Wednesday, December 15, 2004
Channel Marcom: Product Centric Ads Still Common
OK. I know I just said ads were at least giving token mention of customers in partner advertising. I was wrong.
Samsung is marketing its printers on product features alone. See page 23 of the 12/6/04 CRN. Not even a nod to the channel partner, let alone his or her business. Not a mention of channels at all.
Perhaps they saved money just running the end user ad in the channel trade magazine.
The Channel Pro
2 comments
OK. I know I just said ads were at least giving token mention of customers in partner advertising. I was wrong.
Samsung is marketing its printers on product features alone. See page 23 of the 12/6/04 CRN. Not even a nod to the channel partner, let alone his or her business. Not a mention of channels at all.
Perhaps they saved money just running the end user ad in the channel trade magazine.
The Channel Pro
2 comments
Comments:
I worked at NEC in Australia for a number of years and I believe it is the mystic approach of many Asian /Japanese vendors. They do not believe in western ways and so the importance of the channel or how you handle people is insignificant
It is not just Asian companies that have this problem. In fact, the Japanies car companies have developed some of the best channels in the US. Look at the previous rave for Lexus.
Instead, the problem is a tactical approach to channels rather than a strategic approach. US technology companies can be just as myopic as Samsung or NEC.
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Instead, the problem is a tactical approach to channels rather than a strategic approach. US technology companies can be just as myopic as Samsung or NEC.
