Ever heard of a firm getting fired because they made their clients too much money?
I haven't either.
Below are just some of the outcomes I have delivered for my teams, clients, and brands.
4
continents
7
countries
35+
110+
categories
brands
$1B
of impact
Note: For those brands listed below that don't have linked/published case studies yet, please ask me about them. I'm more than happy to share.
Click to read the case story
Category:
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Consumer Packaged Goods - Sweet Baked Products
Mission:
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Steal market share from Hostess on their home turf.
Putting in the work:
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Led research to identify category / consumer insights; unearthed key competitive advantages, as well as positioning and messaging opportunities.
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Uncovered and leveraged the underlying consumer paradox ('Being the adults we have to be - vs - being the kids we really want to be!'), driving powerful upstream connections to the Little Debbie brand.
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Led the development of omnichannel strategies - including advertising, shopper marketing, promotion, social media, and digital engagement.
Impact:
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Boosted national sales +7% (about +$73 million), especially among moderate users and highly coveted Millennial moms.
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Lifted already superb Little Debbie brand awareness by +13.5%.
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Grew ad recall as much as +375%.
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Garnered more than 355% return-on-marketing-spend.
Key partners:
Click to read two case stories
Category:
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Beverage - Spirits
Mission:
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Create a new, defensible, and durable direction for the Maker's Mark brand.
Putting in the work:
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Devised nationwide immersive "Bar Nights" approach to research, revealing significant practical/emotional connection opportunities - ultimately redesigning the way the client approached research across several brands.
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Discovered the vital emotional framework (Occasions, Relationships, and Conversations) that placed the Maker's Mark brand at the center of consumers' category motivations.
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Developed and supervised brand strategy, planning, and implementation for emerging market launches / re-launches using a unique and durable "Going local" strategy (an emerging markets strategy that continues to be employed and effective - nationally and internationally - 20+ years later).
Impact:
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Surpassed 67% of 3-year goals within the first six months.
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Improved case depletion by +29%.
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Grew Ambassador memberships by +89%.
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Attained 72% ad recall.
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Increased brand recall by +41%.
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Pioneered one of the first successful digital CRM programs in the spirits category.
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Garnered a 2002-2003 North American Effie Award for superior marketplace performance.
Key partners:
Category:
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Pharma / Life Sciences (Brand / Patient / HCP / KOL)
Mission:
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Develop and implement 'launch-and-follow-on' marketing efforts for BOTOX medical.
Putting in the work:
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Conducted pervasive multi-market international research to identify key insights - needs states, messaging, and media strategies.
Impact:
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Led research and brand planning efforts for the...
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Global launch ("Guilt-Free") of BOTOX for chronic migraine (CM)
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North American launch ("Dignity") of BOTOX for overactive bladder (OAB)
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Key partners:
Click to read the case story
Category:
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Automotive - Truck/SUV
Mission:
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Increase demand for / purchases of the Honda Ridgeline pickup truck.
Putting in the work:
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Unearthed key data points that revealed that Honda's tepid sales were the result of mis-targeting (flawed marketing math).
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Devised innovative and cost-effective nationwide research among Honda Ridgeline buyers to identify and leverage the true equities and advantages of the Ridgeline for a new target audience.
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Revamped targeting and messaging strategies (advertising, media, interactive).
Impact:
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Drove sales +27% above revised projections.
Category:
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Consumer Finance - Private Label Credit Card (B2B)
Mission:
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Breathe new life, usage, and loyalty into GE's private label credit card programs.
Putting in the work:
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Led a highly successful national team in the creation and implementation of North American CRM / Customer Development programs for GE Money / Care Credit - the $6B+ consumer and patient financial services division of global conglomerate General Electric.
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Repurposed a commercial survey platform for VOC capture and then leveraged those insights to guide inside sales team success.
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Devised and implemented a groundbreaking new marketing model ("Dynamic Segmentation") that revolutionized GE's approach to CRM / demand generation.
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Regularly conducted immersive interviews with retail merchants / HCPs to understand marketplace dynamics, as well as barriers to and opportunities for improving performance.
Impact:
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Delivered a two-year overall growth rate of +158%, netting more than $142 million in program expansion.
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Drove same-store-sales increase as high as +71% within the first twelve months of operation.
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Achieved targeted portfolio growth of +45%, despite a Q4 2007 retail market collapse (saw the bust coming and pivoted early).
Key partners:
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Too many to name...
Click to read the case story
Category:
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Tour & Travel - State Tourism
Mission:
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Fix the Minnesota Office of Tourism's struggling marketing campaign.
Putting in the work:
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Conducted qualitative and quantitative research (feeder market and in-market) to identify significant problems and opportunities for MOT marketing.
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Unearthed and leveraged (A) powerful brand equities, (B) emotional liberation sought by the consumer, and (C) unique elements of the the Minnesota Experience ("Reconnect, Replenish, Rediscover").
