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

November 14, 2012
Channel IQ | Brand & Channel Bootcamp

Becoming a Channel
Leader in a Channel
Manager World
Peter Weedfald
President
Gen One Ventures

Jeff Messer
GM Brand Protection Services
Channel IQ

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.

Are you maximizing your manufacturer/retailer opportunities?

· 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.

There is no difference between selling and marketing!

There is no difference between selling and marketing!

NOT CHANCE
CHOICE

Example Knowledge Points: Exhibition ROI & ROR
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
COMPETITIVE RATIONAL & DRAFTING
MARKET MAKING CHANNEL STRATEGY
OPPORTUNITY BRAND
PROMISE • Strengthen 80/20 rule channel partners
•Identify key competitors • Build your channel partners brand
strengths and weaknesses
• Never compete against your channel
• Capitalize on 4 P’s • Always profit your channel and they in
PRODUCTS CHANNELS turn will profit you
• Expand the market

•Business Plans

REVENUE e-DIGITAL
PROFIT PLATFORM
ROI INFRASTURCTURE
PLATFORM FOR GROWTH
SMART BUSINESS GROWTH •e-CRM, Multiple micro-sites, Social Engineering,
email marketing
•Sales: There is no business without profit margins •e-commerce, e-detailing team, mobile marketing
•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

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

Marketing Selling

Optimizing Arbitrage Versus Your Direct Competitors

Retailers & Distributors Manufacturers
4 A’s 4 P’s

Authorization Allocation Advertising ARBITRAGE Product Pricing Placement Promotions

NEGOTIATION SELL THROUGH PRODUCT MANAGEMENT SALES ORGANIZATION
(PUSH) (PULL) (PUSH) (PULL)

e-Monitoring CRM
Creative Mining
Marketing
Promos Blog Chatter
Detailing
Market
Sensing Hollywood

e-Commerce

e-Video Clips

ARBITRAGE
Sports Marketing

Loyalty
And Reward

Social Engineering

Cause
Marketing
e-Mail
Marketing

e-video
Celebrity
Broadcast
Event - Draft

PR & Analyst
Relationships Active Internet Search
Selling
Radio Web
Simulcast

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.

16

Authorized Retailer Badging Program
Why Badging?

Making Authorized Easy


We’re Building a Good Idea
Some of the badges common But not one system has been able to provide
to eCommerce: Product Authorization

Until Now…
Guaranteed Safe Transactions
Financial data & payments CIQ Verifies:

 Consumer is buying from an authorized
retailer

Quality Customer Service  The product is guaranteed under
Satisfaction & service levels
warranty

 The retailer and manufacturer will stand
behind the sale
Warranty Coverage
Product warranty, for an additional price


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


Why Current Approaches Don’t Work
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.

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


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.


What is Badging?

1st real time
Product Authorization System
for online retailers

Your Logo Here


The Benefits of Authorized Retailer Badging
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  Easy to implement
management  Scalable effort (One and done)
 Dynamically generated content  Protects credibility
 Badge plagiarism detection  Educate customers about
 Customized messaging reliable online retailers
explaining relationship with  Detailed product level traffic
retailers
 Higher sales conversion
 Ability to syndicate offers and
promotions
 Real-time traffic analytics


The Benefits of Authorized Retailer Badging
Scalable Industry Solution
Manufacturers

Retailers

How it Works
Step 1
Create Badges for
syndication


How it Works
Step 2
We work with your
authorized retailers
to get CIQ code
added to their site


How it Works
Step 3
Your CIQ Badges
appear on every
product page on
every page load


How do we get started?


Questions?
Channel IQ | Brand & Channel Bootcamp

Becoming a Channel
Leader in a Channel
Manager World
Peter Weedfald
President
Gen One Ventures
peter@genoneventures.com

Jeff Messer
GM Brand Protection
Channel IQ
jmesser@channeliq.com

or: info@channeliq.com

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

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