September 19, 2013 at 8:29 AM

Reviewing Your Distribution Channels

Recon Thursday/Place

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

Advertisement

Once a Day Marketing™ featured video blog: Placing Your Products in the Right Place

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Recon Thursday and we’re going to look inside your company at Place, one of the 7Ps, also known as distribution.

What channels are you currently leveraging to make your product available to customers and potential customers?  You may be in a direct sales or retail environment; perhaps you’re selling your products online or using distributors or catalogs.  Your business may be centered around trade shows and the B2B environment.  There are many outlets to sell your product.  The question of course is where are the right places to be.

Seriously evaluate all the ways your customers can buy your product.  Are you everywhere you should be?  Are some channels working well and others aren’t?  Do you need to make changes?  Should you find new channels?  Monitor results by distribution methods to ensure customers are finding your product where they want it and you are achieving the results you expect.  If a particular channel is working for you, then keep pushing product through it.  If another channel has poor results, consider shutting it down.

Also research what your competition is doing.  You may be able to identify an interesting practice that you can emulate.  Search from a broader perspective as well, there may be another company doing something creative with respect to how they are pushing their products through a channel and you can do the same thing.

Lastly, you can ask your customers which distribution methods best meet their needs.  Again, the goal is to be where they want to find your product, not necessarily in the channel that you prefer.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

Advertisement