There are many ways to marketing a product and promoting your brand. Choosing the right strategy and appropriate channels will help gain much-needed traction. In this blog, we are going to look at the different channel types. Additionally, examples in each channel will be discussed. </SPAN> </SPAN> </SPAN> </P> <P> <SPAN id="i25gcg"> <SPAN id="itotsg"> <SPAN id="ikqt4d"> Product marketing does not have a single right channel. Moreover, any good marketing strategy requires a combination of multiple channels to succeed. The choice should be based on the target group, the product offered, and the market competition. Strategically promote the product by targeting the right customers to saves a lot of time and money. </SPAN> </SPAN> </SPAN> </P> <P> <SPAN id="i3vag3"> <SPAN id="i4ueef"> <SPAN id="ibunjc"> Channels can be broadly classified into direct and indirect channels. Direct channels are those where the product is sold directly by the company. Indirect channels are channels where the product is sold on behalf of the company. Let us look at some examples to better understand the types of channels. </SPAN> </SPAN> </SPAN> </P> <H2> <SPAN id="ikvn6f"> <SPAN id="icdvt2"> <SPAN id="in92q1"> Direct Product marketing channels: </SPAN> </SPAN> </SPAN> </H2> <H3> <SPAN id="ip2w7g"> <SPAN id="i22r0g"> <SPAN id="icwx9s"> Direct advertising </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="is2a2d"> <SPAN id="ilzwmf"> <SPAN id="it2ykp"> It is the most common form of marketing. Direct Advertising is when a company reaches out to its potential customers. While doing so they raise awareness about their products. The briliance of direct advertising is that, it convinces the customer that the product is an essential. Here are a few examples. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="izmqwf"> <SPAN id="iptxnl"> <SPAN id="i5g27j"> Physical mail and e-mail </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i3aspg"> <SPAN id="icyb9x"> <SPAN id="iarwgr"> Newspaper ads </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i665bx"> <SPAN id="i2ss3j"> <SPAN id="i2xthh"> Billboards </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i2x124"> <SPAN id="ib7jca"> <SPAN id="ibx3r3"> Sponsored events </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="io5w22"> <SPAN id="i2jbsf"> <SPAN id="i6gc56"> Telemarketing </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i7rkrq"> <SPAN id="ize3b5"> <SPAN id="iofo7n"> Coupons </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="izdwh3"> <SPAN id="i8eway"> <SPAN id="ipdabk"> Commercials and infomercials </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i7ycuc"> <SPAN id="iq5vne"> <SPAN id="i593zk"> Flyers, pamphlets, and leaflets </SPAN> </SPAN> </SPAN> </LI> </UL> <H3> <SPAN id="igut8i"> <SPAN id="i1z5hg"> <SPAN id="ieur8h"> Company website </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="iey69g"> <SPAN id="ilm4xg"> <SPAN id="ivuirk"> A company website is essential. This is most likely the first point of contact for a potential customer that wants to learn more about the product. Therefore, keep the website clean and simple. As the interface of a website facilitates building credibility as a reputed brand. It can also serve as a platform to provide services to visitors. Having a website boosts product advertising by providing accurate and detailed information. Moreover, the advantages of a website are plenty, </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="ih9idc"> <SPAN id="iffxgk"> <SPAN id="i41mqz"> Easy access to new customers </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i5zmc4"> <SPAN id="i7vybx"> <SPAN id="iqjhc5"> Customer education and refining their needs </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iiu9ly"> <SPAN id="islz47"> <SPAN id="i3spuu"> Creates a brand and identity </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i8ysrk"> <SPAN id="i4zein"> <SPAN id="iozezb"> Builds credibility </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ih99vc"> <SPAN id="i01qxf"> <SPAN id="igub36"> Provides a platform for two-way communication </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="it0b4u"> <SPAN id="ic8975"> <SPAN id="i97u2s"> Improves customer services. </SPAN> </SPAN> </SPAN> </LI> </UL> <P> <SPAN id="ie1nqe"> <SPAN id="iqnbhl"> <SPAN id="i4jswa"> At Workik, we provide custom websites, boilerplate application