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Turnarounds
The following brands needed a push in
the opposite direction.
Iconic Branding. allen@allenSkay.com
ALLEN KAY
"an endangered species.”
Halston had discontinued his couture
clothing line. He introduced “Halston II” at
J.C. Penney. Ou...
We created a “naughty but nice” campaign
using powerful visuals and minimal copy.
The declining sales trend was reversed.
...
YR 1 YR 2 YR 3
-5.4
0
Sales Change
vs.Prior Years
+7
%
+10
Plummeting Halston Fragrance sales
reversed and rose net 22.4%.
Followtheleaders.
avin came to Korey Kay at the height
of its low. Headlines blared huge
losses and plant closings. Dealer...
...American Airlines landed a fleet of Savins.
...Honda drove away with a fleet of Savins.
...the U.S. Navy sailed off wit...
Brand
Recall
Well
Priced
Alternative
to Xerox
Available
Post
Pre
0
Advertising Awareness
Unaided
% 5040302010
43
5
16
0
0
...
embers Only was a victim of its
own success.
Its classic racing jacket caused
it to become the largest men’s outerwear
man...
Drugs don’t just kill addicts.
Ignoring traditional fashion advertising, we
identified Members Only with the most
critical...
ConsumerReaction
toAnti-Drug Advertising
DuringPre Korey Kay
Sept. Dec.
Top-Of-MindAwareness
Unaided
%
%
ShareofMarket
%
V...
hen the Playboy Hotel & Casino
opened in Atlantic City everyone was
betting it wouldn't make it.
First of all, it's casino...
When the Playboy license expired, the
Pritzker organization changed the name to
Atlantis Casino Hotel.
The property's two ...
ituation: Honda’s national and
New York market share were slipping.
slipping. (National at 7%. New York
at 6.2%.)
We neede...
“Those Hondas must be very good cars.”
“I’ll take it.”
Combining these pieces of knowledge,
we developed the following str...
7.0
YR 1 YR 2 YR 3 YR 4 YR 5 YR 5 YR 5
6.8
6.2
8.0
ShareOfMarket
MetroNYvs.National
NationalShare
NewYorkMetroShare
Source...
YR 1 YR 2 YR 3 YR 4 YR 5
14.1
8.0
15.2
Metro New York Shareof Voice
4.2
7.3
4.9
6.8
13.2
%
9.9
Toyota
Honda
Source:LNA
9.3...
Honda gained market share in the New
York area at Toyota’s expense.
YR 1 YR 2 YR 3 YR 4 YR 5 YR 6
15.6
10.1
14.6
Metro New...
ounded in 1982 by Lois Korey and
Allen Kay as “The Agency for Entrepreneurs,”
Korey Kay & Partners earned its reputation
O...
Turnarounds_Allen Kay
Turnarounds_Allen Kay
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Turnarounds_Allen Kay

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God gave us problems so we'd have something to solve. Here are some marketing cases showing how we did.

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Turnarounds_Allen Kay

  1. 1. Turnarounds The following brands needed a push in the opposite direction. Iconic Branding. allen@allenSkay.com ALLEN KAY
  2. 2. "an endangered species.” Halston had discontinued his couture clothing line. He introduced “Halston II” at J.C. Penney. Out of favor with department stores, the once market leader now had a 10 year old fragrance that was rapidly losing market share to new, major entries such as Giorgio and Obsession. hen Peter Zegras took over as Vice President and General Manager of Halston Fragrances he referred to the brand as W HALSTON IRRESISTIBLE
  3. 3. We created a “naughty but nice” campaign using powerful visuals and minimal copy. The declining sales trend was reversed. Following a loss of 5.4%, Halston sales increased 7% the following year, and rose 10% more the year after. Net change over the two year period was 22.4%.
  4. 4. YR 1 YR 2 YR 3 -5.4 0 Sales Change vs.Prior Years +7 % +10 Plummeting Halston Fragrance sales reversed and rose net 22.4%.
