Distribution is Marketing
When I started my bike tourism business in Newcastle, I had no idea how much it would teach me about marketing—specifically, distribution. You see, in both cycling and business, getting your product in the right place at the right time is crucial.
I once attended an entrepreneurship workshop where everyone completed a business canvas. The group was asked about distribution – and most folks wrote down Australia Post.
Distribution is creating, providing and nurturing enough channels for customers to access and engage with a product or service.
Whether you’re trying to move widgets, or your product is a service, often volume is key (as is quality of product).
Think of distribution as the route you take on your bike. You wouldn’t set off without a plan, right? Just like a well-mapped bike ride ensures you see the best sights, a well-planned distribution strategy ensures your product reaches the right audience.
The Importance of the Right Path
In bike tourism, choosing the right route is everything. I quickly learned that even the most beautiful ride won’t attract punters if it’s too hard to access or poorly marked. Similarly, even the best product needs an efficient distribution channel to reach its audience. You can’t just rely on people finding you; you have to go where they are.
Multiple Stops, More Reach
On my tours, we make multiple stops at local hotspots. This not only enhances the experience but also spreads the word about the business through different neighbourhoods. In marketing, using multiple distribution channels—social media, email, supply partners—amplifies your reach and impact.
As marketers we quickly see the lines blurring between marketing and business decisions and having a defined approach to both is key and planning to engage with distribution partners in your business from the start is a smart decision.
For example, my business relied on online travel agents (OTAs) like Redballoon, Viator, Klook etc to be effective distribution channels to pedal my product – and you could of course access my products through social media or by picking up the phone.
Optimise for Each Channel
Sometimes, the planned route doesn’t work out due to bad weather, event road closures etc. Being flexible and adapting on the fly is crucial. The same goes for distribution. If a channel isn’t performing, don’t hesitate to switch gears and try something new.
Likewise, creating content and assets to suit each unique distribution channel is key.
Engage Along the Way
Interaction is key. During a ride, I engage with my guests, answer questions, and make the overall experience memorable. Similarly, your distribution channels should engage and interact with your audience. Providing relative content, responding to queries specific to that channel, and making the customer journey seamless.
Flexibility and Adaptability
In both my little tourism business and business in general, distribution is more than just a means to an end; it’s a critical part of success to drive the volume of sales and enquiries above and beyond what you can achieve with your direct channels. So, map out your strategy, engage your distribution partners, create relevant content for the channel and always be ready to adapt.
Happy riding and/or marketing!
Ben Ogden is Senior Client Solutions Manager at OOTS, please don’t ‘car-door’ him on his way to the office during his morning cycling commute.