Xko Zych Link 4 2011
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Xko Zych Link 4 2011

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  • 1. MARKETING STRATEGY.
    Creating It Is HARD.
    ACTIVATING
    IT IS HARDER!
  • 2. WHAT WE DO
    HOW WE DO IT
    CASE STUDIES
    CONTACT US
    WE MARKETING STRATEGY
    ACTIVATE
    EFFICIENTLY.
    FLAWLESSLY.
    RELIABLY.
  • 3. WHAT WE DO
    HOW WE DO IT
    CASE STUDIES
    CONTACT US
    WE MARKETING STRATEGY
    ACTIVATE
    EFFICIENTLY.
    FLAWLESSLY.
    RELIABLY.
  • 4. An innovative marketing services agency founded in Atlanta, Georgia in 2003 by two veterans of the Cola Wars. After many years of promoting the #1 beverage brands in the world, they left to achieve equal success in creating sales and marketing excitement in the Non-Carbonated world also for clients as diverse and challenging as …
    We’re proud that they chose The XKO Group for consistently meeting & surpassing their needs for:
    • - Innovative & Strategic Concept Development - Flawless Program Execution - Professional Project Management
    Gary Zych, President
    Led the national and global consumer promotion departments for The Coca-Cola Company for eighteen years, successfully developing, planning and executing multi-million sponsorship activation of proprietary and 3rd party properties such as …
    …for customers and clients including …
    Gary successfully created and led the Worldwide Promotional Consultancy in 190+ countries for The Coca-Cola Company, and is also a winner of The Promotional Marketing Association’s prestigious “REGGIE” Promotion Of The Year Award for excellence in Sales, Creativity and Execution.
    4
  • 5. / What We Do
    PROMOTION DEVELOPMENT & EXECUTION
    CREATIVE DEVELOPMENT & EXECUTION
    SALES MATERIAL & TRAINING DEVELOPMENT
    PROJECT MANAGEMENT
    PARTNERSHIP DEVELOPMENT & MANAGEMENT
    TRADE AND EMPLOYEE INCENTIVE PROGRAMS
    ONLINE MARKETING (B-to-C and B-to-B)
    BEST-PRACTICE BENCHMARKING
    NEW BUSINESS DEVELOPMENT
  • 6. WHAT WE DO
    HOW WE DO IT
    CASE STUDIES
    CONTACT US
    WE MARKETING STRATEGY
    ACTIVATE
    EFFICIENTLY.
    FLAWLESSLY.
    RELIABLY.
  • 7. What Does “MARKETING ACTIVATION”Mean?
    IT ALL STARTS WITHTHE STRATEGY …You develop it or we will, based on your business objectives
    THEN WE BRING THE STRATEGY TO LIFE IN YOUR MARKETS BY ACTIVATING IT WITH …
    • A Bold Creative Concept
    • 8. Breakthrough Consumer Communication Elements
    • 9. In-Outlet
    • 10. Offline / Online
    • 11. Effective Cross-Functional Project Management
    • 12. Fully-Integrated Execution Across:
    • 13. B2B, Consumer, Employee, Trade
    • 14. Complete Follow-Up And Post-Evaluation
  • What Does “MARKETING ACTIVATION”Mean?
    WE DO IT ALL:
    Reliably
    • Everything arrives when it is supposed to arrive
    • 15. Everything works how it is supposed to work
    • 16. Everyone does what they are supposed to do
    Efficiently
    • We do it right. The first time.
    Flawlessly
    • On-Time, On-Strategy, On-Budget
  • How We Do It: Strategy Activation Process
  • 17. WHAT WE DO
    HOW WE DO IT
    CASE STUDIES
    CONTACT US
    WE MARKETING STRATEGY
    ACTIVATE
    EFFICIENTLY.
    FLAWLESSLY.
    RELIABLY.
  • 18. HOW WE’VE SUCCEEDED…
    … BY THE SUCCESSFUL EXECUTION OF CONSUMER, TRADE AND EMPLOYEE STRATEGIES FOR ALL OF THESE BRANDS AND CUSTOMERS … AND MORE!
  • 19. Promotions DirectorTM
    WHAT WE’VE INNOVATED
    For Coca-Cola & Others Over The Years ...
    1stINTEGRATED BOTTLE / FOUNTAIN NATIONAL PROMOTION: MAJOR VOLUME-BUILDER &
    CREATED1st SYSTEMWIDE PROMOTIONAL CONSULTING RESOURCE
    IstSYSTEMWIDE, STANDARDIZED PROMOTION DEVELOPMENT PROCESS
    SOURCED INNOVATIVE NEW TECHNOLOGY FOR CCNA 2000-01 “PRIZE CAN”
    NATIONAL PMAA REGGIE WINNER !
