What channel marketing includes
On 9 October 2026 we read the Kiflo marketing glossary. It describes channel marketing as promotional and awareness activities carried out through or with partners. It names resellers, distributors and affiliates as channel partners. Its list of activities includes these.
- Co-branded campaigns, such as joint emails, ads, landing pages and webinars.
- Content that partners publish, which the brand has approved.
- Training partners on the message and on how to run campaigns.
- Market development funds (MDF): money a brand gives partners to spend with it on creating demand.
- Tracking leads, conversions and engagement for each partner.
How it works for an Indian business
In much of India, the counter decides what gets sold. A plumber fits the pipe he trusts. A mechanic tops up with the oil he stocks. A shop owner pushes the brand that gives a fair margin. So a brand in FMCG (fast-moving consumer goods), building materials or auto parts needs its dealers on its side.
Typical programmes are dealer boards and shop branding, dealer meets, loyalty points, training for fitters and mechanics, and local digital ads that carry the dealer's name and address. Trade marketing is a close cousin of channel marketing. The two overlap.
A made-up example in rupees
Say a paint maker has 40 dealers. This is a made-up example. It sets aside ₹2,00,000 for local marketing. Each dealer can claim up to ₹5,000 toward a shop board or a local ad. The dealer must send proof, such as a photo of the board or a bill for the ad.
- Fund set aside: 40 × ₹5,000 = ₹2,00,000.
- 30 dealers claim with proof: 30 × ₹5,000 = ₹1,50,000 paid.
- ₹50,000 stays unspent and goes back to the plan.
The maker then checks which dealers sold more after the support. Paying for a board that never goes up wastes the fund, so payment follows proof.
Common mistakes
- Judging the programme by how much stock went into the distributor's godown, not by how much moved to the shelf and the customer.
- Giving the same support to every dealer, whatever they sell.
- Paying claims without proof.
- Never training dealers on what to say about the product.
- Sending leads from your own ads to the dealer and never checking if the dealer called.
Related ideas: dealer loyalty programmes reward dealers for sales. Read about trade marketing for the wider picture. If a dealer sells several of your brands, brand architecture helps decide how the names show on the board.
Related terms
- Trade marketing: marketing to the dealers and retailers who sell your product.
- Dealer loyalty programme: rewards that keep dealers selling your brand.
- BTL (below the line): marketing that reaches people face to face.
To plan dealer support with clear numbers, see our trade and channel marketing work.
Sources
- Kiflo, "Channel Marketing" glossary entry (kiflo.com/glossary/channel-marketing), read 9 October 2026. The page shows no publication date.
