Pardon me for just a moment
I need to do some research. The Krystal Fernandez updates will resume at a later time. Thank you.
From Hoyt & Company:
Today, the 3 major networks combined command only a 31 share of primetime viewership reaching 20.1% of households while Wal-Mart alone captures an 83% Household Penetration and 125 million transactions per week. Is it any wonder why more and more smart marketers are seeking to establish co-marketing relationships with their key retailers as an additional way to build equity for their brands?
From Brian Goldfarb's blog:
110184
Product Manager
Manage strategy for engaging with third-party content publishers for Microsoft developer tools. Drive business plan and marketing program for academic and developer community.
Manage relationship program with book publishing partners to support publication on Microsoft developer tools in trade and academic books.
Provide book planning to developer tools product teams to engage authors and publishers to publish on new tools and technologies.
Create co-marketing plan to support publishing partners online and at industry events.
Provide ongoing communication and support to community of book authors.
• Plan developer tools track at annual publishing summit and host on-campus training events.
• Identify new authors to include in the program.
Manage Code Wise Community Web sites.
Provide ongoing support to sites in the form of information on developer tools and marketing plan to promote Web sites.
Continue growth of program worldwide and inclusion of Web sites in Visual Studio.
Plan co-marketing opportunities and manage agreements with industry magazine publishers.
Plug community influentials into company-wide marketing activities: events, web casts, blogging, MVP and RD program, etc.
Provide expertise on resources help developers learn about developer tools and technologies to product teams.
Spokesperson for developer tools community efforts.
Support the Field in engaging with book authors and participating in online communities.
Manage contract negotiation and maintenance.
From Food & Beverage Marketing:
Account-specific marketing could possibly solve many of the problems between manufacturers and retailers. It's learning how to solve the organizational and logistical stumbling blocks that remains the biggest hurdle. A continuum is necessary, with the following four stages crucial to the success of the strategy:
- Plan at the detailed account and store level.
- Execute from an account-specific perspective.
- Evaluate results according to the same framework.
- Understand the keys to performance.
From Brandweek:
[T]he irony behind the aggravation with promotion and the big predictions for co-marketing, the latest buzz-trend in consumer marketing [is that o]ne day, senior managers go ballistic over waste in promotion spending; the next, they sign over $20 million to co-marketing programs and unwittingly dilute the brand plan.
Why? Their sales forces and promotion agencies execute thousands of isolated promotional plans without evaluating the aggregate program in the context of the total business, so little is actually learned or improved....
"Co-marketing is one big undelivered promise because marketers look at it as a tactic, not as a strategy," says Jon Kramer, president of promotion agency J. Brown/LMC Group....
[W]hat's missing in the process is a common framework for planning, reporting, evaluating and improving account-level activity....The solution? Give the keys back to brand management by instituting a four phased co-marketing system.
For starters, pick your spots according to sales potential and in-store support....
Second, shift perspective. The goal is to drive traffic in specific stores....
Third, get dirty. Manufacturers are long on data but short on evaluation. To put co-marketing in a totalbrand context, there's no substitute for digging through the details, store by store....
Finally, put it in the bank. What worked, what did not-when, where and why-these are the seeds of advantage....
From Phoenix Technologies (not to be confused with the Phoenix Group):
Looking for ways to differentiate your application offering? Do you want to integrate your applications into the host protected area of the #1 BIOS creator in the world?
If you're serious about reaching PC manufacturers worldwide, then take advantage of the Phoenix Technologies Trusted Partner Network ISV Program for developers and software vendors!
The program was designed to help you succeed both in developing your product and in growing your business. The ISV Program promotes your success by providing resources for developing your software products into the host protected area (HPA) of any cME-enabled PC and co-marketing to OEMs worldwide....
From the Software Council of Southern California:
IMPACT! Sales & Marketing
Channel Marketing - Leverage Partners for Success
April 19, 2005
Joint Event with WITI - Women in Technology International
One of your best sources for revenue is the proper utilization of your external sales channels. IMPACT will help you tap into the value of leveraging partners. We'll cover acquiring, retaining and managing partners to help drive your revenue. It will also address how to avoid channel conflicts without giving up a lucrative sales channel.
Topics you will hear:
- Why does channel marketing matter?
- Who should you partner with?
- How to develop the right program to keep partners engaged.
- How to best market and pursue sales together.
- How to develop and implement an effective co-marketing plan to generate leads.
- How to open up new channels and avoid conflicts.
PANELIST:
Leslie Givens, Program Director for ISV & Developer Relations, IBM
Paul Hafen, Executive Director of Channel Sales, 8e6 Technologies
Paula Milano, Co-Founder & CEO, Axion Solutions & Ki Solutions
MODERATOR:
Kathleen Connolly, Associate Publisher, West of CRN
Leslie Givens, Program Director for ISV & Developer Relations, IBM
Leslie is responsible for developing IBM's ISV marketing and recruitment strategy and driving its successful worldwide execution.
