At Bright Digital we have lots of experience working with huge, well known and also smaller, lesser known IT companies who need to recruit (and retain) channel partners to their program. For IT companies large and small, the channel can be the lifeblood of the company. Whether the challenge is to put your relatively unknown or new program out there, to attract a specific type of partner to an established program, or to retain existing program members, it’s important that the most appropriate tactics – and treatment – are employed. The Bright Digital team are experts in creating campaigns that combine memorable creative with cutting edge marketing techniques – and we never take our eye off the results being generated, constantly tweaking and optimising. This means we create effective campaigns that really, actually deliver!

We often get asked “how do you recruit resellers to a program?” This is not an easy question to answer, like perhaps “how do you get traffic to your website?” is. Why is it so tricky to answer that question? What is more complex about channel marketing is that there is another level involved – it is not simply marketing to the end customer, but instead marketing to the people who will then themselves market to the end customer! Then there is the product education... Add to this the fact that the audience you are targeting is itself very specific, and you’ve got quite a challenge ahead...

Lucky we have BAGS of experience doing this then isn’t it??!

Here are some examples of techniques we have successfully employed in the past to give you a flavour of where we’re coming from...

Communication strategy development
Whether it is email or social media, we will work out the best ways to talk to potential and existing program members, taking the messages to the place where your target audience is and giving them the information they require regularly and in the medium they prefer.

Channel sales tools
Providing useful and easy to use sales tools for the channel not only makes existing program members’ jobs easier (and therefore makes more money for you), it also acts as an attractive key differentiator from all the other programs out there for prospective program members when they hear about them. We can create concise and helpful information collateral, customisable marketing tools, whizzy video magazines to showcase your products and generate leads… we’ve got loads of tricks up our sleeves.

Co-marketing solutions
Often the reseller wants to show off that this product comes from you, so in this instance it helps to co-brand marketing tools. We make sure yours and their brand sit alongside in exactly the right balance, making it extra simple for program members to use. News management and content - By creating lots of useful online content and news about your products, your program, your support for resellers, how to be more successful in your program etc etc, and distributing this by as many routes as possible, you get the message out there that this is a great product and a great program – and who wouldn’t want to be part of that? We have lots of experience creating, managing and distributing news and content so it works hard for you and you get more for your money.

Incentive schemes
We have run some hugely successful reward schemes to encourage the channel to compete with each other to sell more products. The secret is combining engaging creative with a sense of community and competition – and of course great prizes. These are a sure fire way to boost sales via the channel and always really popular with the participants. The client is happy - and so is the channel. Result!

Online training and product education
We believe one key to a successful channel campaign is providing excellent support and constant education about the product itself. More and more channel people are tuned into receiving their training and information online in a range of formats whether they be quizzes, webcasts, video tuorials, podcasts - whatever. We can provide online training and product education in a range of formats to suit your audience.

Webcasts
Webcasts, or webinars as they are sometimes called, are a really effective way of creating an online event about your program. A webcast is great for online training, as above, or to attract and introduce new people to your program. We can help drive people to the webinar, create the webinar itself, and also provide all-important follow up strategy so you get maximum return.

Partner extranets
Giving your partners a place to go to speak to you, each other, get support and information and so on, is absolutely key to supporting them in their sales of your products. We can create a secure extranet and also provide engaging and informative content to ensure they have all they need.

Talk to us today about getting more people signed up to your program or retaining existing members – we’re bursting with suggestions!