If you’re in charge of marketing YOUR brand to your channel partners, you know the challenges you face, first and foremost: breaking through the noise. Channel resellers are bombarded with messaging, incentives, shiny new flat-screen TVS, tickets to the super-bowl…on the one hand, it’s a marketers dream (so much possibility) – but the nightmare comes when nothing breaks through.
Feel their pain.
While the internet of everything has amazing benefits and potential, the barrage of everything does not. Listen to their wants and needs, hear their pain points, and when you communicate with them, be sure you do so in a way that shows you understand how they feel.
Respect their time.
In many ways, this is the biggest challenge for us all – but especially channel partners. Time is so precious. So, make all of your communication with them count. Make it short, sweet, and to the point. When you run programs together, offer concierge services, including assistance with the design and development of cobranded campaign materials.
Make it worth it.
Ultimately, vendors who provide their channel partners with programs that are easy to use, and produce measurable ROI for them are the ones that will break through the noise.