CASE STUDIES:
MARKETING STRATEGY
Drawing upon years of experience on Madison Avenue and with established marketing consultancies, we offer a broad toolkit of marketing strategy services. We understand marketing deeply - from the 4-Ps and 3-Cs to the principles of brand strategy, multi-channel marketing and integrated campaigns. We are energized by helping our clients understand their customers, develop and promote products designed to meet their needs, and build resonant, enduring brands.
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We also have a strong passion for the power of the customer, and (by extension) the need for providers to prioritize their happiness and nurture authentic, positive relationships.
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Below are a few samples of our Marketing Strategy work.
A global insurance company needed to understand the opportunity across 30 (yes 30!) potential new markets. We led a team to research each market’s size and potential, determine competitive intensity and key players’ strengths/weaknesses, and outline the market’s distribution model(s).
Subsequently, we facilitated a decision process among its C-suite, devised entry strategies (including common customer types and M&A targets across markets) and developed business cases for most promising opportunities. Based on learnings, the client prioritized 5-6 markets to enter and pursued distribution partnerships for each, several which are now thriving.
In a crowded field in which a new, low-cost entrant will compete with established brands and other generics – thereby being able to compete only on the experience which it imparts – a major pharmaceutical maker and its ad agency needed to understand the customer journey.
We first researched typical category experiences, provider innovations and common patient and healthcare provider experiences. Findings were featured in the project's centerpiece journey mapping Workshop.
This process equipped the agency to collaborate with its pharma client in preparation for product launch, which included several innovations ideated based on identified customer journey frustrations.
A professional publisher and events manager catering to IT industry needed to better understand the needs, expectations, and behaviors of its target audience – software implementation and service firms – in order to win more of their ad sales and event sponsorship business.
We started with an internal needs assessment and marketing audit, followed by competitive profiles, buyer interviews and event intercept interviews. These research findings served as fodder for market positioning development and the creation of several buyer Personas.
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Armed with findings from this multi-pronged project designed to drive market acceleration, the client integrated several product lines, prioritized digital events, and redesigned its marketing strategy and messaging, resulting in a more streamlined business which caters closely to its buyers' needs.
A global vaccine maker’s customer contact center recognized it must improve the customer experiences that it delivers, given increasing competitive intensity and rising customer expectations. All without additional resources.
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We started by leading a work session to identify CX pain points and map the customer experience. Next we conducted an operational analysis, led customer interviews on their experience and perceived competitive strengths and weaknesses, and facilitated brainstorming sessions to identify improvement opportunities. Next, we built a several-year Roadmap by which to prioritize and implement solutions over time.
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Having adopted many recommended initiatives and recalibrated reps' key activities, the client's shipping performance improved and its problem incidence rate declined, both dramatically.
