Channel Connector
Extend into new channels with confidence
Explore and develop a new channel strategy
In a Mckinsey Global CEO survey, 90% of top-performing organisations are reviewing their channel strategies with a view to revolutionising or extending the way they reach their customers. This isn’t just about digital transformation, it’s also about getting closer to what customers want and where they want to buy your product from – a showroom, merchant, the specifier chain or a personal homeowner recommendation – in the UK or abroad.
For many built environment brands, membership organisations and complex B2B businesses this provides several strategic challenges. Many have a one-size-fits-all approach, or a limited channel strategy – or just need help exploring new opportunities.
Channel Connector is an end-to-end programme that sets the strategy for, and delivers, a channel extension programme that optimises route to market opportunities. A vital part is researching customers and the channel partners, to ensure the approach is founded on real customer insight, so that the channel strategy goes deeper than a top level market forecast and plan.
Channel Connector is built on our belief that brands need to focus on people as individuals and not generic ‘targets through channels’. We call it P2P. As markets become more crowded, and communications become noise, only those brands which understand how to integrate and build deep connections with customers through all channels, will achieve a real advantage.
How it works:
Working at C-suite level and across functions, our strategy team helps clients identify clear customer sets and get to the heart of the channel opportunity and challenge. Then we develop a research programme tailored to requirements, to uncover insights and build an intelligent channel entry model or sharpen an existing strategy. Where required, we can also support internal teams to build an understanding of the channel.
Finally, we use our communications expertise to develop engagement strategies, metrics, and creative deliverables for targeting specific channels.
Channel Connector includes some, or all, of the following elements as required:
Channel analysis and data audit: identify gaps in the organisations current approach
Entry or strengthening strategy: SWOT analysis, identification of unique channel needs, segmentation and metrics for long-term closeness programme and implementation
Launch review: identifies required change and integration with other channels
Customer research: identify specific needs, pain and gains, touchpoints points and define service/product packages relevant to the channel
Comms strategy: develop value propositions, priority coms channels and top level communications to engage each audience set
CHANNEL CONNECTOR
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CMDi’s sector experience and digital expertise meant they understood how to deliver a solution that exactly met our needs.Head of Marketing, BAL |
Channel Connector Case Studies
Want to know more?
Find out how CMDi can sharpen your communications.
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