Channel marketing has developed itself to a specialistic segment of marketing. Once,  years ago, it used to be at the forefront of implementing innovative ideas. Lead tracking and tracing programs have been well implemented at noumerous occasions at an early stage, co-marketing and co-branding have seen great successes and in retail shop in shop concepts have proven their value.

The latest trends in marketing however have seen slow adoptation in this formerly innovative segment and are still rarely used. Large companies are very carefull when looking at the use of social networks (other then for recruiting). The wildest virals come form brewers, not from ICT companies and Twitter is seldomly used effectively. Most companies don’t have a social media strategy or their employees are not informed.The companies still have a spokesperson but are pratically unaware of what their employees are publishing on LinkedIN, FaceBook or Twitter and cetainly don’t provide a stimulative guidance to make the most of these opportunities.

Where is the innovation in channel marketing? Earlier this year I had the honour of being a member of the jury of the IDG Channel Xcellence Awards. And although the overall quality of the contesters was very high, the creativity was rather dissapointing. A large part of the audience was surprised that the winner was not one of the traditional Vendors who always have good or better programs, but a reseller (Alternate) who had done a creative program together with their Vendor Sitecom: The National Championship Routerrunning. A great alternative way to create PR awareness for their local audience. I was reminded today on this program because a national newspaper anounced the 2nd edition in a full editorial comlumn! (http://www.routerrennen.nl/)

If you know of creative channel marketing programs, please leave a comment at: http://partnerperformance.wordpress.com/