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.

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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

Hanover’s team of experts leverage a combination of research methods to reveal marketing and sales strategy insights to inform your channel strategy. Methods include:
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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.

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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.

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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.

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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

Put the power of Hanover’s Channel Strategy solution to work for you