For the past 25 years, California-based Ingram Micro has been improving its channel marketing programs for solution providers and vendors and now is intending to launch a new and improved plan to benefit these groups. The company will start Channel Marketing Services, a resource that will help large solution providers and technology manufacturers create their own branding and mission to reach a national and international audience. The initiative will be fully explained and released at Ingram Micro’s VentureTech conference held in Montreal at the end of this week. Through this new channel program, the distributor will be able to advise solution providers on different ways to design and deliver marketing materials to clients
Ingram Micro is convinced because of its years of experience in the marketing field that it will be able to offer many solution providers and vendors the right kind of advice on how to broaden services in a way that will ring true with both a national and international audience.
As Ingram Micro’s experience have grown they have been able to focus on larger solution providers instead of small customers, which has allowed them to tap into this new market and develop the most recent channel program. Ingram Micro launched the program by helping Graphtech Systems, an Illinois-based solution provider create a marketing campaign to reintroduce its brand to existing customers. According to the Graphtech president, the company had acquired several companies in recent years but did not have a strong enough brand to continue to grow at a fast pace. The channel program not only increased community awareness of Graphtech but also helped make employees at the company understand the company’s mission better and sell more efficiently. The marketing plan cost the solution provider $20,000 and took four to six months to complete.
Many small solution providers and VARs can’t create a consistent logo, according to Ingram; the brand gets diluted because there is no one checking on consistency to make sure colors and font stays the same. Larger solution providers that have grown quickly often have similar problems. Ingram says the budget for a typical marketing plan in this channel program hasn’t yet been determined because it will depend entirely on the individual solution provider. Still, the company predicts that more vendors than solution providers will probably use the service.
Added By: Joshua Feinberg