Watkins Multi-Channel Strategy

Overview

Beneficial or harmful to your Watkins business?

As you know, Watkins products are available through Consultants like our team members. But the products are available in other ways, too, because Watkins uses a strategy known as "multi-channel marketing."

The Watkins' multi-channel marketing strategy brings independent consultants significant positive potential, along with some unique challenges. To learn what it's all about, watch the videos in the right-hand column, read this article, see the detail articles from the links at the bottom of this page, and then contact your sponsor or upline leaders for additional coaching as needed.

What is Multi-Channel Marketing?

According to Wikipedia, "multi-channel marketing" simply means that a company uses many different ways to reach current or prospective customers. A "channel" might be a retail store, a web site, a mail order catalog, email, text message... or, in our case, an independent Watkins consultant.

Virtually every traditional provider of products or services uses a multi-channel approach these days. Just think of all the different places you see or hear ads for Geico Insurance, Coca-Cola, McDonald's, etc.

Here are some things Watkins currently does as part of their multi-channel strategy:

• Watkins has us, the independent consultants, promoting the home-based business opportunity and sales of Watkins products.
• Watkins sells products to stores for sale on retail shelves (through direct negotions with national chains like Walmart and Target, or through middle-man brokers for smaller chains and stores).
• Watkins sells products directly to customers who contact the company but who have not been in touch with a particular consultant. The company maintains an e-mail list of these customers and sometimes sends them special offers.
• Watkins works hard to get featured in hundreds of magazine articles.
• Watkins occasionally features products on televison (such as on home shopping channels, "Let's Make a Deal", and the "Today" show).
• Watkins promotes products through a company Facebook page, by occasionally providing products to prominent bloggers for review, and other social media efforts.
• Watkins occasionally gets products into the hands of "trendsetters" such as by getting Watkins products into celebrity's gift bags at award show ceremonies.

What are the Benefits?

The benefits of a multi-channel approach help the company as a whole, and each of us as independent consultants:

• Builds Brand Awareness: Having the products visible through multiple channels gets more people familar with the Watkins brand name. For example, when people see a few Watkins products in a store where they usually shop, it makes them familiar with the brand name. And even if they never buy a Watkins product in that store, they recognize the name and are more receptive when one of our team members shows them the products or business opportunity.
• Increases Manufacturing Efficiencies: The multi-channel strategy results in more overall sales through the various channels. This keeps the manufacturing and shipping teams at Watkins Corporate working closer to full capacity, which leads to significant costs savings.
• Helps Keep Prices Down: When the company makes more units of product each time they run a batch, it keeps the cost-per-unit lower. That means the company can hold down the suggested retail price of products to be more competitive with other products of other companies.
• Makes More New Products Possible: With more ways to get products to customers, Watkins knows that they will sell more units of each new product they develop. So, having multiple channels makes it more financially sound for Watkins to research and develop more new products.
• Strengthens the Company and Our Opportunity: All of the benefits mentioned above work together to make Watkins a stronger company, which will be around for decades to come.

So, the main point is that Watkins multi-channel marketing strategy is something VERY GOOD for each of us consultants and for the company overall. We can feel confident that our opportunity will continue to get bigger and better as more and more people find out about Watkins products and have increased trust for the Watkins name because of the multi-channel approach.

Don't Overlook Ways to Lower Your Cost of Inventory

Watkins gives you several opportunities to obtain the products you sell to customers for a lower price (in addition to the usual discounts and bonuses available through the regular compensation plan). By stocking up on inventory you'll need for upcoming months when items are available to you for less, it then gives you the choice to either: A) pass along a lower price to your price-sensitive customers to build good will in relation to the low prices some stores choose to offer; or B) sell the products at the suggested catalog price to increase profits for yourself.

• Watkins offers monthly specials on selected products. The lists of the monthly specials are always available inside this training site (timelessintegrity.com) or on our special page at http://www.timelessintegrity.com/prices

What If I'm Still Concerned?

Even with all the benefits listed above, some consultants still wonder: "Is it good or a bad for me that Watkins is using a multi-channel approach?"

While we think it's excellent, we don't expect you to simply take our word for it. Instead, we encourage you to read through the four articles listed below, and then decide for yourself:

After reading the articles above, if you still have questions, concerns, or feel confused about Watkins multi-channel marketing approach, please contact your sponsor or upline leaders.

 
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