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Devised re-branding and marketing efforts to connect with and drive demand among FIT audiences.
Impact:
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Converted Minnesota Tourism inquiries from a -25% loss to a +40% gain (a +260% rebound) in just 11 months.
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Drove Minnesota to become the #2 growth market for US tourism that year (TIAA).
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ESTO named this effort the #1 tourism campaign in North America for that year.
Key partners:
Click to read the case story
Category:
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Financial Services (B2B/B2C)
Mission:
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Drive new customer acquisition...fast!
Putting in the work:
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Conducted research (quant, qual, stat analysis) across key Regions' markets, unearthing significant barrier to trial (lack of relevance), as well as potential solutions.
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Supervised the complete overhaul of the Regions planning process, collaborating with five agencies across 20 diverse business units, targeting a wide array of audiences and segments.
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Identified and leveraged that, in the post-meltdown era, customers - from middle class households to wealthy investors to small business - were all works in progress, delivering a powerful new direction ('Moving you forward'), creating new and relevant value for the brand.
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Transformed Regions’ approach to consumer marketing and value prop at brand-, segment-, and business-unit levels.
Impact:
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Grew acquisition by +64%, delivering Regions Bank over one million new customers.
Key partners:
Category:
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Apparel - Footwear and Accessories (International)
Mission:
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Deliver the vital intel needed for Red Wing to expand strategic marketing into overseas markets.
Putting in the work:
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Pioneered comprehensive cross-cultural brand/marketing research and emerging market planning in Japan, Central Europe, and the UK.
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Completed a series of immersive market visits to apparel retail centers in Tokyo, Frankfurt, Munich, and London, collecting key intelligence on products, brands, and the retail environment (Red Wing and competitors).
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Delivered comprehensive mapping: Placement, pricing, floor planning, new product development, social engagement, digital marketing, co-op marketing, merchandising, promotions and advertising.
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Identified and mapped cultural effects (e.g., Keiretsu, the Harajuku Movement, and others), as well as their impact on retail practices, such as distribution, pricing, placement, and licensing.
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Created a portable 'build-n-brief war room' - both on location and at Red Wing Headquarters - to fully engage, educate, and empower brand, marketing, sales, advertising, and PR teams.
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Uncovered and brought to life ironclad emotional connections with the Red Wing brand, including consumer self-perception (The Red Wing Man), personal iconography (James Dean, Steve McQueen, Kimu Taku, Til Schweiger, etc.), and brand neighborhood (Levis, Harley-Davidson, 4x4s, etc.).
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Forged strong partnerships with Red Wing’s organic teams (international marketing, brand management, sales, licensing, etc.), as well as with external in-country partners, distributors, and licensees (Midori, Postskriptum, M&G, Mirza, Nihon Keizai, etc.)
Impact:
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Delivered Red Wing's first-ever global brand/marketing architecture, leading to successful launches of Red Wing Japan, Ltd., Red Wing Germany, GmbH, and Red Wing UK.
Key partners:
Category:
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Healthcare - Hospital
Mission:
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Increase patient demand for CHS hospital emergency rooms in targeted service areas.
Putting in the work:
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Conducted aggressive nationwide research to understand patient behavior and decision-making.
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Proposed and led a highly effective re-segmentation of CHS's entire 60-market hospital network.
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Devised, launched, and supervised strategic rollout of a highly-targeted campaign, leveraging equities from the hit television drama "ER."
Impact:
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Achieved and sustained per-capita ER demand +32% above NHCRA goals.
Key partners:
Click to read the case story
Category:
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Environmental Science - Termite Pest Control (B2B / B2C)
Mission:
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Rescue Bayer's declining PREMISE brand termite killer.
Putting in the work:
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Conducted comprehensive quantitative and qualitative B2C/B2B research across the 'termite belt.'
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Led a revolutionary B2B / B2C brand and marketing reconstruction ("Sequential Credibility").
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Devised new direction / articulation of Bayer's unique value proposition (Science. Business. Leadership.).
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Redesigned insights-driven business strategies at all levels (R&D, manufacturer, influencers / KOLs, sales, distributors, and pest control operators).
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Identified a powerful yet hidden underlying emotional driver, leveraging a little known consumer story ("Zack's Mom") to position Bayer as a "more comfortable decision" for safety-conscious customers.
Impact:
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Transformed BES from -13% losses into +50% growth in just 18 months.
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Boosted sales as much as +30% in the first 30 days of the campaign.
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Grew brand awareness +73%.
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Achieved 71% advertising recall.
Key partners:
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Cynthia Clanton, Steve Albertini, Dean Huff, Greg Wetzel, Steve Burt, Pete Farno, Kent Hathaway, Jody Rowland, Travis Hawton, Laurie Christen, Ann Strong
Category:
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Durable Goods - Gas BBQ Grills
Mission:
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Increase purchases of Char-Broil's TRU Infrared grills against subdued demand.