Previously Leslie managed marketing and product management for IBM WebSphere Commerce, where she was responsible for marketing and managing IBM's portfolio of commerce technologies and products. Prior to this, Leslie held a number of positions in technology, marketing, recruitment and evangelism. Leslie joined IBM in 1997.
Paul Hafen, Executive Director of Channel Sales, 8e6 Technologies.
8e6 is a privately held network security company and is the pioneer and leading provider of appliance-based Internet filtering and reporting solutions for business, education, government and ISPs worldwide. Paul has recruited and sold through channel partners at 8e6 for the last 6 years, increasing revenues year after year. He directs reseller business for North America. Prior to joining 8e6, Paul sold technology in both direct and reseller channels and has trained teams in selling methodologies. Paul holds an MBA from the University of California, Irvine
Kathleen Connolly is the Associate Publisher, West of CRN.
West of CRN is the #1 publication in the Channel and a must-read not only for solution providers, its core audience, but for those who need to understand the solution provider market.
Kathleen is responsible for driving sales on CRN and its brand extensions; CRN.com and CRN events, as well as Digital Connect-a publication focused on the convergence of the IT and Home networking market and the channel making that convergence happen. She brings 15 years of sales and management experience beginning in 1989 on a small publication, Communications News, in the telecommunications market. She came to CMP in 1994 to drive sales on Communications Week and followed with sales and management roles on InformationWeek, Network Computing, InternetWeek, DataCommunications, LAN Times and tele.com.
After 11 years working in the "end-user" publication market, she moved over to the Channel in 2000 into her current position with CRN. A high-tech media veteran, Kathleen has spoken at many industry events and worked with a number of companies developing their channel strategies.
Paula Milano, Co-Founder & CEO, Axion Solutions & Ki Solutions
Paula Milano is the co-founder and President of Axion Solutions and its division, Ki Solutions.
Prior to founding Axion Solutions, Milano held management and sales positions with Hughes Data Systems, Sybase, Data Equipment Corporation, and Hewlett-Packard. She was named Western region Territory Manager of the year for Oracle Corporation.
Paula Milano is well known for giving back to the community. She is on the Board of Directors for Working Wardrobes, and a founding member of Orange County United Way’s Women in Philanthropy, and on the Board of Directors for the Women’s Advancement Network.
Milano and her business partner Karen Mills were named Entrepreneurs of the Year by Women In Technology International (WITI) Orange County Chapter in 2002. Milano was also nominated for the 2004 Orange County Business Journal Women in Business Awards.
Holding a Bachelor of Science in Economics and a Master’s in Business Administrations from the University of California at Irvine, Milano graduated Phi Beta Kappa and Summa cum Laude.
From Baseline:
Ostensibly, companies develop "co-marketing" programs in order to promote themselves to the outside world.
But for Gary Hensley, director of information technology at Odwalla, a maker of high-energy juices and snack bars in Half Moon Bay, Calif., the biggest benefit to participating in the "e-leaders" campaign started by Oracle is to get the ear of Oracle itself....
And because the request comes from an e-leader that Oracle is trying to showcase, it carries more weight and prompts a faster response....
But the list of Oracle e-leaders is not as exclusive as it used to be. When Pam Truswell took over last year as Oracle's vice president of service and operations, that roster was limited to 200 companies.
That made no sense to her. Asked why there was a limit, she says, "You got me. I think someone drove in to work one day and said 200 was a good number."
Now the program has morphed into a "global customer reference" program for companies with well-known names and global reputations that are using a broad range of Oracle applications. Customers such as Odwalla, who fit that bill, can get free use of video footage when Oracle sends in a camera crew to shoot a testimonial; a company may even get a $100,000 study from Bain & Co. that shows exactly how it is generating a return on its investment in Oracle software....
[S]ometimes the best way to manage one's vendor is not to deal directly with the vendor at all.
Odwalla is also dependent on Novell and its NetWare operating system and related software to maintain a network of 350 users across 30 locations, coast to coast. Over the past seven years, Odwalla has never turned to Novell for basic assistance; it's turned to Dynamic Networking Systems of Benicia, Calif., for first- and second-level support....
Soon, though, Hensley might not be able to choose which vendor to try to manage. In December [2001], Odwalla was acquired by the Coca-Cola Co. For now, it is part of the Minute Maid juice division, which also relies on Novell. But long term, that may change: Coca-Cola itself uses Microsoft network operating software and Lotus Notes, not Novell NetWare and GroupWise.
Before Coke came into the picture, managing his vendors was critical because the costs of switching—at about $10,000 per user—were too high for a medium-sized company to consider. Now, if Coke requires a switch, Hensley expects his new parent to pick up the tab.
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