Written by: Jay McCallGiven the current state of the economy and its negative impact on your business, I’d like to cut to the chase and probe into one area of your business: your marketing strategy. While attending a value-added distributor (VAD) partner conference recently, I learned that more than 75% of small and medium VARs have no marketing plans. At first I was surprised by the statistic, but the more I thought about it, the stat was in line with the typical response I’ve gotten from VARs over the years about how they market themselves. “Word of mouth,” is what most VARs tell me.
If previous marketing activities produced only dismal results, consider Technology Marketing Toolkit, Inc. (www.technologymarketingtoolkit.com) President Robin Robins’ advice: “There are two elements to effective marketing — the medium [e.g. e-mail, trade publications] and the message.” According to Robins, poor marketing results often stem from marketing messages that are boring, off target, and lacking compelling offers, testimonials, headlines, and other critical elements required to get results.
Need more convincing? Check out this VAR's story. Advanced Microcomputing Concepts (AMC) was experiencing double-digit growth selling communications solutions to the real estate vertical market — until the market dried up. Through the VAR’s quick thinking and marketing initiatives, it was able to branch out into other vertical markets. Even though the real estate market is now in a slump, AMC’s business isn’t. Yours doesn’t have to be, either.