THE IMPORTANCE OF DISTRIBUTION NETWORKS

We have seen previously that Multicultural Marketing consists of adapting and localizing content to reach the targeted clientele 

in their own language and culture.
We also explored 7 keys that provide quick access to new markets.

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​We now discuss the importance of identifying and using the distribution networks within the targeted cultural community to better position and deliver your product or service.

Existing Distribution Networks

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?

Developing 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:

• Quickly multiply the number of outlets
• Recruit several retail ambassadors for your product or service
• Accelerate the distribution of your product or service
• Facilitate in-store marketing efforts as retailers will typically support marketing efforts that help sell your product or service
• Your brand image will be better recognized within the targeted community
• Save time and money by working with a reputable local firm

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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.

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Follow our complete series on The Keys to Multicultural Marketing  to:

• Push your thinking further on the subject
• Inspire you to take action
• Avoid costly mistakes
• Conquer new markets