Coaxing Channels

I love complex markets that require collaboration with strategic partners, industry groups and channels. It is an exotic form of auto-masochism. Marketing requires appealing to byer motivations. But you are often not the only, or even the primary person delivering the marketing message. Intermediaries may deal more directly with end buyers than you. Yet for the buyer to receive a consistent message, perceive a consistent brand or believe a consistent value proposition, these outside organizations have to carry your message, value props and brand identities. Not being your employees, they have to be coaxed with something other than the possibility of instant unemployment. Intermediaries can either be … Continue reading

Keiretsu Whole Products

An auto insurance company can make you feel loved. A recent event caused me to interact with my insurance company (Geico) to have some minor repair work performed. Geico does many things right, from well architected web site that deliver simple yet effective customer support, to claims agents who are fast and efficient, to non-offensive lizard spokesanimals. One element of their success is delivering a whole product on the ground by forming keiretsus with other companies. In this instance, I arrived at the designated body shop knowing that Geico had set my appointment and arranged for a free rental car. What I discovered is that Geico identifies service providers and helps to manage their cooperation for Geico customers. Body shop are selected to assure great service and quality work and the car rental company (in this case Enterprise) is selected for the same reasons. Enterprise is given a desk at … Continue reading