Game Changers:
Delivering Customers:
Agency Collaboration:
Key Performance Indicators:
Like Rome, distribution networks aren’t built in a day. They customarily grow slowly over many decades. This was the case for the dealers of Club Car’s utility vehicles. The “legacy effect” that comes from information accumulated over this much time means much of it is hidden from easy view. Network data winds up in multiple, siloed systems – of strategic use to no one.
So how does a marketer get past this siloing challenge, and achieve a global view of the network? And how can this global view include a way to “drill down” into it, so users can produce the type of detailed channel reports needed to fine-tune a marketing strategy? The answer is Nelson Schmidt’s innovative Channel Analyzer.
The Channel Analyzer provides a way to assess the totality of dealer relationships that no single person or system could previously define or document. What’s more, it allows localized views based on geography or category. Viewed through the Analyzer, market expansion opportunities often leap into view. That is what happened for Club Car. “The Analyzer helped our team draft a much improved channel resource allocation strategy,” said Mike Read, Club Car’s Director of Communications.
He explained that the system allowed for finding logical, “easy wins.” Read added, “It also helped us plan for penetrating key markets that we knew wouldn’t be easy to win. It armed us with as much information as possible to expand in important distribution battlegrounds.”
The Analyzer is a product of the research and analytics team of Nelson Schmidt. Led by Richard Watt, the Analyzer is available to NS clients in a “static install” and Web-based version.
Read the full case study, and contact Nelson Schmidt to learn how we can provide this same quality of important, proprietary intelligence to your marketing and product development teams.
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