We discuss the importance of identifying and using the distribution networks within the cultural community targeted to accelerate the market penetration. These networks may be formal or informal. Nevertheless, they constitute an important step to ensure the accession of the cultural community to your brand, product or service.
The importance of using the networks of existing distribution allows community partners to develop and promote your product or service.
As a result, you gain a number of ambassadors who will tell their customers of your product or service. The bond of trust that exists in the channel of distribution between the distributor and retailers, and between retailers and customers is already established, which facilitates the penetration of the market for the product or service in this community.
Sometimes it is necessary to develop a network of distribution within the targeted community when it does not exist. This requires an investment of time and resources. However, once the network is developed, the brand image of the company gets more visibility and is more easily recognizable, as the company enjoys the advantage of being first in its category in the targeted community.
When it is not possible to develop or strengthen your network of distribution within a cultural community. You can adapt strategically staffing to better represent the cultural community that you are trying to serve. Special promotions, and adaptation of content may be used to develop more affinity with your target community.
J’ai vu des magasins adapter leur liste de musique d’ambiance pour mieux accueillir leurs clients, décorer leur magasin pour célébrer un Jour d’Indépendance ou un Nouvel An communautaire ou bien même des festivités religieuses. L’embauche de membres de la communauté que vous essayez d’atteindre vous aidera à mieux comprendre la culture de la communauté et vous permettra de servir la clientèle dans sa propre langue pour accommoder les clients qui ne maîtrisent pas encore les langues officielles.
In summary identify and use the distribution networks within the community cultural referred will bring you the following benefits :
- Multiply the number of points of sale
- Recruit several ambassadors at retailers for your product or service
- Develop more rapidly the distribution of your product or service
- Facilitate the marketing efforts in-store as retailers usually support the marketing efforts that help the sale of your product or service
- Your brand will be better recognized within the community
- Save time and money by working with a local firm renowned
You can also save time and money by working with a marketing company deemed with a vast knowledge and local expertise.