Channel Marketing Lessons from Fortnite (Yes, Really)

Channel Programs

Unless you have no contact with the outside world, you’ve at least heard of Fortnite. The online phenomenon is a “free-to-play battle royale game where up to 100 players fight to be the last person standing.” The game has gained “more than 125 million players in less than a year and (it’s) earning hundreds of millions of dollars per month” for its creator, Epic Games.

As a father of a 12-year-old boy who plays Fortnite daily with his friends and as a Fortnite player and channel marketer, I think there are many ways we can use Fortnite to inspire our work with partners since we often struggle with how to capture interest and inspire action among partners.

Too Much Planning – What to Do When Partner Marketing Fails to Launch

Channel Programs, Marketing Planning

Channel partners, many of whom are launching digital marketing activities for the first time, can often put too much thought and planning into their campaigns which can lead to delays or a complete failure to launch. They often overthink marketing because of their inexperience. There's very little risk to launching a variety of activities and then waiting to see what prospects respond to. In your planning, you should consider how you can help partners move forward. By addressing common concerns and issues, brands can help channel partners create more marketing activity and start to realize the benefits of a multi-threaded digital demand generation campaign.

The 3 Program Types to Include in Your Channel Marketing Plans

Channel Programs, Marketing Planning

As you plan for next year, you may find that there are large, blank stretches on the calendar where nothing much is happening. Product launches, customer and partner conferences, and industry events dot the calendar, much like holidays did for you as a child (and likely still as an adult).

So, what do we have to look forward to? How do we break up the time? The answer is simple. There are three types of channel marketing programs you’re going to want to run next year. But before we get into the programs, it’s important to consider the needs of channel partners and how best to engage them with support and direction.