Direct Marketing - How to Create a Good Direct Distribution Channel for a Service
Saturday, November 23, 2013
Distribution channels, or marketing channels, are techniques used by producers or sellers to get their product or service to consumers. Although many distribution channels use intermediaries to assist the movement of goods to consumers, most service-oriented businesses use direct distribution channels because of the nature of the "product." Since a service is an intangible item, it does not lend itself well to intermediaries along the distribution channel. Creating a good direct distribution channel can greatly impact the success of your business.
1
Research your market. Although the market for a service may seem obvious, there are often hidden opportunities that can only be uncovered by conducting the proper research into who actually uses the service you offer. More importantly, research can help you ascertain which direct channel is most frequently used by the consumer when looking for your service.
2
Analyze your budget. Some potential distribution channels may be out of your reach because of budget constraints. Television, for example, can be an effective way to create a direct distribution channel, but it is likely the most costly option as well.
3
Select a medium that fits both your budget and your objectives. For services, the most common direct distribution channels are print media, television, radio and the Internet. Your research should help you decide which direct channel is best suited for the service you offer.
4
Create your advertisement for the direct channel you have selected. Use the research you conducted to focus your advertisements on the demographic group most likely to need your service. A service oriented toward senior citizens, for example, may be more successful using print media than the Internet. A service geared toward teenagers, on the other hand, may fare better using a Web-based channel.
Tags:
Direct Marketing, Marketing
1
Research your market. Although the market for a service may seem obvious, there are often hidden opportunities that can only be uncovered by conducting the proper research into who actually uses the service you offer. More importantly, research can help you ascertain which direct channel is most frequently used by the consumer when looking for your service.
2
Analyze your budget. Some potential distribution channels may be out of your reach because of budget constraints. Television, for example, can be an effective way to create a direct distribution channel, but it is likely the most costly option as well.
3
Select a medium that fits both your budget and your objectives. For services, the most common direct distribution channels are print media, television, radio and the Internet. Your research should help you decide which direct channel is best suited for the service you offer.
4
Create your advertisement for the direct channel you have selected. Use the research you conducted to focus your advertisements on the demographic group most likely to need your service. A service oriented toward senior citizens, for example, may be more successful using print media than the Internet. A service geared toward teenagers, on the other hand, may fare better using a Web-based channel.
