Issues-based marketing consulting


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Issues-based marketing consulting

  1. 1. Issues-Based Marketing Consulting<br />Helping Companies Achieve Their Full Potential<br />Judy Willis Marketing, LLC<br />
  2. 2. What Do I Do?<br />I work with Senior Executives to resolve business issues using fact-based methodologies and market research.<br />
  3. 3. What Do I Do?<br /> I identify the<br /> root cause of<br /> issues in order <br /> to positively<br /> effect change.<br />
  4. 4. What Do I Do?<br />I help companies looking for:<br />Revenue Enhancement<br /><ul><li>Tap Marketplace Insights and Make Fact-Based Decisions Quickly to Resolve Issues
  5. 5. Reach New Customers and Capture New Markets
  6. 6. Prioritize Initiatives and Allocate Resources While Ensuring Team Buy-In</li></ul>Innovation<br /><ul><li>Drive Innovation to Create Fresh New Products and Services</li></li></ul><li>What Do I Do?<br />I help companies looking for:<br />Brand Perception, Positioning & Messaging<br /><ul><li>Bridge the Gap Between Internal and External Perceptions of Your Business
  7. 7. Refresh Your Brand to Better Communicate What You Stand For
  8. 8. Operationalize and Communicate Your Brand Using Key Touch Points</li></ul>Customer Engagement<br /><ul><li>Build a Customer-Savvy Organization to Deliver Highly-Valued Customer Experiences</li></li></ul><li>How Do I Do It?<br />I work with leadership teams to gather information, prioritize and focus resources, and develop effective business solutions.<br />
  9. 9. How Do I Do It?<br />I use a combination of:<br /><ul><li>Marketing Strategy
  10. 10. Marketing Research & Analytics
  11. 11. Marketing Communications
  12. 12. Market Insights
  13. 13. Management Consulting</li></li></ul><li>What Tools Do I Use?<br />I use a systematized, solution-oriented business process that designs, tests, and modifies alternative ideas, packages, products, or services in a disciplined way using experimental design, to discover what appeals to the customer, even if the customer can’t articulate the need, much less the solution.<br />Rules Developing Experimentation (RDE) was developed by Dr. Howard R. Moskowitz and Dr. Alex Gofman , and was formalized in their book Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them (Wharton School Publishing, 2007).<br />
  14. 14. A Few RDE Success Stories<br />Technology Industry:<br />Issue: “What should we put into our products to make consumers want to buy them?”<br />RDE helped HP institute a rapid and inexpensive way to understand their customers’ minds<br />HP used RDE to re-engineer its marketing in terms of pricing, structured offers, and rebate programs, and to rework its advertising and marketing materials to appeal to a younger customer<br />RDE provided a new focus for HP’s consumer marketing resulting in HP making two out of three PC World’s top-rated laptops<br />
  15. 15. A Few RDE Success Stories<br />Food & Beverage Industry:<br />Issue: “What is the perfect blend of coffee beans that will appeal to the largest group of coffee drinkers?”<br />Maxwell House wanted to maintain the quality of their products while keeping prices within bounds<br />Tested a combination of beans on a group of consumers based on the “three coffee tongues” around bitterness<br />RDE quickly, efficiently and cost-effectively generated rules and prescribed knowledge-based actions that led to a better coffee product<br />Coffee sales grew more than 15% at the expense of their competitors<br />
  16. 16. A Few RDE Success Stories<br />Financial Services Industry:<br />Issue: “How do we identify what we can say on a co-branded affinity card to support World Cup Soccer within 2 weeks time?”<br />RDE helped MasterCard & HSBC quickly test potential product attributes with thousands of consumers, combining messages into short test concepts (mix & match) and instructing consumers to rate the different combinations<br />Using the results of RDE, the companies launched the co-branded card in one month, achieved year 1 expectations within month 1, and achieved twice as much in customer acquisitions as was originally planned<br />
  17. 17. What Can RDE Provide You?<br />A process that reveals customer "hot buttons" to ensure you hit your target the first time. <br />Studies that can be executed via on-line in almost any language. <br />Top-line analysis and actionable results that are available 24 hours after the study concludes. <br />Customer insights from hundreds of individuals over a day or two for less than the cost of a focus group! <br />
  18. 18. What Are The Benefits?<br />You are able to:<br />Create prototypes that answer the right questions, fast<br />Get at the truths your customers don’t know how to tell you <br />Streamline your research, and get actionable answers in just days <br />Extend the findings value throughout the enterprise<br />Use the fact-based results to inform strategic messaging, corporate communications, product and service development, competitive positioning, investor relations and more….<br />
  19. 19. Who Am I? <br /><ul><li>Senior Marketing Executive with over 27+ years of experience
  20. 20. Entrepreneur
  21. 21. President & CEO
  22. 22. Chief Marketing Officer
  23. 23. Senior Strategist
  24. 24. Client Advocate
  25. 25. Market Researcher
  26. 26. Collaborator
  27. 27. Motivational Team Leader
  28. 28. Business Development Pro
  29. 29. Passionate Marketing Enthusiast
  30. 30. Artist & Scientist</li></ul>Judy Willis<br />
  31. 31. A Few Examples of What I Have Done <br />Service Line Branding<br />Manheim, the world’s leading provider of automotive remarketing services, operates a marketplace for the millions of vehicles that change hands every year at auction. In order to capitalize on a reconditioning services market projected to be worth $800 million annually, it needed to brand its service line specifically aimed at dealers, consignors and fleet clients. <br />Results:<br /><ul><li>Within 10 weeks, Manheim’s generically named “recon services” was branded “Frontline Services”
  32. 32. Within 3 months of launch, the top 5 performing auction locations saw a lift in sales between 60% and 809%.
  33. 33. Collectively, all 26 participating locations saw a 15% lift in sales within that timeframe.</li></li></ul><li>A Few Examples of What I Have Done <br />Identify New Reseller Channels<br />ChoicePoint was an Alpharetta, Georgia-based company that sold information in three markets--insurance, business and government, and marketing. Prior to the company being acquired in 2008 by Reed Elsevier (parent corporation of LexisNexis), the company wanted to re-evaluate its reseller channel and identify possible new channels to drive incremental revenue.<br />Results:<br /><ul><li>Within a 3 month timeframe, I was able to interview and profile all current resellers, identify three new value-added reseller channels, and identify the opportunity for over $240 million in new incremental revenue for the company.</li></li></ul><li>A Few Examples of What I Have Done <br />Reposition Global IT Department as Value-Add Business Organization<br />IHG’s Global IT department wanted to reposition itself with internal stakeholders, and current and future franchisees, from purely a provider of computer IT support to a value-add business partner that provides technology innovation that helps drive bottom-line business growth. <br />Results:<br />Within 3 months of the IHG Global Franchisees meeting:<br /><ul><li>All global IT executives were interviewed to better understand their views on how their organizations added value
  34. 34. A communications manifesto was developed that outlined the technology innovation that was being championed by the Global IT Department
  35. 35. A suite of communications tools were developed and debuted at the Global Franchisees meeting highlighting these advancements and their revenue generation potential.</li></li></ul><li>A Sample of My Client Experience:<br />
  36. 36. Unlock Your Company’s Potential!<br />Contact Me:<br />Judy Willis<br /> President & CEO<br /> Judy Willis Marketing, LLC <br /> D: 678-613-2096<br /><br /> www.linkedin/in/judyswillis<br />