ABSTRACT
The growth in new technology has reduced barriers to entry. Rather than having to go through more expensive traditional distribution channels, today's companies can sell through new, more cost-efficient channels. Entrepreneurs, more than anyone, have taken advantage of this, by unearthing innovative, more cost-efficient distribution channels through which to sell their products and services. This chapter focuses on three marketing and sales strategies that marketers have successfully used when engaging the Board on where and how to go to market, namely: finding effective and cost-efficient sales channels, optimising channel performance and identifying and unblocking purchase funnel bottlenecks. It's important for marketers to ensure that their products and services are easy to find and purchase, while also leveraging cost-efficient distribution channels that will deliver the greatest return. The right sensory experiences – such as colours, sounds, smells and textures – can boost sales.
