What ever the sector and organisation size, I have always been able to offer ideas and solutions that offer tangible business benefits
Working exclusively in marketing for more than 30 years, I have been given the opportunity to work with a diverse range of organisations with very different challenges. Here are some examples of the projects I have worked on.
Launching a new retail concept
My first consultancy project and one of my favourites.
At a time when the organic and 'green' products market was a niche sector, I was approached to write a 'go to market' plan for a new start-up offering environmentally-friendly products for babies.
Up-front, low-cost market research identified that there was a lucrative and untapped audience. Consequently, the brand proposition and product offer were adapted to appeal to this emerging group.
I collaborated with the company for the first 12 months of trading launching the company via PR, events, ads, mail/email, and website.
Within 6 months of launch, a shop, mail order service and online e-commerce site had been successfully established. Within 12 months the company had developed a range of own brand products which they were also promoting to a trade market, supported by a seperate B2B marketing plan.
Within 3 years the company had significantly expanded both its direct and indirect customer bases and product offering, and had established shops in multiiple affluent UK urban locations.
Identifying brand expansion opportunities
A classic car retailer had established a strong presence within the classic car collector community and wanted to see how they could commercially exploit these relationships further.
As a one-off piece of support, I came in and critiqued their ideas and brainstormed other opportunity areas which they successfully implemented, diversifying their revenue streams.
Loved this project because I also got to look around the cars!
Using customer data to better target marketing spend
A major UK leisure organisation had a very large customer database and wanted to optimise their communication spend.
I proposed creating a lifetime value matrix model. Amalgamating demographic and trasactional data, it was possible to create customer value segments based on potential spend value and visit frequency.
The model allowed them to adopt a segmented communication and service offer plan, increasing sales while also driving down marketing costs.
I have been involved in commissioning a lot of complex analytical models and this stuck out because of the way it impacted on so many aspect of their CX strategy.
Creating a new brand identity
When two large health and social care organisations merged a new name and branding was needed in a very short timeframe. I led the project from inception. Internal stakeholders were encouraged to enter a competition to suggest the new name. I then created the design brief for a new logo and brand guidelines and briefed agencies to pitch for the work, including a talented freelancer.
When the winning design was picked (the freelancer's work), I then arranged for all collateral, posters, and signage across the multi-site organisation to be rebranded and reprinted. All materials , along with full updates of the website and social channels, were completed in time for the launch deadline.
The new branding was universally liked and research showed it had a positive impact on brand perceptions.
A mad amount of work had to be completed in a very short time, and I was incredibly proud of the quality of the work which was done at a fraction of the cost a large branding agency would have charged, and that everything got delivered on time.
Reorganising two outbound call centers to make them profitable
I was asked to help a major international car brand partner with an established call centre provider to launch their first UK commercial vehicle outbound call centre. The call centre was so successful that the car marque launched in-house call centres across many of its other European markets.
However, the call centres in both Hungary and Czech Republic were not initial successes and were earmarked for closure. I was asked if I could create a 6-month rescue plan to make the centres viable.
In both countries, I restructured the teams, changed the remuneration structure, and most importantly brought in analysts to profile the data and create more targeted prospect lists for the teams.
As soon as the changes were implemented, results were immediate. The quality of the leads that the team were supplying to the salesforce improved significantly and the MDs of both markets agreed that the call centres were now commercial assets and should not be closed but expanded.
End result: happy clients who were achieving more sales and happy call centre teams who now had job security and were better motivated and reimbursed. :)
Want to discover how I could help your business?
I've helped a lot of businesses over the years, providing actionable advice and managing tactical campaigns, driving them forward to meet their goals. if you would like to start a no-obligation conversation about how I could help you meet your commercial objectives, just click on the contact button below.
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