Dealers, distributors and sales reps represent audiences that are too often overlooked by marketers and their agencies. While Diane Martin speaks specifically about the ag marketplace, her advice is applicable to more traditional animal health channels.
Companies apply Pareto’s 80/20 thinking over and over to optimize resource deployment while relying on channel systems to manage the transactional tactics. Too frequently, the softer “linchpin” advocacy by a channel representative is overlooked. The most successful companies help channel representatives understand the “why and how” as well as the “who,” “what,” “when” and “where” components of marketing communications.
Source: Marketing to Farmers, January 15, 2019. Link. Dealers, distributors and sales reps play a critical role in the purchase process beyond being purveyors of products and services. They inform and influence farmers’ decisions, support the post-purchase experience and often are the linchpin in brand loyalty and repurchase.
INSIGHTS: There are almost no secrets in the marketplace. Failing to include channel representatives about various promotions, programs and messages wastes considerable time and lends itself to misinformation.