#3 Marketing Channel Assessment for Trades Part 3 of 8

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3. Identify your channel selection criteria

The first step in any effective channel assessment is to clearly identify your channel selection criteria. This will ensure that you are evaluating all potential channels against the same standards and that you are identifying the channels that are the best fit for your specific needs. There are a number of factors that you should consider when determining your channel selection criteria. First, you need to think about what type of channels will best reach your target audience. There are a variety of channels available, each with its own strengths and weaknesses. You need to determine which channels will allow you to most effectively reach your target audience. Second, you need to consider the costs associated with each potential channel. Some channels may be more expensive to use than others. You need to make sure that you are considering the potential return on investment for each channel before making a final decision. Third, you need to think about the level of control that you want to have over the channel. Some channels, such as television or print media, will give you less control over the message than other channels, such as direct mail or online advertising. You need to decide which level of control is best for your needs. Fourth, you need to evaluate the channels based on the strength of the relationships that you have with the channel providers. Some channels may be more difficult to work with than others. If you have a strong relationship with the channel provider, you will be more likely to get the best results from the channel. Finally, you need to think about the potential reach of each channel. Some channels may have a larger reach than others. You need to make sure that you are choosing a channel that will allow you to reach the maximum number of potential customers. By taking the time to consider all of these factors, you will be able to choose the best channels for your needs. By clearly identifying your channel selection criteria, you will be able to make sure that you are making the best possible decision for your business.

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