This weekend my 5-year-old son and I tagged along with my wife to a conference she was attending in West Virginia. As a leader in STEM (Science Technology Engineering Math) Education, she’s frequently invited to conferences such as this one, and typically they take her to magnificent coastal or historic locations all over the world.
Which brings us to . . . West Virginia? Well, of course it appealed to me—in addition to my passion for channel marketing and business interests, I’m also an outdoorsmen at heart, and am always in search of the next great adventure.
Needless to say, the prospect of visiting the great Mountaineer State definitely got me excited. But, upon mentioning the trip to friends,
colleagues, heck, even total strangers, and highlighting my excitement about it, I began to sense that I was in the minority. What I mean is, it seemed to me that some people tend to think of West Virginia as a place in economic hardship, rather than one filled with pristine natural beauty.
Here’s my theory: If West Virginia can take control of their message, and
start to more actively steer their communication and marketing strategies in the right direction, they could bolster their tourism and boost their economy. Tourism is already their largest industry, but with all it has to offer it could be so much more. A booming industry such as tourism could only have positive effects on the overall economy of the state. One need only observe a state like Michigan, with it’s “Pure Michigan” campaign, to see the effects such strategies can have on a region’s general perception. Of course, one of the world leaders in terms of managing their “brand” and marketing their positive qualities has to be New Zealand’s South Island, the “Adventure Capital of the World.”
Many of the more mature Channel Marketing Programs face a similar challenge. Your channel partners (and even the media) are so focused on a perceived problem with your channel program or a past misstep, that they aren’t able to see the “wild and wonderful” qualities that make your channel program great.
It’s time to start taking control of your message to the channel. Start a campaign that shines a light on all the amazing benefits and uniqueness of your program. For example, did you know that 60% of the United States population lives within 500 miles of West Virginia? Or that 75% of the state is comprised of beautiful, breathtaking wilderness? Why not highlight your spectacular mountains, endless trails, or unmatched rivers? Why not promote your strong, proud work ethic, and remind people that “A Mountaineer is Always Free!”
Are you adequately marketing your Channel Reward Program, Deal Registration Program, and all the resources you have worked so hard to put in place? Or are you letting your channel marketing be defined by others or previous challenges?
Move the Channel,
Travis