Using existing distribution networks allows members of the target community 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 has already been established; making it easier for you now to penetrate the market for the product or service in that community.
Should you use existing or develop new distribution networks?
It is sometimes necessary to develop a distribution network within the target community when none exists. Although this does require an investment of time and resources, once the network is developed the brand image of the company gets more visibility and is more easily recognizable because the company enjoys the advantage of being first in its category in the targeted community. Being accompanied and represented by a reputable firm will also save you time and money.
In summary, identifying and using the distribution networks within the targeted cultural community will bring you the following advantages:
Understanding the culture of your target clientele helps you to avoid costly mistakes and maximize the impact of your marketing efforts.
In the next article of The Keys to Multicultural Marketing series, we’ll look at how cultural knowledge can be a plus when marketing to cultural communities.
Harry Félix is a multicultural marketing strategist, business development consultant and founder of Metro City Marketing.