Managing Communication with Distribution Channels
Many organizations communicate with their audiences through intermediaries known as distribution channels. Manufacturers often sell through distributors; service organizations may partner with delivery partners; universities reach students through guidance counselors. These organizations reach their markets through “channels.” In some cases, the only way their messages reach their markets is through the voice of their channels.
Managing channel communications is often critical to the success of products or services. Channel partners need to understand your organization and the benefits you offer, vis-à-vis your competition. Channel partners must be trained – and motivated – to represent your interests and advance your brand. And they need to act independently and cooperatively with each other.
MarketPoint understands channel communications. We help clients develop messages and communications vehicles that empower their channels, as well as tools their channels can pass through to their markets.
When we have a question or hit a speed bump, MarketPoint is available and responsive in guiding us through it.
MarketPoint provided interim management while we dealt with some instability and turnover in the Marketing department. Outsourcing on an interim basis enabled us to stabilize our marketing function, establish a baseline, reassess our needs, and establish a sustainable balance of internal leadership and outsourced services.
MarketPoint is smart enough to recognize that there are core issues at the heart of any business regardless of whether it’s a club, a law firm, a technology company or a health care organization, and they understand that face-to-face communication often yields the best results and breeds greater camaraderie.
MarketPoint was easy to work with, and made the research process fun and collaborative.