Channel IQ - Becoming a Channel Leader in a Channel Manager World

Becoming a Channel Leader in a Channel Manager World

November 14, 2012

Peter Weedfald President Gen One Ventures Jeff Messer GM Brand Protection Services Channel IQ

Channel IQ | Brand & Channel Bootcamp

Peter Weedfald President Gen One Ventures Peter Weedfald is President of Gen One Ventures. The company works non-exclusively and directly for GE providing sales, marketing, operations, product management & retail channel consulting insights across GE Licensing’s family of business partners. Mr. Weedfald’s past experience includes SVP and CMO of Circuit City Corporation, SVP of Sales and Marketing in North America for Samsung Electronics, SVP of global marketing and EVP, GMM of Internet Appliances for the ViewSonic Corporation, and various executive VP, Publisher, Sales and Marketing positions at Ziff-Davis Publishing and Ziff Davis.

· Getting back to the “Four P’s” in your retailer strategy · Leading and partnering with your retailers to ensure profitable margin pools · Creating lasting, trusted brand relationships with your retailer · Helping your retailers create differentiation for their own brand Gen One Ventures Supposition 1. PVC: price, value, cost. 2. Speed of change and opportunity: causes irrational channel strategies. 3. Impossible: to solo advertise your way to brand and product greatness. 4. The manufacturer: must become build an ambient substrate, be the publisher. 5. Articulation of demand: relating and creating the 4P’s and the 4A’s as one. 6. Complexity: is the refuge of the unsure. 7. Questions: are the answers through the dignity of knowledge. 8. Choice not chance: through smart organizational leadership. 9. Draft: never stand alone. 10. There is no difference: between sales and marketing.

Are you maximizing your manufacturer/retailer opportunities?

There is no difference between selling and marketing!

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There is no difference between selling and marketing!

Example Knowledge Points: Exhibition ROI & ROR

PRODUCTS

BRAND

PROMISE

CHANNELS

REVENUE

PROFIT ROI

e-DIGITAL

PLATFORM

•Sales: There is no business without profit margins •Profit: There is no profit without product productivity •Plans: There is a business plan for every product •Marketing: Below the line and above the line as one

SMART BUSINESS GROWTH

COMPETITIVE MARKET MAKING OPPORTUNITY

•Identify key competitors strengths and weaknesses • Capitalize on 4 P’s

• Expand the market

•Business Plans

BRAND EQUITY •Unaided Awareness: 18 (‘09) 26 (’00) •Positive Opinion: YOY, MOM, WOW •Brand Equity: surpass target competitor •Channel Equity: competitive data • Market Sensing: promise and measure RATIONAL & DRAFTING

CHANNEL STRATEGY

• Strengthen 80/20 rule channel partners • Build your channel partners brand

• Never compete against your channel • Always profit your channel and they in

turn will profit you

INFRASTURCTURE PLATFORM FOR GROWTH

•e-CRM, Multiple micro-sites, Social Engineering, email marketing •e-commerce, e-detailing team, mobile marketing

Marketing Selling

Is there a difference between selling and marketing in your company?

ARBITRAGE

Optimizing Arbitrage Versus Your Direct Competitors

Authorization Allocation Advertising ARBITRAGE Product Pricing Placement Promotions

NEGOTIATION (PUSH)

SELL THROUGH (PULL)

PRODUCT MANAGEMENT (PUSH)

SALES ORGANIZATION (PULL)

Retailers & Distributors 4 A’s

Manufacturers 4 P’s

e-Video Clips

Celebrity Event - Draft

Detailing Market Sensing

Creative Promos

Hollywood

Marketing

PR & Analyst Relationships Active

Web Simulcast

e-Commerce

Blog Chatter

Sports Marketing

e-video Broadcast

Internet Search Radio

Social Engineering

e-Mail Marketing

Cause Marketing

CRM Mining

Loyalty And Reward

e-Monitoring

Selling

ARBITRAGE

There is no difference between sales and marketing!

Are you maximizing your manufacturer/retailer opportunities rationally?

Jeff Messer GM Brand Protection Services Channel IQ For over 15 years, Jeff Messer has been an innovator in manufacturing and retail industries by creating, developing, and managing complex sales and marketing channels. Prior to Channel IQ, Jeff was the Director of eBusiness and Digital Marketing for BTI, a manufacturer of computer peripherals and power accessories. His work at BTI was a natural evolution from his eight year tenure as the National Sales Director at Channel Intelligence, where Jeff worked with numerous Fortune 500 brands. Jeff is a bit of an enigma in the manufacturing and service world; having applied his “The Road Less Travelled” business philosophy to create successes time and again.

B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ

http://www.channeliq.com

B&C Bootcamp | Becoming a Channel Leader in a Channel Manager World | November 14, 2012 | © 2012 Channel IQ 16



Making Authorized Easy

Authorized Retailer Badging Program Why Badging?



Until Now… CIQ Verifies:

Consumer is buying from an authorized

retailer

The product is guaranteed under warranty

The retailer and manufacturer will stand behind the sale

But not one system has been able to provide Product Authorization

Some of the badges common to eCommerce:

Guaranteed Safe Transactions Financial data & payments

Quality Customer Service Satisfaction & service levels

Warranty Coverage Product warranty, for an additional price

Authorized Retailer Badging Program We’re Building a Good Idea



Some of the badges common to eCommerce:

Guaranteed Safe Transactions Financial data & payments

Quality Customer Service Satisfaction & service levels

Warranty Coverage Product warranty, for an additional price

Authorized Retailer Badging Program We’re Building a Good Idea



Logistical burden for manufacturers and retailers to change content across hundreds of product pages.

Current graphics are easy to copy and paste.

No trusted third parties to verify relationships and unauthorized merchants falsely make the same promises as retailers who follow the rules.

Authorized Retailer Badging Program Why Current Approaches Don’t Work



Consumer confusion and lack of awareness as to what an authorized retailer is, and what they offer than an unauthorized retailer can not.

Authorized Retailer Badging Program Why Current Approaches Don’t Work



Authorized Retailer Badging Program What is Badging?

Your Logo Here

1st real time Product Authorization System

for online retailers



Eliminate many of the common barriers to instilling online consumer confidence and put messaging control back in the hands of your partnership.

Manufacturers Retailers

Ease of content/design management

Dynamically generated content Badge plagiarism detection Customized messaging

explaining relationship with retailers

Ability to syndicate offers and promotions

Real-time traffic analytics

Easy to implement Scalable effort (One and done)

Protects credibility Educate customers about

reliable online retailers Detailed product level traffic Higher sales conversion

Authorized Retailer Badging Program The Benefits of Authorized Retailer Badging



Retailers

Manufacturers

Authorized Retailer Badging Program The Benefits of Authorized Retailer Badging

Scalable Industry Solution



Step 1 Create Badges for syndication

Authorized Retailer Badging Program How it Works



We work with your authorized retailers to get CIQ code added to their site

Step 2




Your CIQ Badges appear on every product page on every page load

Step 3




Authorized Retailer Badging Program How do we get started?


https://channeliq.secure.force.com/cisp/

Becoming a Channel Leader in a Channel Manager World

Questions?

Peter Weedfald President Gen One Ventures [email protected] Jeff Messer GM Brand Protection Channel IQ [email protected] or: [email protected]

Channel IQ | Brand & Channel Bootcamp

Technology

Channel IQ - Becoming a Channel Leader in a Channel Manager World