and other website development services. All this with minimal downtime and the website will be ready to go within a week. In order to know more, contact us at <A href="https://workik.com/" target="_blank"> Workik.com </A> </SPAN> </SPAN> </SPAN> </P> <H3> <SPAN id="iorn6u"> <SPAN id="ij6kc1"> <SPAN id="ime1f8"> Digital marketing </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="i852mi"> <SPAN id="ilf9g8"> <SPAN id="igr8ku"> The whole world has turned digital. Digital marketing is a good place to target a large percentage of customers, marketing your product here in particular has a far reach. If you want to create brand awareness quick and easy this is the place to be. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="in7azm"> <SPAN id="i7vita"> <SPAN id="iflh15"> Social media marketing (SMM), take advantage of both formal and informal platforms. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i333vg"> <SPAN id="ix8vhc"> <SPAN id="iepfzw"> Create relevant videos, infotainment is a good ice breaker. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i8o541"> <SPAN id="ion1x8"> <SPAN id="ih74kv"> Write product relevant articles and blogs coupled with subtle marketing. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iaef22"> <SPAN id="iyhhdv"> <SPAN id="ioio9z"> Search engine optimisation (SEO) is essential to generate organic traffic. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iapcni"> <SPAN id="is7igf"> <SPAN id="i642b8"> Search engine marketing (SEM) is equally important to generate ads-based traffic. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iaqqk5"> <SPAN id="ir1ox6"> <SPAN id="ivbars"> Pay per click (PPC) advertising </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i7bb62"> <SPAN id="i8wbd6"> <SPAN id="i8p7k5"> Affiliate marketing </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ii7nma"> <SPAN id="imixz2"> <SPAN id="il1w2y"> Instant message (IM) marketing where messaging platforms are targeted </SPAN> </SPAN> </SPAN> </LI> </UL> <H3> <SPAN id="iz65jj"> <SPAN id="i2clbo"> <SPAN id="i281vr"> Special offers and services </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="ifjd42"> <SPAN id="ipezdj"> <SPAN id="inkz3b"> Offer an incentive to try the product, it is a great way to gain customers. Having the feel of the product helps customer decisions based on the experience. Make your product unique, this will bring back the customer for more. Make sure the customer opts the product, for the ease and feel it provides and not just as a solution to a problem. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="i0mg87"> <SPAN id="iyoyh9"> <SPAN id="ihqn2c"> Offer bundles and packages that provide long-term incentive </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ixsr32"> <SPAN id="iqiu16"> <SPAN id="ivnykn"> Provide a free trial </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="im5kn2"> <SPAN id="iwgsv7"> <SPAN id="ib3tvt"> Offer an incentive such as new customer discounts or bonus product </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iklvqf"> <SPAN id="i8uzxk"> <SPAN id="iab83k"> Provide a freemium service </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ico20t"> <SPAN id="in2un5"> <SPAN id="ijqgph"> Implement reward points </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i895a8"> <SPAN id="i9rzar"> <SPAN id="ibesbg"> Cashback on the future transaction </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ic1sgv"> <SPAN id="i8vpau"> <SPAN id="iv4f72"> Free limited upgrade </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="is7d21"> <SPAN id="ixgacl"> <SPAN id="ibwwlq"> Promotional items </SPAN> </SPAN> </SPAN> </LI> </UL> <H3> <SPAN id="i6eojh"> <SPAN id="iadk11"> <SPAN id="iny9pi"> Sales personnel for product marketing </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="iifh9u"> <SPAN id="ikrkck"> <SPAN id="iapa3j"> Having a sales team that directly markets the product and creates brand awareness is equally important. The products information gap is bridged while encouraging the customer to try the product. Although it is expensive to have marketing personnel, it will be advantageous for products that are hard to understand. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="ignpkh"> <SPAN id="igiikl"> <SPAN id="ia9lak"> Telemarketing for easy to understand products. