Доклад Мэри Эллен Хикман (Mary Ellen Hickman), американского специалиста по стратегическому маркетингу и менеджменту, управляющего партнера Hickman Consulting Partners на форуме "Дни PR и маркетинга на Юге"- 2013.

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Days Of PR + Marketing In The South
Strategic Marketing:
How To Choose The Right Tools
For The Right Audience
Mary Ellen HickmanRostov-on-Don, RussiaJune 5, 2013

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Thank You!

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Introduction: Mary Ellen
• 20 years in marketing + brand management
– Fortune 100 companies
– Small businesses
• Experience includes
– Advertising development, consumer research,
business analysis, revenue forecasting
– New business and brand launch, marketing
consulting in US and overseas
– Starting and running 3 small businesses
• MBA from top-tier school
• Adjunct professor of marketing

4. Hickman Consulting Partners = Growth

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The Situation
• Changing customer needs as
markets, industries, and
technologies change
• Constant change in marketing
technology, media and tactics
• Speed to market is crucial

6. The Problem:
Outdated, incorrect assumptions,
tactics and communications

7. Solution: Change Your Perspective

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Market Like A Startup
1. Re-examine your strategy – today
2. Tactics: begin with a clean slate
3. Get it in market. Fast

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1. Re-Examine Your Strategy: Today
• Consumer need: what has changed?
• Target audience: still the ideal?
• Products and services: meeting needs of
consumer and company?
• Pricing: too low or too high?
• Discounting: still benefiting your business, or
just a tool for lazy sales teams?

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2. Tactics: Begin With A Clean Slate
• Scrap the trendy stuff
• Reconsider what’s worked in the past

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3. Get It In Market. Fast
• Start small, fast and imperfectly
• Develop communications just-in-time

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Case Study 1: B2B
• High-level expertise
• High-tech business
• High stated demand
• Professional
communication
materials
• High value of services:
$100,000 per contract

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The Problem
• 3.5 years in business and no significant sales

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Where They Went Wrong
• Service line: Set up as convenient for the
company – not the customer
• Pricing: Discounting dramatically to try to get
sales
• Communications: Talked about the expertise
of the company – not customer need
• Execution: Inexperienced sales team

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The Fix
• Marketing strategies: Fix the service line
– Developed a trial product
• Tactics: No marketing required
– Sales process that focused on progress toward
close
• Get in market
– Trial product in 2 weeks
– One communication: order form, not proposal
– Set a clear sales process

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Results
• All elements in market in 3 weeks
• Asked for contract within 8 weeks of project
start date
• Currently in negotiations for 2 ongoing
contracts, total value of approximately
$200,000
• Cost: 15 hours of strategy consulting +
development of communication piece

17. © 2013 Hickman Consulting Partners, LLC. All rights reserved.
Market Like A Startup
1. Re-examine your strategy – today
2. Tactics: begin with a clean slate
3. Get it in market. Fast

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Case Study 2: B2C
• Automotive industry
• $1MM in annual revenue
• Excellent reputation
• 12 years in business

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The Problem
• Sales down – significantly – for 2 years

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Where They Went Wrong
• Target customer: Anyone with a car who lives
or works within 20 minutes
• Pricing: Regular discounting and coupons,
rarely sold services at full value
• Tactics
– Paid SEO, paid advertising with discounts
– Few reviews online; reviews on Google+ and Yelp
average to negative

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The Fix
• Marketing strategies
– Ideal consumer works within shuttle range, owns
3 – 5 year old car
– Conducted market research: parking lots
• Tactics
– Immediately asked satisfied customers for reviews
– Identified key influencers in office buildings:
secretaries
– Gave postcards to secretaries to hand out

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Results
• First elements in market week 1
• Identified secretary – already a client – in key
office building week 2, happy to hand out
postcards
• Cut marketing budget from $50,000 to $5,000

23. © 2013 Hickman Consulting Partners, LLC. All rights reserved.
Market Like A Startup
1. Re-examine your strategy – today
2. Tactics: begin with a clean slate
3. Get it in market. Fast

24. © 2013 Hickman Consulting Partners, LLC. All rights reserved.
• Be strategic
• Prioritize ruthlessly
• Stay focused
© Nike, Inc.
Your Challenge: Just Do It!

25. Questions?
Hickman Consulting Partners
Brand Management + Marketing Strategy
MaryEllen@Hickman-Partners.com