Channel Strategy Identify and leverage effective marketing and sales channels
Optimize your product reach with a data-driven channel strategy
Understanding how best to reach your market is critical to converting potential customers into buyers. What are the most effective channels for reaching your target market? How should you position your sales and marketing resources? What are the most influential and critical touchpoints along their path to purchase? Get it wrong, and you’re less likely to sell your products or services quickly and efficiently.
Hanover’s Channel Strategy solution helps you identify the best channels and tactics for distributing your products and reaching your target audience. With the right insights, you can leverage the right messaging, at the right time, and in the right place to engage customers and gain their trust.
Uncover the most effective channels for customers
Inform
Use channel intelligence to inform go-to-market strategies.
Target
Determine the most effective channels and touchpoints to reach and engage customers.
Deliver
Align distribution efforts with customers’ actions within the channel.
Optimize
Leverage marketing channel insights to develop impactful messaging that will resonate.
How it Works: Channel Strategy
Competitor Channel Analysis
To understand how your customers are served in this market, Hanover uses publicly available information to evaluate competitor’s go-to-market strategies, salesforce structure, distributor relationships, and eCommerce strategies.
Channel Strategy Survey
We design, field, and analyze an online quantitative survey to gather consumer attitudes and behaviors for your product category. This includes questions to understand consumers’ purchase journey from initial inspiration to final purchase, such as research conducted, channels considered, and the key factors that ultimately drive purchases.
Qualitative Interviews
To better provide information when needed during their buying journey, Hanover conducts interviews of customers in niche markets to surface preferences, options, and key decision factors that motivate purchasing.
Channel Strategy Data Analysis
Merging corporate sales data and customer demographic data, Hanover can determine how well your channel structure (e.g., distribution, sales, online) aligns with your current and potential customers. Better alignment improves sales productivity and reduces customer acquisition costs.
Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence
“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”
– Colin Blackford, Director of Strategy & Innovation, Mermet
Make decisions with confidence, not guesswork
Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.
Flexible
Ongoing research agenda adapts with your organization’s needs
Expert
200+ analysts with advanced research expertise
Efficient
Annual, fixed-fee model delivers shared costs and benefits
Dedicated
Exclusive account and research teams ensure strategic partnership