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="itdrrv"> <SPAN id="i9rbx8"> <SPAN id="i18w6i"> Emails, meetings, and document sharing for products that require education. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iptdyg"> <SPAN id="it1ixn"> <SPAN id="i9iuhr"> Client services to cater to the client’s needs. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="it99de"> <SPAN id="i1exnj"> <SPAN id="i7sw5r"> Network marketing if applicable. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ibsd8h"> <SPAN id="i6y584"> <SPAN id="i19vn7"> Sales support working behind the scenes to support sales representatives. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iekrzf"> <SPAN id="i1cds1"> <SPAN id="i37pvy"> Merchandisers that provide support while retailing and wholesale selling. </SPAN> </SPAN> </SPAN> </LI> </UL> <H2> <SPAN id="inc6kz"> <SPAN id="iw8y9e"> <SPAN id="ijd3mi"> Indirect Product Marketing channels: </SPAN> </SPAN> </SPAN> </H2> <P> <SPAN id="iuamz7"> <SPAN id="i6wqnh"> <SPAN id="ie6t3z"> In contrast to direct marketing, these channels are not common in a startup environment. However, if the potential of these channels could be tapped, it will prove beneficial for the growth of a company. </SPAN> </SPAN> </SPAN> </P> <H3> <SPAN id="i6cpan"> <SPAN id="iaxgjv"> <SPAN id="i0me3k"> Partnering </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="iil453"> <SPAN id="i7y2ni"> <SPAN id="ibgysw"> Partnering is with another product is a simple strategy. Look for companies that have a similar customer base, make sure your product adds value to the potential partner company. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="ibcznf"> <SPAN id="ijcbgp"> <SPAN id="isvy3g"> Make sure goals align </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iit3tl"> <SPAN id="iphvff"> <SPAN id="i6tgc2"> Pitch the concept </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iyy0pf"> <SPAN id="idnmut"> <SPAN id="i2axl3"> Set clear expectations </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ij1rrt"> <SPAN id="i3skmv"> <SPAN id="ixhcf8"> Define what results of the partnership </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i2k2gg"> <SPAN id="i6eugd"> <SPAN id="ixmbak"> Enlighten the partner about the benefits reaped </SPAN> </SPAN> </SPAN> </LI> </UL> <H3> <SPAN id="ig7zup"> <SPAN id="i1i63l"> <SPAN id="i417yt"> Retailers and Distributors </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="ig2dn7"> <SPAN id="ipo0of"> <SPAN id="iqy9tk"> These channels apply to physical products. This is a lucrative approach but a tough nut to crack. </SPAN> </SPAN> </SPAN> </P> <UL> <LI> <SPAN id="ish8hh"> <SPAN id="i55z4w"> <SPAN id="it84vp"> Present the product at trade shows </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iy908a"> <SPAN id="iab8bj"> <SPAN id="iuc1xe"> Exclusive retail stores </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="i64zak"> <SPAN id="ihutga"> <SPAN id="idy73m"> Offer instant sales bonus (sales spiff) to retailers </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iwtw98"> <SPAN id="igngle"> <SPAN id="ir6naa"> Target local stores initially </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ih4vpg"> <SPAN id="i3x4lb"> <SPAN id="ip422k"> Give importance to packaging, aesthetics matter. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="id9big"> <SPAN id="ii0tss"> <SPAN id="iaiq79"> Pitch your market margin. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="ihzfu9"> <SPAN id="ixya1g"> <SPAN id="i3wgog"> Offer lucrative incentives to distributors. </SPAN> </SPAN> </SPAN> </LI> <LI> <SPAN id="iu81jl"> <SPAN id="iedf5k"> <SPAN id="ic8rvj"> Get the pricing right; include production cost, packaging cost, distribution costs and other business-related expenses to the final product cost. </SPAN> </SPAN> </SPAN> </LI> </UL> <H3> <SPAN id="imtems"> <SPAN id="idts0j"> <SPAN id="ink9o7"> Value added reseller (VAR) </SPAN> </SPAN> </SPAN> </H3> <P> <SPAN id="itext8"> <SPAN id="inq06e"> <SPAN id="i3txmg"> VAR is when your company adds value to an existing company, it could be either a feature or a service. The final product is resold as an integrated product, a brand-new product or as a <A href="https://en.wikipedia.org/wiki/White-label_product" target="_blank"> white-label product </A> . Product marketing is not done through this channel, but if you manage to bag and maintain a reseller making profits will be second nature.