Badging Program We’re Building a Good Idea
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Logistical burden for manufacturers and retailers to change content across hundreds of product pages.
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.
Authorized Retailer Badging Program Why Current Approaches Don’t Work
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Consumer confusion and lack of awareness as to what an authorized retailer is, and what they offer than an unauthorized retailer can not.
Authorized Retailer Badging Program Why Current Approaches Don’t Work
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Authorized Retailer Badging Program What is Badging?
Your Logo Here
1st real time Product Authorization System
for online retailers
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Eliminate many of the common barriers to instilling online consumer confidence and put messaging control back in the hands of your partnership.
Manufacturers Retailers
Ease of content/design management
Dynamically generated content Badge plagiarism detection Customized messaging
explaining relationship with retailers
Ability to syndicate offers and promotions
Real-time traffic analytics
Easy to implement Scalable effort (One and done)
Protects credibility Educate customers about
reliable online retailers Detailed product level traffic Higher sales conversion
Authorized Retailer Badging Program The Benefits of Authorized Retailer Badging
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Retailers
Manufacturers
Authorized Retailer Badging Program The Benefits of Authorized Retailer Badging
Scalable Industry Solution
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Step 1 Create Badges for syndication
Authorized Retailer Badging Program How it Works
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
We work with your authorized retailers to get CIQ code added to their site
Step 2
Authorized Retailer Badging Program How it Works
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Your CIQ Badges appear on every product page on every page load
Step 3
Authorized Retailer Badging Program How it Works
B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ
Authorized Retailer Badging Program How do we get started?
Becoming a Channel Leader in a Channel Manager World
Questions?
Peter Weedfald President Gen One Ventures peter@genoneventures.com Jeff Messer GM Brand Protection Channel IQ jmesser@channeliq.com or: info@channeliq.com
Channel IQ | Brand & Channel Bootcamp
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