Mastering Channel Marketing: Strategies & Trends with BlueStar’s James Korte

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Kate Orara:
Hey there, retail tech enthusiasts! Welcome to the Rising Stars podcast, your go-to source for all things retail tech and point of sale. I’m Kate Orara, Partner Development Manager at Star Micronics, and I’m excited to guide you through this journey. Here, we dive into the latest innovations shaping the retail, hospitality, and cannabis industries. So, whether you’re a techie or a business owner, this is your backstage pass to insider knowledge. Join me and the Star Micronics team as we innovate and rise together.

Kate Orara:
Welcome back to another episode of the Rising Stars podcast! I’m really excited about today’s episode because I’m joined by a good friend in the industry, James Korte. If you’re watching, you already know who that is. And if you’re listening, you’re about to find out! James is the Director of Marketing at Blue Star. Is that recent? I mean, you just got promoted to Director, right, James?

James Korte:
I did, yes! It was a big moment. I’m terrible with dates, but I think it’s been about five months now—though it could be closer to a year. Time flies! But yes, it’s still fresh and very exciting. I’ve been in this industry for over ten years now, mainly in retail and hospitality technology. Blue Star is a large distributor, so we touch on pretty much every industry from a technology standpoint. I feel like people in this space are fascinated by the industry. I started as a designer, then moved into marketing, and now, here I am! And, Kate, when you messaged me about coming on the podcast and said, “Let’s talk about your favorite thing,” I didn’t even need clarification—I knew what you meant!

Kate Orara:
Yes! And I think we share a similar perspective. We’re both Millennials, so we really experienced the digital shift. I remember when Facebook first launched, and you needed a college email to join. I friended everyone because I wanted to have as many friends as possible! Our generation really pushed digital marketing forward.

James Korte:
Absolutely! Millennials really ushered in the digital era. I spent the first 13 years of my life without the internet, and then, suddenly, the world opened up. It changed everything for us. And yes, Zuckerberg, a fellow Millennial, created Facebook. So, here we are, a generation that has one foot in the “real” world and another online.

Kate Orara:
We could probably do a whole other podcast on the generational topic! I did one recently on marketing to Gen Z with Tyler Wells from MicroTouch. That could be another part two we dive into later.

Kate Orara:
So, moving into the focus of today’s episode: digital marketing. I know LinkedIn is a central platform in our industry. What’s one digital marketing trend you’re excited about that the channel hasn’t fully embraced yet?

James Korte:
Great question! I’d say the trend I’m most excited about, which the channel is a bit slow to adopt, is entertainment as a marketing strategy. A lot of younger generations realize that interrupting a social media feed with a super buttoned-up, product-centric message doesn’t work as well anymore. The key is engaging your audience purely for the sake of engagement. I know some people think, “Why would I do that? I’m here to grow my business!” But if you’re constantly boring people, they’ll stop paying attention when you actually have something important to share.

There’s also an algorithmic element to it—if you spend time being generally entertaining and helpful, your business-related posts are more likely to reach people when the time is right. I think the channel needs to embrace micro-influencers, too. Even though these might not be huge celebrities, they’re influential in specific verticals. We tried an offering last year where vendors could hire someone on Cameo to give them a shoutout. It worked well and gave us a taste of influencer marketing. The point is, if you create fun and engaging content, people will stay tuned in for when you do share something business-relevant.

Kate Orara:
I couldn’t agree more! You actually did something fun at Retail Now—it was like an “Olympics,” and I remember there was a “flex off.” That kind of engagement shows personality, which people love. We’re people working for companies, and it’s so important to show that human side.

Kate Orara:
So, as the Director of Marketing, what’s your favorite digital marketing campaign you’ve ever worked on, or that someone else created, and why did it stand out?

James Korte:
I’ll share two examples. One of our own, which wasn’t groundbreaking but was successful, and then one I just admire. First, we ran a campaign in late 2023 for an emerging tech vendor, Loop, an EV charging company. We targeted Wyndham property owners with a three-pronged approach: physical direct mail, meta (Facebook and Instagram) ads, and outbound telemarketing. We made it highly targeted to Wyndham, which resonated really well. The response was fantastic—28 people requested site visits, and it generated a few million dollars in revenue. It was successful because it was so targeted, and we connected with people in the way they preferred.

