Dealers look to marketing support for business success

Marketing support is vital to business success, according to the recent results of a channel survey.

The survey conducted by distributor Anglia Telecom Centres, incorporating Fone Logistics, has concluded that one of the biggest challenges faced by mobile dealers is being able to unlock the potential from key vertical markets.

A poll across a combination of the Anglia Telecom and Fone Logistics’ bases has concluded that 78% of all respondents are in need of assistance in identifying and creating marketing opportunities within business sectors they identify as central to their operations.

Interviewees were asked a series of questions about which mobile networks were of greatest importance to them; the vertical markets most relevant to their business; and their marketing capabilities in putting together activities to address their ideal combination. This resulted in over three-quarters of the respondents requesting support in building marketing strategy and campaigns.

Within the vertical market sectors surveyed, Sports, Media and Leisure was identified of primary importance with a weighted score of 3.75 from a possible 5, closely followed by Computing and Telecoms; Transport, Travel and Logistics and Professional Services (e.g. legal, financial). Education and Public Sector scored lowest with a weighted score of just over 2 out of a possible 5.

Head of Marketing, Julien Parven, commented: “The results of the networks and vertical markets questions came as no surprise to us, but the extent to which partners are looking for marketing support to be able realise these opportunities quite amazed us. It is however, entirely consistent with our approach of becoming more integrated with our partners and offering out our marketing capabilities as an extension to their businesses. Next year will see a greater number of initiatives that will bring this strategy to life.

“By working closely with partners to help them understand the fundamentals of marketing and of business development strategies will help set them apart from their competition in creating their niche within their chosen markets.”

Anglia Telecom and Fone Logistics is the only distributor to be able to offer O2, Orange and Vodafone to its partners and actively promotes the benefits of solution selling within key market segments.