  5. 5. Followtheleaders. avin came to Korey Kay at the height of its low. Headlines blared huge losses and plant closings. Dealers were defecting. Customers were cancelling orders. Awareness was down to 4%. (When asked, most people thought Savin made coffee.) To make matters worse, Savin had to compete with major copier makers such as Xerox and Canon. The former Xerox Senior Vice President of Marketing, and a former client of the Korey Kay team, was hired by Savin to turn the brand around. And he promptly hired us. S
  6. 6. ...American Airlines landed a fleet of Savins. ...Honda drove away with a fleet of Savins. ...the U.S. Navy sailed off with a fleet of Savins Our objective was to convince dealers and potential customers that Savin was alive and well, and had a bright future. Our strategy was to build credibility. Quickly. Unusually executed testimonials from industry leaders such as American Airlines, Honda and the U.S. Navy were created. (Would organizations like them place large orders from a company one step away from extinction?) We felt the “news” should be in a news environment and were the first agency to buy 15 second commercials in network newsbreaks—with sponsorship billboards to reinforce the perception of size and stability. Three months into the campaign, pre/post research showed brand awareness rose nearly 300%. But more important, Savin as “an alternative to the big boys” increased from zero to 6%. Sales rebounded and a looming chapter 11 was averted.
  7. 7. Brand Recall Well Priced Alternative to Xerox Available Post Pre 0 Advertising Awareness Unaided % 5040302010 43 5 16 0 0 8 6 12 Savin went from near extinction to regaining viability.
  8. 8. embers Only was a victim of its own success. Its classic racing jacket caused it to become the largest men’s outerwear manufacturer in the country. But also caused competitors to copy it, resulting in Members Only losing a dangerous amount of market share. To firmly establish Members Only as the leader, we took the high ground. M
  9. 9. Drugs don’t just kill addicts. Ignoring traditional fashion advertising, we identified Members Only with the most critical issue facing Americans: Drug abuse. And allocated Member Only’s entire $6 million budget to that cause. (The president of Members Only declared war on drugs before the President of the United States.) As a result, Members Only received approximately $6 million worth of national publicity before the first commercial even aired. And received $25 million worth of measured media, for free. Store presidents who previously “weren’t in” were now calling Members Only to see how they could get involved on a local level. In a study conducted by an independent research firm, Members Only top-of-mind awareness increased 40% from 1984 when sales were at a peak. During the first wave of anti-drug advertising, Members Only’s dollar share gained 4 points from September to December. A 16% increase. Overall sales have been up 20% a year since the anti-drug campaign began.
  10. 10. ConsumerReaction toAnti-Drug Advertising DuringPre Korey Kay Sept. Dec. Top-Of-MindAwareness Unaided % % ShareofMarket % VeryEffective 82 Other Opinions 18 25 29 Korey Kay’s anti-drug campaign for Members Only took the high ground, and regained ground for this previously declining brand. 15 21
  11. 11. hen the Playboy Hotel & Casino opened in Atlantic City everyone was betting it wouldn't make it. First of all, it's casino was on three levels. Eachspace looking exactly the same. Booooooring. Plus, no one ever knew what level they were on. Lots of bewildered husbands and wives. Second, and even more devastating, Playboy was the only casino in Atlantic City that had no parking lot. We began with a branding campaign that positioned Playboy as the only civilized hotel in town. A commercial showed a hordes of Cro-Magnons taking over a garish casino, which was pretty much the perception at the time. At the end of the spot, two cavemen meander into an elegant restaurant a the Playboy. Looking around, one says to the other, "Ya like it?" "I hate it!" his friend replies. Clubs in hand, they turn and leave. During that period Playboy achieved the second highest trial with the second lowest budget. The Golden Nugget was first on both scores. W
  12. 12. When the Playboy license expired, the Pritzker organization changed the name to Atlantis Casino Hotel. The property's two maor problems remained. To solve the casino dilemma, we talked we talked about each level having a different theme appealing to a different segment. 1st level, a iverboat motif for slot players. 2nd level Asian decor for table players. And the top level, a club-like Salon Privé for the high rollers. At first it was thought this wouldn't beallowed as the three levels was positioned as one casino. Only one casino per hotel was permitted. But somehow the rules bent and the three different atmospheres appeared. The tag lie became, "Atlantis Casino Hotel. The only place with three places to play." To encourage people to stay in the hotel, the commercials suggested, "You don't have to play around." To attack the parking problem, we proposed turning Atlantic City into one giant parking lot for the Atlantis. We created a promotion called We created a promotion called "Park there. Play here." People just had to bring to their parking stub to Atlantis and they got $50 worth of perks for free. The lines ran up and down the boardwalk. And a big loser became a winner.
