3 Table Stakes for Brands Growing Channel Partner Programs
A recent report by Demand Gen revealed that brands plan to increase investments in channel programs.
“Channel program budgets will be boosted by nearly 70% of those surveyed, as they upgrade a variety of support services and activities such as partner training, channel incentives and partner relationship management.”
Here’s the deal: Training & Incentives are great, but partners need access to time-saving expertise in advertising for three reasons. One, partners are concerned with their sales, they want support to drive profitability. Two, partners want access to a marketing solution that requires the least amount of time possible. Three, becoming the preferred brand of a partner requires proving the quality of your product and the incremental value you offer as a fellow contributor to their business.
It is Always About Sales
Partners want what you want: Sales. Give them support that will drive profitability, and that starts with a marketing solution that focuses on driving consumers to their store. Sales-driven training sessions can teach partners how to make the most out of your brand’s marketing program. Plus, it allows your partners to understand the benefit and impact of your improved, combined efforts. With access to time-saving, co-branded marketing campaigns, partners can harness the power of your brand combined with their local recognition for better performing advertising that directly impacts their bottom line (and by extension – yours).
It is Always About Time
Managing financials, employees, and inventory plus making it to their kid’s soccer game on time, partners live ultra-busy lives. As such, they tend to dislike complex marketing solutions. An effective marketing solution should take little time or effort and be mobile-optimized. Offer your partners a simple method to publish (and customize) high-quality, brand-approved campaigns in minutes. You’ll reap the benefits as they drive preference for your brand.
It is Always About Value
Becoming the preferred brand of a partner is about proving the quality of your product and the incremental value you offer as a fellow contributor to their business. A partner marketing on their own is a partner who sprays and prays. Offer a solution that allows partners to tap into your brand’s data to target the right audience and increase their campaign performance. Your program should also include simple metrics so partners can gain valuable insights, understand what they are achieving, and see the impact that your brand’s investment.
A successful channel partner program offers sales-driven strategies that drive profitability for their stores, is accessible for non-marketers, and considers the needs and wants of your partners equally. If your brand invests in a partner program, make it one that feels like adoption is a no-brainer for your local partners.
Learn more about how Tiger Pistol’s Collaborative Advertising Platform directly addresses both your brand’s and your partners’ needs.
Related Posts
Driving Franchisee Adoption for Local Advertising
We all know that presenting new solutions to your franchise board of fervently independent owners takes a certain finesse, not to mention bravery. But you’ve done your research and know that your solution will drive meaningful results. Make your pitch perfect by concentrating on the three “Ps” for program adoption success. Pitch Create a compelling [&hell
Brand Executives Focus on Strategic Planning and Increase Spend for Channel Marketing Programs, with Social Media as a Top Priority
A new Partner Marketing Study was just released from Foundry, a wholly owned subsidiary of International Data Group, Inc., that helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data. The company revisited its previous partner marketing studies from 2019 and 2014 and noted some interesting
Digiday Names Tiger Pistol “Best Social Marketing Platform” for the Third Time in Annual Technology Awards
Continuous innovation for companies that need localized campaign strategies at scale among top reasons for Tiger Pistol’s most recent win. Tiger Pistol, the leading collaborative advertising platform that delivers local activation at scale, received the 2022 Digiday Technology Award for Best Social Marketing Platform, marking the company’s third win of this