Can Your Distribution Channel Help You Save Money on Marketing?

When evaluating the benefits of using particular types of distribution channels there are a number of issues that pop up along the way. You talk about speed and the effectiveness of getting your products to your customers. You discuss the wisdom of tying yourself with a particular company. Most importantly, however, you want to consider what value your distribution channel is going to add or take away from your products and services.

The good news is, if you've chosen your distribution channels and partners correctly you should be able to find that even your marketing campaign flows more smoothly and cost effectively than ever before. Retailers carrying your products often run specials that will serve to let their customers know about what your company has to offer. Coupons and sales can be your greatest ally! You're also going to have a more cost efficient method of reaching your target audience than you would have had using marketing directly, because they already have your target market visiting them on a daily basis.

Does this mean all you have to do to ensure your company's success is find the right distribution partners? Absolutely not. You still want to put as much thought and effort into your marketing campaign as you would have if you were single-handedly managing your own direct distribution. (Take a moment and pretend you're Michael Dell, the man who built his entire company on the foundation of marketing directly and aggressively to his consumers.) While the cost of your campaign will dip slightly due to extended exposure, the relative cost (your marketing cost to sale ratio) should zoom as your well-chosen partnerships help send sales soaring.