Susanne Robins\' Capabilities

1. TAKING YOUR BRAND TO
THE NEXT LEVEL
Susanne Robins 416.458.4459 morobins5@aol.com

2.  Marketing is one of the best
investments you can make to support
organic growth
 Most companies haven't come close
to reaching their marketing potential
Scott M. Davis – Author of The Shift: The Transformation of Today’s Marketers into
Tomorrow’s Growth Leaders

3. Five Pillars of Success
You have the
vision.
I bring 20+ years
of marketing
experience and
help develop the
insights that will
build brand equity
and success.

4. Five Pillars of Marketing
 Consciousness
 Marketing that taps into both the rational and
emotional buying motivators
 Culture
 Marketing that does not simply reflect culture; it
creates
 Creativity
 That is compelling not avant-garde
 Content
 Focus on content over simply pushing sales
messages
 Commerce
 Making sure you get returns from your integrated
programs
Today’s marketers
must go beyond the
four P’s in order to
energize a brand
and make it relevant
to buyers.

5. The Secret to Success
 Use consistently-applied, solutions-based
approaches
 Know and understand the customer and their
values
 Create and leverage a winning difference
 Test and adopt the best strategies and tactics
 Fully engage once you find the sweet spot
There’s a lot of hype
about new media
technologies and
marketing tactics.
Marketing will
continue to evolve
but some tenets
remain steadfast.

6. RECENT EXPERIENCE
Susanne Robins 416.458.4459 morobins5@aol.com

7. Refreshing Icynene’s Brand Positioning
ICYNENE INC.
ICYNENE®
Foam Insulation Products
 USP – Air sealing that delivers up to 50% more
energy savings than traditional insulation and
minimizes moisture problems in buildings.
 Icynene insulation is an investment that will
stand the test of time. We aren’t just selling
another insulation product. We are spraying
peace-of-mind into every building.
“Susanne was a key
contributor in building
the marketing
department and
development of
strategies that
entrenched the
company’s position as
the #1 brand of spray
foam insulation in
North America.”
Shawn Rippon,
former VP Marketing,
Icynene Inc.

8. Deepening Icynene’s B2B Customer
Understanding
A clearer
understanding of the
hierarchy of
desirable insulation
attributes helped
focus Icynene’s B2B
marketing
communications and
uncover new
product
opportunities.
Customized research
conducted in conjunction
with the U.S. National
Association of Home
Builders Research Council
(NAHBRC)

9. Product Management:
Managing the Team & Process
“A key factor in
Susanne’s success
with Icynene is her
ability to lead. Her
professionalism and
leadership by example
allowed her to
motivate not only
members of the
marketing team but
also others in all areas
of the company at all
levels.”
Shawn Rippon,
former VP Marketing,
Icynene Inc.
Media Events & PR
Sales Engagement
Program & Tools
ICYNENE
LD-R-50
Dealer Channel
Webinars
User
Experience
Demos
Integrated Marketing
Campaign
Product Training
Product Testing
Concept Testing
Success Metrics
and Tracking
Product
Improvements

10. Product Management:
Integrated Launch Campaign
Consumer Insights
Many people take
their walls for granted.
This consumer
campaign provided an
intriguing call to all
homeowners to think
twice about insulation.
PRINT
HIGH
CONVERSION
BANNERS
CONSUMER
MICRO SITE

11. Product Management:
B2B and Media Launch
Always apply an
innovative approach in
a way that is relevant
to the audience.
For anyone visiting the
2009 International
Builders’ Show, it was
hard not to see or
hear about ICYNENE
LD-R-50™ spray foam
insulation.
Media and Attendees
arrived at the 2009
International Builders’
Show on the ICYNENE
LD-R-50 monorail
Featured in the Show Village - Green
Home adjacent to the convention
center, this demonstration home
provided a tangible way for builders to
learn how to overcome diverse
insulating challenges and meet their
green building objectives using LD-R-
50.
The home also doubled as the venue
for the product’s media launch event.

12. Product Management:
Winning Engagement Tactics
Results
2009 Most Valuable
Product Award - Building
Products magazine
One of 100 Best New
Products - Professional
Builder magazine
“Hot 50” green products for
2009 - Green Builder
magazine
2010 Remodelers’ Choice
– Top 100 Products
Fast Company magazine
named Icynene Inc. one of
five winners in the Green
Energy - Clean Tech 2.0
revolution - a lightning-fast
growth area for venture
capital investment which
exceeds $7.7 billion,
Evangelists &
Bloggers
Spokespersons
Influencers Online Interviews
TV Product
Integration
Click on a Category to View
Example
White Papers

13. Product Management:
Sales Success
“During my time at
Icynene, Susanne
provided outstanding
support to the sales
team by developing
creative and
innovative tools and
marketing programs.”
Gary Brown,
VP Business Development,
Amvic Building System
Former Vice President
North American Sales,
Icynene Inc.
Product Kits
Sales Presentations
Retail POS
Displays
Technical Papers
QR Codes and More

14. Ready to take your brand to the next
level?
“Susanne embodies the
consummate senior
marketing professional.
She is equally adept at
strategy and branding as
she is tactics and creative.
To have Susanne on your
side as a consultant is like
having another Director of
Marketing in your corner.
In fact, I would go as far
as saying she is truly
"executive class.“
Whenever you read this and wherever you are,
you are in the right place to begin.
Call or send a “Berry Bite”
416.458.2259
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http://ca.linkedin.com/pub/susanne-robins/13/636/727
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