The other example is from a brand called Liquid Death. They make canned water, but it’s branded like a heavy metal album. Their tagline was “Murder Your Thirst,” and their ad campaigns were edgy—they even did a video where someone was waterboarded with Liquid Death. It was shocking and very bold. It’s not everyone’s style, but that’s the point—it created a loyal following of people who loved the brand’s irreverent style. It’s a great example of standing out in a crowded market by being different.

Kate Orara:
We may not suggest waterboarding or electric shocking, but I get the point! So, in the channel space, what does a perfect customer journey using digital marketing look like to you?

James Korte:
In an ideal world, the journey would go like this: the customer hasn’t heard of us, but they see our targeted ads on LinkedIn, our podcast sponsorships, or our presence at events. By the time they reach out, they’d think, “Blue Star is everywhere I am, and everyone I trust seems to be aligned with them.” They’d know who we are, what we do, and they’d trust that we know how to help them.

Kate Orara:
Love it! What are some of the biggest mistakes you see businesses in our industry making in their digital marketing efforts today?

James Korte:
Three points: First, a lot of businesses underinvest in marketing. It should be as prioritized as any other discipline, like HR or sales. Second, they try to be too broad in their market focus, listing 14 different industries they serve. Focus on a niche where you can truly stand out. Lastly, they often rely on incremental changes to their product rather than building a brand personality. Trust and human connection are what really matter. It’s about creating relationships and brand identity, not just incremental product changes.

Kate Orara:
Couldn’t agree more. Human relationships are what drive loyalty, and focusing on a niche lets you speak directly to specific customers. For those with limited budgets, what’s a creative way smaller resellers and ISVs can compete against the larger brands? And if there’s one marketing tool or channel they should focus on, which would it be?

James Korte:
Great question! Smaller players can focus on niche markets where they can provide something tailored and special. Look up reviews on larger competitors and see where they fall short, then capitalize on those areas. In terms of a tool, I’d recommend a no-code webpage builder or a design tool like Canva. These make it easy to create professional-looking materials without a huge budget, allowing smaller companies to look bigger and more polished online.

Kate Orara:
I love those suggestions! Having a polished digital presence can make a smaller company look much larger, which instills confidence. As someone who’s often thinking ahead, what’s the wildest prediction you have for the future of digital marketing in our industry?

James Korte:
I think we’re going to see a shift where personalities lead brands more than logos. Founder-led brands will become the norm, with CEOs and leaders creating content and being the face of the company. It’s a natural evolution with people like us becoming the leaders now. Tyler Young at Tonic POS is a great example—he’s built such a recognizable personal brand that’s aligned with his company’s goals. People will gravitate toward personalities over corporate branding.

Kate Orara:
Couldn’t agree more. I think we’re definitely headed that way. It’s been so much fun chatting with you, and I think a part two is definitely needed—maybe after NRF! Before we close out, if there’s one thing in the channel you could change today, what would it be and why?

James Korte:
Honestly? I wish I could go to every event! I always leave events feeling inspired, and there’s no better way to gather insights directly from people in the field. Conversations can lead to great ideas, and that feedback loop is invaluable.

Kate Orara:
Absolutely. Thank you so much for your time, James. This has been an amazing conversation. Where can people follow you and stay updated with what you’re doing?

James Korte:
Thank you, Kate! I’m active on LinkedIn, sharing content around marketing, design, and my observations on the industry. I’d love to connect with anyone interested. And a quick shout-out to Blue Star—we’re a technology distributor focused on building meaningful partnerships and helping businesses succeed through marketing and beyond.

Kate Orara:
Thanks again, James! And that wraps up this episode of the Rising Stars podcast. A huge thanks to our listeners and our phenomenal guest for sharing such valuable insights. Don’t forget to subscribe, rate, and leave a review—it fuels our journey to bring you the best in retail tech. Stay connected with us on social media for updates and behind-the-scenes content. Together, we rise!

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