    1st PROMOTION DEVELOPMENT E-LEARNING TOOL
  • 20. INCREASE AMOUNT
    GENERATE TRIAL
    GENERATE RECONSIDERATION
    INCREASE TRANSACTIONS
    INCREASE INCIDENCE
    SPECIAL EEVENTS
    TIE-IN
    PRICE OFFERS
    CHANCE
    CONTINUITY
    PACKAGING
    REBATES
    SAMPLING
    SPONSORSHIPS
    PREMIUMS
    ASSOCIATION
    AVAILABILITY
    AFFORDABILITY
    ACCEPTABILITY
    AWARENESS
    HOW WE DO IT
    BY EFFECTIVELY ALIGNINGOBJECTIVETOSTRATEGYTOTACTIC
    MARKETING OBJECTIVE
    GENERATE PROFITABLE, RECURRING INCREMENTAL SALES VOLUME
    ENHANCE BRAND EQUITY
    MARKETINGSTRATEGIES
    DIFFERENT, SPECIAL,BETTER
    MARKETING BARRIERS
    PROMOTIONAL TACTICS
  • 21. CLIENT:
    THE PROJECT:
    Coca-Cola NA / Diet Coke Brand Team
    CLIENT OBJECTIVES:
    • Drive awareness and provide sustaining support for diet Coke with Lemon
    • 22. Maximize incremental volume growth potential and display activity by leveraging the lighter personality of diet Coke with Lemon
    ASSIGNMENT: LEAD CROSS-FUNCTIONALPROJECT MANAGEMENT OFALL ELEMENTS OF NATIONAL CONSUMER MARKETING PROGRAM DEVELOPMENT:
    • 20 City Comedy Tour
    • 23. 3rd Party Integration / The IMPROV Chain
    • 24. AOL Online Sweeps
    • 25. Packaging / POS Design
    • 26. In-Pack & On-Pack Premiums
    • 27. NBC Network TV Special
    THE RESULTS:
    • ALL VOLUME & BRAND OBJECTIVES MET OR EXCEEDED
    • 28. FLAWLESS NATIONAL EXECUTION
    CASE STUDY: Project Management
  • 29. CASE STUDY: Website Design & Management
    THE SOLUTION:
    “THE ACCELERATOR” THE COCA-COLA 7- ELEVENBest Practice Sharing Website
    2004 -2008
    CLIENT:
    THE COCA-COLA COMPANY / GLOBAL 7-ELEVEN BUSINESS TEAM
    CLIENT OBJECTIVES:BUILD A 19 COUNTRY COMMUNITY NETWORK TO:
    • Connect Coca-Cola People Working On The 7-Eleven Business
    • 30. Accelerate Local Business Performance
    • 31. Increase Local Knowledge Transfer
    ASSIGNMENT: DESIGN, DEVELOP & SUPPORT CUSTOM “BEST-PRACTICE SHARING” WEBSITE
  • 32. THE PROJECT:
    THE RESULTS:
    • ALL ELEMENTS PRODUCED AND DELIVERED ON-TIME AND ON-BUDGET
    • 33. ALL SALES OBJECTIVES MET OR EXCEEDED
    CASE STUDY: Project Management
    CLIENT:
    THE COCA-COLA COMPANY / GLOBAL 7-ELEVEN BUSINESS TEAM
    CLIENT OBJECTIVES:“Increase Slurpee® Sales By Leveraging Proprietary Coca-Cola Sponsorship Of #1 National TV Phenomena, ‘AMERICAN IDOL”, in all 3,500 USA 7-Eleven units.”
    ASSIGNMENT: LEAD PROJECT MANAGEMENT OF NATIONAL GAME-OF-CHANCE PROGRAM BY:
    • Insuring Total Integrity And National Legal Compliance Of All Critical Game Elements
    • 34. Development And Application Of Proper Risk Management Procedures
    • 35. Coordinating Timely And Error-Free Game LabelProduction, Affixing And Distribution With All National Cup Companies
  • CASE STUDY:
    New Business / Product Development
    CLIENT:
    National Peanut Board / AtlantaA Research, Marketing And Promotion Organization That Represents And Is Funded By America’s Peanut Farmers
    CLIENT OBJECTIVES:Increase USA Peanut Awareness And Consumption By Promoting The Value, Consumer Demand And Unique Points Of Menu Differentiation That Peanuts And Peanut Products Offer.
    ASSIGNMENT:Foodservice Development Initiative:To Increase USA Peanut Awareness And Consumption By Initiating Partner Relationships With Major Restaurant Chains To Develop Proprietary New Menu Products Featuring Peanuts And Peanut Products
    THE RESULTS:
    Menu-Development Projects Initiated With
  • 36. CLIENT:
    ALCAN CABLE, INC. / ATLANTA World’s #1 Aluminum Cable Manufacturer
    CLIENT OBJECTIVES:“Drive the National Alcan Sales Rep Network to promote and sell our products instead of copper products, while still maintaining pricing discipline.”
    ASSIGNMENT: DEVELOP NATIONAL SALES INCENTIVE PROGRAM FOR :
    • Program Concept Development
    • 37. Incentive Payout Design
    • 38. Key Graphic Design
    • 39. Support Material Design / Production
    • 40. Prize Selection / Negotiation / Fulfillment
    THE PROJECT:
    THE RESULTS:
    • ALL ELEMENTS PRODUCED ON-TIME AND ON-BUDGET
    • 41. PROGRAM OBJECTIVES ACHIEVED
    CASE STUDY: Sales Incentive Programs
  • 42. CASE STUDY: Sales Training / Development
    CLIENT:/
    ENERGY MARKETING SERVICE Authorized Direct Sales Marketing Agent For AT&T U-verse Fiber Optic Cable System
    CLIENT OBJECTIVES:
    - Expand EMS Sales Offices Nationally From 30 To 100 By 2010
    - Become Exclusive National U-verse Direct Sales Agent For AT&T
    ASSIGNMENT:
    - Recruit ,Train & Motivate New Sales Associates To Achieve Client Sales Goals
    - Create New Sales Training Materials
    THE PROJECT
    THE RESULTS
    OBJECTIVES ON-TREND TO ON-TIME, ON-BUDGET ACHIEVEMENT
  • 43. Do You Have A Strategy We Can For You?
    Activate
    Give Us A Buzz!
    gary@xkomarketing.com
    1790 Sidestreet Circle Atlanta GA 30341 Ph. 404-406-4931