EN-7 The IMPORTANCE OF DISTRIBUTION NETWORKS
EN-7 The IMPORTANCE OF DISTRIBUTION NETWORKS
We discuss the importance of identifying and using the distribution networks within the targeted cultural community to accelerate market penetration. These networks can be formal or informal. Nonetheless, they are a crucial step to secure the cultural community buy-in of your brand, product, or service.
The importance of using existing distribution networks allows your community partners to grow while promoting your product or service. As a result, you gain multiple ambassadors who will talk to their customers about your product or service. The trust that exists within the distribution channel between the distributor and retailers and between retailers and customers is already established which makes it easier to penetrate the market for the product or service within the community.
It is sometimes necessary to develop a distribution network within the target community when none exists. This requires an investment of time and resources. However, once you complete the network development the company’s brand image can get more visibility and will be easily recognizable because the company enjoys the advantage of being first in its category in the targeted community.
When it is not possible to develop or strengthen an existing distribution network within a cultural community. You can strategically adapt your staffing allocation to better represent the cultural community that you are trying to serve. Special promotions and content adaptation can be used to develop more affinity with your community target at selected locations.
I have seen stores adapting their music playlist to better welcome their clients, decorating their retail space to celebrate a special community, Independence Day, New Year or religious festivities. Hiring members of the community that you are trying to reach will help you gain insights on the community’s culture and enable you to serve the clientele in their own language to accommodate clients that do not master any of the official languages yet.
In summary, identifying and using the distribution networks within the targeted cultural community will bring you the following advantages:
• Quickly multiply the number of outlets
• Recruit several retail ambassadors for your product or service
• Accelerate the distribution of your product or service
• Facilitate in-store marketing efforts as retailers typically support marketing efforts that help sell your product or service
• Members of the cultural community will better recognize your brand image
You can also save time and money by working with a reputable marketing firm with extensive local knowledge and expertise.
Harry Félix is a multicultural marketing strategist and a business development consultant. He is the founder of Metro City Marketing. He has been contributing to propel international, national, and local businesses since 2012.
Together creating wealth in our community!