Wasp Barcode Technologies of Plano, Texas, recently expanded its channel partner program with new benefits including collaborative video case study opportunities.
According to the vendor, video content is on the rise, specifically for marketing purposes. So what does a barcode software and solutions vendor have to do with video content? The company is using video as a tool to sell products as well as increase brand awareness for channel partners. Wasp’s video promotion is simultaneously used as product promotion and as collateral for solution providers.
And Wasp solution providers are noticing the difference. Wasp officials told CDN that solution providers have increased sales because of video. Channel partners in the WaspLink partner program accounted for 20 per cent of all VAR sales in 2012, and Wasp’s No. 1 partner, Barcode Inc., grew 208 per cent from 2011 to 2012, for example.
CDN interviewed Dylan Schafer, the channel sales manager for Wasp, about video as a channel marketing strategy, among other things.
CDN Now: What are the factors for video’s rise in the market?
Dylan Schafer: Consumer purchasing patterns and the Internet make video more dynamic and useful than ever. Videos are virtually free to distribute, they show up higher in organic searches, and they are shared socially.
CDN Now: Why has Wasp developed this type of video content strategy? What is happening in the market that led WASP to make this decision at this time?
D.S.: Wasp recognized the trend of video consumption and understood the potential for reaching an extremely large audience – more than four billion hours of video are watched on YouTube every month. Likewise, Wasp recognized the opportunity to use videos for engaging potential customers; the opportunity to make our products fun with video experiences. This enables channel partners and customers to share in video success, and builds confidence in the Wasp brand with real life video case study experiences.
CDN Now: What are the hottest areas of the barcode marketplace where channel partners will get the biggest opportunity?
D.S.: The barcode marketplace is vast. Overall, selling complete barcode solutions presents a big opportunity within the market. Specific opportunities will be created where channel partners can creatively solve efficiency and tracking pain points. The manufacturing, health care and education sectors are particularly promising avenues for channel partner pursuit.
CDN Now: How many solution provider partners does Wasp have in Canada?
D.S.: 450 active resellers.
CDN Now: Do you have any channel capacity gaps in Canada?
D.S.: Wasp utilizes in-country representation, dedicated channel account managers, and an established network of resellers to cover Canadian demand. We continue to work to increase our presence, coverage, and support in Canada, including an aggressive three-year growth plan that includes Canada as a focus.
CDN Now: What types of partners are you looking for? What would the ideal Wasp partner look like?
D.S.: Wasp is looking for partners that are willing to make a mutual investment. Our partner program provides the channel with support, free training, high margin products, free marketing collateral and lead generation. As a data capture manufacturer, our ideal partner would have a basic knowledge of barcoding systems and software solutions, however, we have many partners that have successfully adopted and sold our product line that we consider general IT resellers.
CDN Now: What kinds of margins does Wasp offer channel partners?
D.S.: Resellers in our channel can expect to make between 20-30 points of margin on our bundled solutions and software.
CDN Now: Does Wasp have a deal registration program and how does that work?
D.S.: Yes. We provide special pricing and deal registration on a first come, first served basis for any opportunity over $10,000. Resellers may reach out to us through one of our distributors or contact the channel sales department at Wasp.
CDN Now: Does Wasp reward partners for sales or innovation or both?
D.S.: Yes, we offer a tiered partner program with levels defined by established revenue requirements. Our top tier partners have more benefits and features available to them. Likewise, we provide the tools and support necessary to facilitate rapid accent from our entry level program to our higher tier programs.