--- title: How to Take Your Products to New Channels description: Learn how your products might fare in other channels by first using this discovery process to help you identify and weigh new opportunities. image: https://www.heinzeroth.com/hubfs/blog-products-new-channels-2400x1600.jpg --- [Skip to main content](https://www.heinzeroth.com/blog/taking-your-products-to-new-channels#main) [![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ](https://www.heinzeroth.com) - [Show submenu for Capabilities Capabilities ](https://www.heinzeroth.com/capabilities) - [Marketing Strategy](https://www.heinzeroth.com/capabilities#strategy) - [Creative](https://www.heinzeroth.com/capabilities#creative) - [Merchandising](https://www.heinzeroth.com/capabilities#merchandising) - [Digital + Inbound](https://www.heinzeroth.com/capabilities#digital) - [PR + Social](https://www.heinzeroth.com/capabilities#pr) - [Integrated Marketing](https://www.heinzeroth.com/capabilities#integrated) - [Show submenu for Markets Markets ](https://www.heinzeroth.com/markets) - [DIY Consumer](https://www.heinzeroth.com/diy-consumer-brands) - [Building Products](https://www.heinzeroth.com/building-products-brands) - [Industrial](https://www.heinzeroth.com/industrial-manufacturing) - [Service Businesses](https://www.heinzeroth.com/service-businesses) - [Our Work](https://www.heinzeroth.com/our-work) - [Show submenu for Resources Resources ](https://www.heinzeroth.com/resources) - [Blog](https://www.heinzeroth.com/blog) - [Marketing for Consumer Brands](https://www.heinzeroth.com/guide-to-packaging-pop-and-advertising) - [Marketing Strategies for Building Product Manufacturers](https://www.heinzeroth.com/marketing-strategies-for-building-product-manufacturers) - [How to Prepare for a Product Line Review](https://www.heinzeroth.com/how-to-prep-for-a-product-line-review) - [Website Design Strategy Guide](https://www.heinzeroth.com/website-design-strategy-guide) - [About](https://www.heinzeroth.com/about) Open main navigation Close main navigation - Show submenu for Capabilities Capabilities - Capabilities - [Capabilities](https://www.heinzeroth.com/capabilities) - [Marketing Strategy](https://www.heinzeroth.com/capabilities#strategy) - [Creative](https://www.heinzeroth.com/capabilities#creative) - [Merchandising](https://www.heinzeroth.com/capabilities#merchandising) - [Digital + Inbound](https://www.heinzeroth.com/capabilities#digital) - [PR + Social](https://www.heinzeroth.com/capabilities#pr) - [Integrated Marketing](https://www.heinzeroth.com/capabilities#integrated) - Show submenu for Markets Markets - Markets - [Markets](https://www.heinzeroth.com/markets) - [DIY Consumer](https://www.heinzeroth.com/diy-consumer-brands) - [Building Products](https://www.heinzeroth.com/building-products-brands) - [Industrial](https://www.heinzeroth.com/industrial-manufacturing) - [Service Businesses](https://www.heinzeroth.com/service-businesses) - [Our Work](https://www.heinzeroth.com/our-work) - Show submenu for Resources Resources - Resources - [Resources](https://www.heinzeroth.com/resources) - [Blog](https://www.heinzeroth.com/blog) - [Marketing for Consumer Brands](https://www.heinzeroth.com/guide-to-packaging-pop-and-advertising) - [Marketing Strategies for Building Product Manufacturers](https://www.heinzeroth.com/marketing-strategies-for-building-product-manufacturers) - [How to Prepare for a Product Line Review](https://www.heinzeroth.com/how-to-prep-for-a-product-line-review) - [Website Design Strategy Guide](https://www.heinzeroth.com/website-design-strategy-guide) - [About](https://www.heinzeroth.com/about) - [Let's Talk](https://www.heinzeroth.com/contact-us) [Let's Talk](https://www.heinzeroth.com/contact-us) # How to Take Your Products to New Channels ![Lisa Nielsen](https://www.heinzeroth.com/hs-fs/hubfs/images/headshots/lisa-profile.jpg?width=50&height=50&name=lisa-profile.jpg) by [Lisa Nielsen](https://www.heinzeroth.com/blog/author/lisa-nielsen) October 16, 2014 Read it to me: Will your products sell successfully in another channel? It’s a common question and perhaps a tempting option to pursue if your products are nearing the mature stage of their lifecycle. Before you invest in a new channel initiative and get your team working on campaign materials, you might think first about how your business model would fare in another channel. If your company and brand strengths don’t transfer well, it’s likely that your products will need more than