Know-How Exchange : Strategy

The most important thing to do develop a consistant/congruent marketing model throughout the network. My company does this for a living, so we are very keen on staying on top of this.

For example, I control the marketing for a product which is distributed world-wide. There are several distributors and sub-contracted marketer for each region. I have to strive to make sure none of them take the marketing into their own hands in order to protect the brand and campaigns. We do this via verbal and written clauses/statements in all communication and contracts. Everyone is well aware NOT to proceed with any of their own ads, promotions etc. without my consent.

You start by what I mentioned above; CLEAR communication before after and during the relationship with distributors. Put it in writing, and give several subtle (or sometimes direct) reminders of the fact.

Targeting should be based on previous sales/customers, consumer surveys, competitor analysis, and/or focus groups (as far as the product is concerned). Regarding targeting the proper sales channel, make sure to research the companies to make sure they distribute/sell yr type of product. I like to stick to the smaller, more focused distributors. For example, my product is a toy, so I stick to distributors with toy experience and, of course, toy stores.

Here is a good article to read as well:

https://www.marketingprofs.com/3/hansen1.asp

Good Luck!