Campaign Strategy :: The Channel Play

The Channel Play is one where you employ channel partners to sell your product or service for you. Getting your foot in the door is the hard part. This is a business and a marketing strategy that can pay off real dividends if it's done right.

Selling your product or service through distributors can often be the spring-board to success for many small businesses. The problem, however, is that marketing to distributors, or "Channel Partners" is a completely different message than to the end user.

Begin by marketing to the channel though media that is targeted at this elusive audience.
A good starting point is trade show exhibitions. Every year, distributors and decision-makers attend these events to stay on top of the newest and most promising products and services.

At the show, you'll be surrounded by competition seeking the same shelf-space. Remember, your message here is how your product or service will not just sell, but will provide a high rate of return to the distributor who carries it.

Once you've secured channel partners to resell your product to end users, you must not expect them to do all the marketing for you. You may need to also employ a Push/Pull strategy.

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