  13. 13. ituation: Honda’s national and New York market share were slipping. slipping. (National at 7%. New York at 6.2%.) We needed to create a campaign for the Tri-State Honda dealers that would a) build store traffic b) increase sales and c) gain share in the New York market, without reducing the perceived value of the brand. Research showed that the quality of the car was the key to Honda’s success. It also revealed that most people don't like shopping for a car because they consider car salesmen pushy, high pressure and hard sell (29% of respondents said they’d rather go to the dentist than a car dealer). S
  14. 14. “Those Hondas must be very good cars.” “I’ll take it.” Combining these pieces of knowledge, we developed the following strategy: “Convince customers that Honda dealers are special because they make shopping for a car a pleasant experience.” We wanted the commercials to communicate that Honda salespeople aren’t pushy, high-pressure or hard-sell. They don’t have to be. They sell Honda,“The car that sells itself.” That gave birth to “Danny,” the hapless salesman that never gets to show his stuff. Right after the campaign broke, Honda’s declining share in the New York market reversed sharply, and over a seven-year period climbed to 73% higher than their national share. This impressive performance was achieved without the use of image-eroding discounts, rebates or clearance sales.
  15. 15. 7.0 YR 1 YR 2 YR 3 YR 4 YR 5 YR 5 YR 5 6.8 6.2 8.0 ShareOfMarket MetroNYvs.National NationalShare NewYorkMetroShare Source:R.L.PolkRegistrations 7.6 8.1 10.5 9.0 6.0 % 6.1 6.5 12.6 7.3 11.6 Honda’s share in the New York market more than doubled, growing to 73% higher than Honda’s National share.
  16. 16. YR 1 YR 2 YR 3 YR 4 YR 5 14.1 8.0 15.2 Metro New York Shareof Voice 4.2 7.3 4.9 6.8 13.2 % 9.9 Toyota Honda Source:LNA 9.3 Toyota outspent Honda in this market by a three to two ratio, yet...
  17. 17. Honda gained market share in the New York area at Toyota’s expense. YR 1 YR 2 YR 3 YR 4 YR 5 YR 6 15.6 10.1 14.6 Metro New York Share of Market Toyota Honda 14.4 12.4 12.6 14.2 15.0 10.9 % 11.0 12.2 12.7 Source:R.L.PolkRegistrations
  18. 18. ounded in 1982 by Lois Korey and Allen Kay as “The Agency for Entrepreneurs,” Korey Kay & Partners earned its reputation Our credo was "Outsmart not Outspend." Our claim to fame putting companies on the map, then all over it. Virgin Atlantic Airways, Wynn Resorts, Comedy Central, Celebrity Cruises, Stuart Weitzman and the MTA are among them. After spending 32 years growing his company Allen decided it was time to become independent and concentrate fully on helping other courageous people grow theirs. Fas a successful, creatively-driven New York-based advertising agency. ALLEN KAY Iconic Branding. allen@allenSkay.com allenSkay.com

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