General vs. Lighthouse Promotional Strategies
 Before launching your channel promotion, you must decide whether or not to pursue a general or “lighthouse” promotional strategy. A general strategy invites all of your (appropriate) channel partners to participate in the promotion simultaneously. The advantage of this approach is that if the promotion is compelling and properly structured, your promotion will achieve maximum impact and scope within the channel. The disadvantages are that you have less room for error and testing, and the expense of launching, maintaining, and fulfilling your promotion may break your budget and exceed your operational capabilities.
For smaller publishers, the alternative lighthouse strategy may be more advantageous: You can test the promotion, tailor it more specifically to the needs of a specific channel entity, and more closely manage your budget and company resources.
For a successful lighthouse strategy, we recommend you follow these guidelines:
- Identify the channel partners most likely to succeed with your promotion.
- Focus your promotional efforts on helping them succeed with the promotion.
- Refine and improve the promotion.
- Offer the promotional opportunity to other channel partners.
- Use your success (the lighthouse) to attract the channel to your promotion and improve your bargaining position vis a vis the promotion specifics.
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