Distribution Strategies - How To Use Them
As restrictions finally ease and the world reawakens, theatre venues, cinemas and much more will allow visitors in a limited capacity. For a lot of businesses that have committed more time to digital means of communication, now could be the time to re-engage with audiences by means of Distribution.
But how should businesses approach this effort? To answer this question, we have to look at different distribution strategies.
Intensive Distribution Strategy
Intensive Distribution Strategy
This method is intended to reach as many people as possible by using as many intermediaries and layers as possible. This method is intended to reach as many people as possible by using as many intermediaries and layers as possible.
Commonly, this strategy is used in more mature markets where your competitors are implementing the same method, and you need to be the first if not the only thing that your targeted audience sees.
In mature markets, they typically know what they want and most of the time, know where to get it - which means a lot of purchases they make are convenience-based.
An intensive distribution strategy makes your product or service the convenient option, although it is an expensive strategy and you might not need it for every circumstance.
Selective Distribution Strategy
Selective Distribution Strategy
In this strategy, you have a lot more control and you actively target your ideal audience. You would do this by looking at the geographical information of your audience.
Perhaps you have a subscription or membership service which would contain postcode or county information - using your information and audience profile will help you define your local audience.
Posters, leaflets or strategically placed displays is an effective method to implement a selective distribution strategy.
Exclusive Distribution Strategy
Exclusive Distribution Strategy
Exclusive distributions are more limited but still effective when used correctly - this method doesn’t necessarily grow your audience or increase profits.
However, it does give your current and immediate audience a reason to keep their eyes on you.
This strategy is similar to “selective distribution” but you make what you are offering just for those who are members or subscribers. Why would you do this?
It provides value - you’re reminding them of your worth and why they chose you over your competitors.
It makes the audience feel noticed - When people receive something that is just for them they feel special like they are part of something.
Potential WOM advertising - The most effective form of marketing is word of mouth. If you provide an exclusive offer, the person you have made an offer to might talk about it and convince their colleagues to join to get the same experience.
Pear Communications and Culture OOH specialise in engaging audiences using out of home means. If you would like to know more about these strategies or how you could best use them let us know by emailing hello@cultureooh.com or contact us via phone.