Kannon has developed several unique products and tools to bring rigorous discipline to Outside-In strategic issues, which can be tailored to specific client needs.
Strategic Audit
The Strategic Audit is a structured assessment of the client and market today. It includes analyzing the underlying economic, demographic, technological, and business trends and the likely drivers of change. The approach identifies the gaps in the current plans and capabilities needed to succeed. Strategies are developed to address the issues by leveraging strengths and finding ways to overcome weaknesses.
Participative Strategy Planning (PSP)
PSP helps organizations recognize that change is needed using both an analytical and qualitative approach to strategic planning. The process helps identify near-term priorities and investments in light of a shared vision of where the marketplace will go. Scenario Planning sessions are typically conducted to explore possible future states and the strategies needed to win in these environments. Besides the strategies themselves, the process builds cross-functional teamwork and a common set of goals.
Customer-Driven Marketplace Map
A segmentation framework which profiles customers on needs and behaviors, not just demographics. This Map provides specific feedback on client performance and suggests alternative routes to take to better meet customer needs profitably.
Product Portfolio Development
A systematic approach to identify opportunities for product portfolio growth and prioritization. This effort maximizes the value of existing internal data by looking at lifestage demographics, enhancing current understanding of consumer behavior and media usage and synthesizing it into actionable frameworks.
Growth Framework
Measuring customer satisfaction, not simply retention rates or behavior, is of utmost importance. The Net Promoter® Score metric and the unique Kannon framework offer actionable insight that moves beyond customer behavior and gets at the root of customer satisfaction and, ultimately, growth. Kannon's participatory work approach virtually guarantees that the outcomes will be actionable.
Customer-Driven Asset Allocation Model
An analytical approach to selecting and prioritizing customers based on their overall attractiveness in the marketplace and the client's ability to meet customer needs profitably. This often provides the foundation for deploying resources, including research and development, marketing, sales and service.
AdvertiserDialog Study (ADS)
A groundbreaking initiative that can help upgrade Advertising Sales capabilities, enhance customer feedback, and grow advertising revenues. ADS is an innovative way to transform advertiser research into a real dialog with customers in the local market. It is actionable, focused, inexpensive, and can be fielded in the future without outside help.
Customer-Centric Audience Strategies (CCAS)
This innovative readership initiative looks to grow audience by ensuring newspapers are providing their most valued content. It helps gain an understanding of high-value content directly from consumers, then reflects this content -- some non-traditional -- in the core newspaper.
Survival of the Fittest (SOF)
A highly structured, customer-driven qualitative approach to new product development and product positioning. This is very valuable as part of a branding effort.
Kannon/Capital H Sales Force Effectiveness
The best sales strategies can be thwarted by poor execution, as Ad Sales organizations are being asked to do things today they have rarely done before. We have now teamed with Capital H Group, an innovative Human Resource effectiveness consulting firm, to conduct the needed sales force assessments and compensation reviews to ensure that the potential revenues promised by the strategies can actually be captured.
Kannon Brand Academy
The Brand Academy process helps extend the newspaper's reach by creating a portfolio of products. A cross-functional team -- including the newsroom -- builds a Brand Roadmap to guide important decisions in product development, marketing, and branding. The outcome is not only a broadly-held view of what the brand stands for, but what niche products should be built and under what name, and an internal process to manage these kinds of questions in the future.
To find out more about how these frameworks might apply to your business, contact Barbara Cohen.