How to Stop Random Acts of Channel Marketing, Using Platform Technology (Channel Management)

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Preventing Random Acts of Channel MarketingThe Emergence of Platforms for Synchronized Channel Marketing

Mark Kurtz, [email protected] @markkurtz@gagegroup

#StopRandomMarketing #ChannelChiefs

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What does random look like?

?

$

http://images.google.com/imgres?imgurl=http://ecx.images-amazon.com/images/I/51Boq1XGEFL._SL500_AA280_.jpg&imgrefurl=http://www.amazon.com/Wall-Street-Technology-Magazine/dp/B00006L1GM&h=280&w=280&sz=19&hl=en&start=3&usg=__LnC2HmCA0bZTJhq_xuGQOkGCG6s=&tbnid=nBKQ4743HE-viM:&tbnh=114&tbnw=114&prev=/images?q=technology+magazines&gbv=2&ndsp=20&hl=en&sa=N

http://images.google.com/imgres?imgurl=http://images.amazon.com/images/P/B00005N7Q4.01.LZZZZZZZ.jpg&imgrefurl=http://weblogs.jomc.unc.edu/talkingbiznews/?m=20070212&h=500&w=388&sz=59&hl=en&start=3&usg=__1MRo_1jXW3qj_Qw5hTvLDcRZPHE=&tbnid=6mce-hUV0BEwmM:&tbnh=130&tbnw=101&prev=/images?q=business+magazines&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.mp4converter.net/images/upload/iphone_home.gif&imgrefurl=http://www.mp4converter.net/news/the-apple-iphone-unveiled.html&h=495&w=300&sz=41&hl=en&start=3&usg=__0zK4jGlbWVHxek5mtEQhh6I9UBo=&tbnid=AaWJZbhjD6s-CM:&tbnh=130&tbnw=79&prev=/images?q=iphone&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.textually.org/textually/archives/archives/images/set2/radio.jpg&imgrefurl=http://www.textually.org/textually/archives/cat_sms_television_and_radio.htm&h=292&w=350&sz=23&hl=en&start=2&usg=__s3zW5rROCU7ym5VJGY1QKQ_qJxY=&tbnid=sUwK7XCRIKfqlM:&tbnh=100&tbnw=120&prev=/images?q=radio&gbv=2&hl=en

http://www.fspacecreative.com/images/directmail.jpg

http://images.google.com/imgres?imgurl=http://www.microsoft.com/library/media/1033/windowsxp/images/using/moviemaker/create/68862-email.gif&imgrefurl=http://www.microsoft.com/windowsxp/using/moviemaker/create/saveforemail.mspx&h=387&w=455&sz=16&hl=en&start=18&usg=__573ayJJjaXyo0jnIh-8vlr45Ams=&tbnid=CTQWcvA6UoG8_M:&tbnh=109&tbnw=128&prev=/images?q=e-mail&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://www.microsoft.com/library/media/1033/windowsxp/images/using/moviemaker/create/68862-email.gif&imgrefurl=http://www.microsoft.com/windowsxp/using/moviemaker/create/saveforemail.mspx&h=387&w=455&sz=16&hl=en&start=18&usg=__573ayJJjaXyo0jnIh-8vlr45Ams=&tbnid=CTQWcvA6UoG8_M:&tbnh=109&tbnw=128&prev=/images?q=e-mail&gbv=2&hl=en

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What problem are we solving?

@markkurtz @GageGroup

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M I S S I O N : B U I L D P A R T N E R ’ S B U S I N E S S

S T R E N GT H E N R E L AT I O N S H I P S

E M P O W E R C H A N N E L M A R K E T I N G W I T H T E C H N O LO GY

D R I V E B E H AV I O R T O I N C R E A S E S A L E S

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1. Channel Chief Stories

2. Integrated Ideas / Global Channel

3. Platform Revolution

3 TA K E A WAY S

@markkurtz @GageGroup

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37% to 72% market share via Channel “Micro Moments” 8 figure MDF! Now what? Role of Psychology Importance of UX Auctions for channels? Really? Why? #UseTheData Dogfood

NOTE: Randomness Eliminated by Platforms

C H A N N E L C H I E F S P E E D R O U N D

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37% -> 72% Preference

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Fun and easy RelevantAttribute based GamificationEarn points for activityRedeem for content

C U LT I VAT E I N F LU E N C E R S

@markkurtz@GageGroup

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N U RT U R E

PointsCommitmentsGeo-Demo-PsychoAttributesDAM-CRM

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( L A N D A N D ) E X PA N D

“Champions” Adhoc promotionsTeam sellingSocial LearningCE

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“Micro Moments”

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Optimizing MDF

Channel Optimization Platform




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Role of Psychology (FOMO)

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FOMO• HUGE traffic generator• Cool stuff• Scarce• Highly discounted• Everyone has an

opportunity

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#IntegratedMarketing

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Make your platform beautiful…(Importance of UX)

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Auctions

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Live Auctions

Controls reward liabilityUnique experiencesCombine

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Dogfood

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H O W D O YO U M E A S U R E YO U R P L AT F O R M T O P R E V E N T RA N D O M

M A R K E T I N G ?

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S T A R T W I T H C H A N N E L J O U R N E Y M A P S

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# U S E T H E D A T A

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Apply best practices for engagement


What does elegant look like?

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Program introduction ad Tradeshow booth display Office poster Collateral/how to get started

Responsive design/mobileSmartHQ

Online banner ad & emailPromotional videos

online & TV

SmartRewards

Mug/promotional products T-shirt Buttons, pins for milestones Tablet sleeve

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Integrating effective channel platforms is like a workout, you

need to continuously invest time and effort to see results over time.

If you are out of shape, hire a trainer…

Best Partner Workforce Learning Solution

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