Channel Strategy Excerpt: Social likes are a high-five in passing — comments and shares are a handshake; the beginning or continuation of a meaningful relationship.

1. Channel Strategy

2. There has been more change in the last five
years than in the 20 years prior, thanks to
technology and the accessibility of information,
leading to a shift in cultural thinking.

3. Know your customers.

4. How you reach them.
Meaningful content and relevant promotional experiences.

5. When and where you reach them.
Channel Strategy

6. YOUR BRAND
event
social media
web + enews
tv+ video
smartphone
tablet
magazine

7. print
INSPIRATION-BASED
Giving an audience of
influencers what they
didn’t know they needed.
web
RESEARCH-BASED
Feeding an audience
hungry for information.
email
INFORMATION-BASED
Connect with an audience
that expects consistent
information.
tablet
IMMERSION-BASED
Create a deeper, focused
experience by giving a receptive
audience engaging content with
enhanced interaction.
smartphone
LOCATION-BASED
Pushing on-the-ground
information relating to
the consumer’s
immediate needs.
social
CONVERSATION-BASED
Giving a loyal audience
something to talk about.
events
EXPERIENCE-BASED
Providing experiences that
build trust and awareness.
Channel Strategy. Delivering engaging content and promotional experiences to
passionate audiences across multiple channels.
television
REACH-BASED
Delivering high-energy,
authoritative content to a
mainstream audience –
championing special interests to
potential newcomers.

8. Inspiration-Based Content
• 100% unique, opinion-based
content that lets readers know
what questions to ask.
Giving an audience of
influencers what they didn’t
know they needed.
Print:

9. Research-Based Content
• Consumers have questions,
you need to have answers.
• 40%-80% of Web
customers are referred from
search.
Feeding an audience
hungry for information.
Web:

10. Information-Based Content
• The audience gives up their email
freely in exchange for a consistent
content experience, curated around
their passions.
• Choose your own experience;
audience in control.
Connect with an audience
that expects consistent
information.
Email:

11. Location-Based Content
• Provides information when they need it –
via push or search.
• Consumers use their phones as a
“Constant Companion”
Pushing on-the-ground
information relating to the
consumer’s immediate needs.
Smartphone:

12. Immersion-Based Content
• More time with audience, if
you have a content rich and
relevant message to share.
Create a deeper, focused
experience by giving a
receptive audience engaging
content with enhanced
interaction.
Tablet:

13. Conversation-Based Content
• Likes are a high-five in
passing – comments and
shares are a handshake; the
beginning or continuation of
a meaningful relationship.
Giving a loyal audience
something to talk about.
Social:

14. Experience-Based
Consumer Touch-Point
• Incredible platform for
content creation;
testimonials, product-
based how-to’s, real-world
experiences.
Providing Experiences that
Build Trust and Awareness
Events:

15. Reach-Based Content
• Appeals to a broader
audience to expand your
message outside of your core
• Second-screen experiences
are necessary to optimize
audience opportunity.
Delivering content to a
mainstream audience –
championing special
interests to potential
newcomers.
Television:

16. What is your channel strategy?