Marketing Channel Strategy

Executive Summary

When choosing channel members, it is important to manufacturers like LG and

Apple to make sure that they are pursuing the proper avenues to be able to

achieve their sales and brand notoriety goals. In doing so, each have different

channel structures that allow them to obtain those goals. Like any other

manufacturer attempting to analyze the channel structure, there has to be a

fair amount of research that goes into it to be able to determine the needs of

the channel members and, hopefully, create a prosperous channel for all.

For both of the exempli#ed products, Baker Audio Visual provides a viable

channel member option because of the immense qualities that they bring to

the table. The most notable of those qualities would be the amount and type of

customers that they bring to the table. Baker Audio Visual works with some of

the largest corporations on a national and international level throughout

several different verticals including corporations, mission critical environments,

educational facilities, hospitality spaces, sporting facilities, places of worship,

performance centers, and entertainment sites. Although there are several

other competitors in the area with several of them being larger companies,

none have the reputation, strength of client relationships, or the amount of

years under our belt. Baker has been working with some of the same clients

since the 1960’s, which makes a statement.

There are several ways that both manufacturers can move their product

through the channel. Some of those options include offering special distributor

pricing, the use of trade shows, demo equipment for the distributor, or retailer,

to use, as well as several different media outlets that will allow the

manufacturer, distributor, and retailer to promote the products through the

channel. Training is also an important aspect of the success of the channel. In

order to ensure that the channel members are properly highlighting the “cool

factor” of the product as well as how integrating this new technology can

improve their daily lives, it is crucial that the manufacturer is training the

salesforce for Baker Audio Visual and, in the case of Apple, training retailers as

well. The training cycle doesn’t end with the manufacturer, though. It is also

important for Baker Audio Visual to be able to properly train their clients on

how to use the technology appropriately to make sure their o0ce is running

smoothly and at maximum efficiency. In turn, the end-users of the product will

also need to be able to train new hires or anyone who may not be immediately

familiar with the operation of the new technology.

The audiovisual industry is on the rise and forming solid relationships between

manufacturers and companies like Baker Audio Visual can be signiticant for the

continued success of manufacturers like LG and Apple. Baker Audio Visual can

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also contribute value added services to ensure that the consumer is being

taken care of in the manner that is conducive to the policies of the

manufacturer.

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Goals and Objectives

For manufacturers such as LG and Apple, their biggest objective is to be able

to increase sales. Within that, being able to create brand loyalty through the

use of other channel members is how they want to be able to increase their

sales. For both, the use of Baker Audio Visual as a channel member brings to

the table their extensive client list, which includes some of the largest

corporations in the world, as well as a full range of services to be able to take

the client from start to finish on their commercial project. For Apple, they also

choose to use retailers to increase their brand awareness. The use of this

channel member also allows Apple to tap into the commercial and non-

commercial sectors.

The first major objective for Baker Audio Visual is to be able to generate

awareness for our brand by being synonymous with innovative technology.

This means that being able to offer products like the LG 84” Best In Class

Signage Display and the Apple iPad Pro are crucial to that success. For

manufacturers such as LG and Apple, being able to have a relationship with

distributors like Baker Audio Visual means being able to expand their client

base with the hopes of being able to increase their brand loyalty. Baker Audio

Visual we provides services for local, national and international clients

encompassing numerous markets including corporations, mission critical

environments, educational facilities, hospitality spaces, sports facilities, and

performance centers. Having that far of a reach will likely be a fruitful

arrangement for the manufacturers.

The next objective is to develop positive association with our brand. Baker

Audio Visual is going to dedicate our time to developing a good reputation with

our clients and within the audiovisual industry. We don’t simply install the

equipment; we also design the jobs, provide programming services, and offer

proactive service options as well as preventative maintenance plans. When

people think of audiovisual, we want them to think of Baker Audio Visual. Being

able to have all of these value-added services makes doing business with

Baker Audio Visual as a channel member even more advantageous. The

manufacturers understand that we are a full-service operation and will be able

to take care of their clients in the manner in which they would want them to be

taken care of.

For the consumer, whether it is commercial or non-commercial wants to feel

that they are purchasing technology that is ground-breaking as well as

something that may change how efficient they can be in their day. Commercial

clients are particularly involved with the client experience. When they bring

someone into their o0ce, they want to be able to brand their space to tailor

the client they are entertaining. Products such as the LG 84” Best In Class

Signage Display and the Apple iPad Pro can help them do that seamlessly and

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effortlessly. Because of that, they require the assistance of experts like Baker

Audio Visual to make sure that they are, not only getting the most innovative

products, but have a trusted partner to ensure that everything is designed,

installed, and serviced properly. Non-commercial clients want access to

products that will make their daily lives easier and will seek out the

manufacturers that can promise them that miracle.

Target Market

What is your target market?

Baker AV services many different verticals including corporations, mission

critical environments, educational facilities, hospitality spaces, sporting

facilities, places of worship, performance centers, and entertainment sites. To

narrow it down a little bit, they focus on the commercial market with the

majority of their work coming from corporations as well as the sports market.

Their normal client base is between 30-50 years of age. A lot of the

information they receive regarding perspective jobs comes from existing

relationships with architects, general contractors, designers, and existing

business. Clients are on a regional and national level, primarily, with the

occasion to have an international client.

Attributes of our target market

Age Group:

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Gender: