As a veteran marketer with over 25 years experience I have managed businesses from $25 million to over $1 billion. I am an all-around marketing utility player, with strong strategic, communications, analytic and creative skills. The areas of focus highlighted below are my greatest core strengths, but by no means do they exhaustively represent everything I am good at. If you don’t see it here, ask! Preliminary consultations are always free.
Actionable Business Insights based on analytics of all sorts.Most businesses have more internal data than they know how to use for marketing decision-making. Perhaps surprisingly, a business's CFO or Controller is often my best data source, because they have customer and transaction records that Marketing often does not even consider analyzing. I dive in deep to turn such data into revenue-generating and/or money-saving insights, such as: (Show more/less)
Turn customer information and sales data into management insights, marketing strategies and business plans that will grow your company.
Access existing third party data and reports in your category to bullet-proof your market positioning and competitive standing based on an advanced understanding of the marketplace.
Custom analytics and insights from your online advertising programs, as well as ongoing testing and optimization of results to improve ROI.
Advertising sales response modeling, measurement and testing.
Mission-Critical Market Research:Primary (custom), Secondary (existing syndicated) and Archival (your past studies).Currently I have one "packaged" business venture, described in greater detail on the page for "SurveyConcierge.com"(Show more/less)
Develop and implement online market research to learn more about your customers and your competition. Identify, track and improve key market-based metrics, such as Brand Awareness, Purchase Intent and Net Promoter Scores.
SurveyConcierge.com leverages the access and ease of Do-It-Yourself online research tools (SurveyMonkey, etc.) with my nearly 3 decades of managerial and hands-on research experience. It is targeted toward smaller businesses that often lack the expertise and/or budget to engage high-priced research firms on custom studies. I deliver actionable, good quality, cost-effective online questionnaires for a fraction of what the "big guys" can charge
Focus Groups and Other Qualitative Research, including focus group logistical management, coordination, moderation, analysis and reporting
Depth interviews with key stakeholders, including your executive management, key customers, lost customers, etc. Interviews often surface "hidden gems" of business ideas that have not reached executive management's ears yet. They can also help to diagnose situations where your company's "business promise" could be better in step with key customer expectations. Often these interviews reveal business process bottlenecks that can be remedied within and between your departments.
Commission, oversee and report on results of sub-contracted research for clients who do not have the in-house resources (time or expertise) to work with research specialists unassisted.
Strategic Positioning: Process Facilitation/Leadership and Final Working Materials.Thoroughly trained and experienced facilitator for strategy sessions, as well as creative brainstorming sessions to inspire new products, marketing campaigns, brand names, promotional concepts, etc:(Show more/less)
Marketscape™ Competitive Analysis: I profile key competitors in detail to exploit their vulnerabilities and develop head-to-head winning game-plans, as well as sheltered "Blue Ocean" strategies. Beat your key competitors by knowing: their key strengths to neutralize with your own approach; their key weaknesses to exploit; "must-haves" that every category player needs to deliver; and new opportunities, especially ones that key competitors may be overlooking.
Especially useful for startups, turnarounds and repositioning: Identify the “white space opportunities” where your competitors don’t or can’t play as effectively.
Competitive Reverse Positioning. Know the "marketing language" of your competitors. Speak it more fluently than anyone else to drive more impactful communications: win your customers' hearts and minds by speaking to their needs, in their language.
Brand Positioning Strategy, Creative Briefs and User Personas. How is your business distinctly superior to (and different from) the competition? Identify your "bullseye" target user/buyer segment(s) and the core of your value proposition to develop strategically sound, cost-effective marketing programs. Build a uniform strategic framework and provide pragmatic creative guidance to deliver continuity and consistency of message, look, tone and feel in all marketing materials.
Former BottomLine Marketing clients: If you have received Positioning Strategy, Brand Strategy or Creative Brief documents – including "brand narratives" or "user personas" – from BottomLine in the last several years, chances are I developed them.
Interim Executive Management Services. From interim Chief Marketing Officer to individual contributor on a project-by-project basis. Are you missing key marketing leadership in your business, either due to vacancies or because you just have not built out your marketing department yet? I can step in for projects large or small:(Show more/less)
Supervise ongoing marketing programs through to completion
Develop and implement Marketing Plans
Develop structure for marketing department organization, expansion or reorganization
Business analytics, from ad hoc assessments of business data to a comprehensive, structured tracking and reporting program that will keep management in better touch with sales, marketing and general business results.
Oversee advertising and creative development for all marketing communications (including public, media and investor relations).
Oversee market research conducted by your own third party agencies or ones I help to find.
Conduct agency reviews and agency searches when you're ready to bring on outside resources for advertising, communications, promotions, research, etc.
Trade Show program optimization (not trade show management)
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