a marketing push. There is a discovery process we typically suggest to clients that are interested in going outside their normal distribution channels. And while it may seem like pretty basic stuff (It is), going through the process might reveal some critical needs to address before you take further action. And even more advantageous, the discovery process may also uncover some allied channels that offer particular opportunity or suggest ways to breathe new life into your products within their existing channels. The process consists of three basic steps that will help you better understand your company’s position within the market(s) it currently serves, and help you judge your preparedness to serve another (new) channel. Included are a thorough competitive analysis, a complete market review and in internal SWOT evaluation. Engaging in detailed homework of this type prior to product strategy development will provide clarity for next steps and set the groundwork for enhanced internal cooperation. While the steps can be implemented internally, partnering with an outside marketing firm is advantageous. The discovery process is time consuming and depending upon the scope of this analysis, your time and staff resources should be considered. A qualified outside marketing source can conduct the research for you, interpret the data and provide valuable insights and tools for new market penetration. [Contact Heinzeroth Marketing Group](https://364399.hs-sites.com/contact-us) today to get started. ###### Tags: [Consumer Retail Channels, ](https://www.heinzeroth.com/blog/tag/consumer-retail-channels) [Marketing Strategy](https://www.heinzeroth.com/blog/tag/marketing-strategy) ![Lisa Nielsen](https://www.heinzeroth.com/hs-fs/hubfs/images/headshots/lisa-profile.jpg?width=50&height=50&name=lisa-profile.jpg) Post by [Lisa Nielsen](https://www.heinzeroth.com/blog/author/lisa-nielsen) October 16, 2014 ### Related Articles ##### [![](https://www.heinzeroth.com/hs-fs/hubfs/blog-rules-successful-linereviews-2400x1600.jpg?width=520&height=294&name=blog-rules-successful-linereviews-2400x1600.jpg) Consumer Retail Channels • April 16, 2014 10 New Rules for Successful Line Reviews 1 min read](https://www.heinzeroth.com/blog/new-rules-for-successful-product-line-reviews) ##### [![](https://www.heinzeroth.com/hs-fs/hubfs/blog-earned-media-pr-campaigns-2400x1600.jpg?width=520&height=294&name=blog-earned-media-pr-campaigns-2400x1600.jpg) Marketing Strategy • January 23, 2014 How to Use Earned Media in Your PR Campaigns 1 min read](https://www.heinzeroth.com/blog/winter-2014-newsletter/utilizing-earned-media-in-your-pr-campaigns-1) ### Comments ### Subscribe to the blog ###### Categories - [Marketing Strategy](https://www.heinzeroth.com/blog/tag/marketing-strategy) - [Consumer Retail Channels](https://www.heinzeroth.com/blog/tag/consumer-retail-channels) - [Building Products Channels](https://www.heinzeroth.com/blog/tag/building-products-channels) - [Inbound Marketing](https://www.heinzeroth.com/blog/tag/inbound-marketing) - [Social Media](https://www.heinzeroth.com/blog/tag/social-media) ###### Recent Posts - [How to Create Consistent Marketing for DIY Consumer Brands](https://www.heinzeroth.com/blog/how-to-create-consistent-marketing-for-diy-consumer-brands) - [Create Marketing that Meets What Architects Look for When Specifying Building Products](https://www.heinzeroth.com/blog/create-marketing-that-meets-what-architects-look-for-when-specifying-building-products) - [5 Marketing Strategies for Building Product Brands to Boost Specifications](https://www.heinzeroth.com/blog/5-marketing-strategies-for-building-product-brands-to-boost-specifications) - [Mastering Product Line Reviews: Tips for Hardware Brands](https://www.heinzeroth.com/blog/mastering-product-line-reviews-tips-for-hardware-brands) - [How Real-World Success Sells Building Products](https://www.heinzeroth.com/blog/how-real-world-success-sells-building-products) [![HMG-Logo-Primary-dark](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG-Logo-Primary-dark.png?width=240&height=63&name=HMG-Logo-Primary-dark.png) ](https://www.heinzeroth.com) - [Capabilities](https://www.heinzeroth.com/capabilities) - [Markets](https://www.heinzeroth.com/markets) - [Our Work](https://www.heinzeroth.com/our-work) - [Resources](https://www.heinzeroth.com/resources) - [About](https://www.heinzeroth.com/about) **New business inquiries? 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