Putting in the work:
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Conceived and deployed nationwide 'backyard cookout' research effort, uncovering powerful decision-making insights about product preference, demand schedules, gender roles, menu planning, and the evolution of the griller.
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Clearly identified knowledge and perceptual gaps about IR grill technology that were preventing shopper consideration and purchase ("Folks won't buy what they don't understand").
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Implemented a cost-efficient, digitally based “engagement pathway" shopper education strategy.
Impact:
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Drove an +11% increase in channel purchases.
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Significantly increased consumer understanding of, acceptance of, and desire for infrared technology by amplifying Char-Broil's digital dialogue with shoppers:
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+24% more engagements (Original Users)
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+28% more frequent engagement (Total Sessions)
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+44% longer engagement (Average Duration)
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+46% deeper engagement (Overall Page Views)
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Key partners:
Category:
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North American Apparel - Footwear
Mission:
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Reverse Vasque's declining sales.
Putting in the work:
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Identified that Vasque's pursuit of fashion consumers (A) pushed the Vasque into 'also ran' territory by undermining the brand's core equities and (B) undermined economic performance by pursuing a low-volume audience.
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Conducted immersive research, identified key insights, and developed the strategic plan that re-established fallen brand equity among the "outdoor adventure" audience.
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Led a redux for Vasque, once again embracing the brand's "hardcore adventure roots" - "in the heart, lungs, and spine" of the explorer, where "the air is thin, the load is heavy, and the risk is great!"
Impact:
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Delivered multi-channel initiatives that grew purchases +28% in just 12 months.
Key partners:
Category:
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Retail - Lottery
Mission:
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Drive MSL's large jackpot and instant games purchases.
Putting in the work:
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Developed and implemented Powerball re-positioning (“It’s always big!”) - boosting pre-$100 million jackpot sales to record highs (leading North America in per capita Powerball activity).
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Coupled this with innovate symbiotic marketing efforts for instant (scratch) games, designed to increase engagement, boost value, and drive demand - especially among non-traditional players.
Impact:
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Achieved the first $6 million instant games month in the MSL’s 14-year history.
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Delivered record overall sales of $408 million (resulting in $108 million in contribution to state environmental protection programs).
Key partners:
Click to read the case story
Category:
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Environmental Science - Exterior Fire Ant Control (B2B / B2C)
Mission:
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Re-launch TopChoice amid severe homeowner distrust.
Putting in the work:
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Conducted comprehensive research efforts in 'the fire ant belt' that uncovered an innate distrust of brands.
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Disruptively dropped the brand as the lead story and instead opted to "Sell the science as the sizzle" - transforming consumer disbelief into record demand.
Impact:
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Drove a +47% increase in unit sales.
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Boosted distributor orders by +55%.
Key partners:
Category:
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Automotive - Motorcycle
Mission:
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Increase membership in Honda Motorcycle's CRM / Loyalty program (HRCA).
Putting in the work:
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Pioneered a new research-based / insights-driven CRM approach for Honda Motorcycles.
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Identified low-budget/no-budget research opportunities that ultimately revealed the off-road customer as an underserved public - a hidden opportunity for Honda loyalty, marketing, and dealer programs.
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Conducted nationwide qualitative research with ATV / Off-road riders revealing brand opportunities and unmet needs.
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Created an innovative new online map-based community for ATV / Off-road riders that not only fostered incremental engagement, but also boosted hours-ridden, thus boosting demand for parts, increasing service needs, and accelerating trade-in and re-purchase rates.
Impact:
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Grew paid subscriptions +300% within the first year.
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Increased program-sourced dealer parts and service sales by +15%.
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Accelerated program-sourced ATV repurchase rates by +5%.
Key partners:
Category:
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Healthcare - Commercial Clinic
Mission:
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Reverse consumer apathy and drive consumer demand for Heart Imaging's paid heart scans.
Putting in the work:
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Identified the psychological foundation of consumer message resistance (The Adonis Complex)
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Armed only with intuition, light secondary research, and US Census data - identified a key messaging opportunity that not only could be effective, but would expand the relevant audience by +400%.
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Boosted demand with a highly disruptive and powerful campaign ("It's your father") that uniquely reframed family medical history as an emotional experience.
Impact:
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Grew overall revenue +450% over the four-month run of the campaign.
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Boosted qualified call volume +400% within the first two weeks of the campaign.
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Increased booked appointments by +325% within the first four weeks.
Key partners:
Category:
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Beverage - Spirits (Retail / Shopper Marketing)
Mission:
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Drive consumer purchases for a suite of Brown Forman spirits brands.
Putting in the work:
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Leveraged 'Dynamic Segmentation' (product prioritization, zip code, distribution, product selection, geo-fencing, etc.) to devise and launch a radically new digital shopper marketing program.
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Aligned with key NFL games to create hyper-relevant targeting and measurement.
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Created the "Living Room Tailgate" theme to optimize demand and sales volume.
Impact:
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Increased unit sales as much as +34%, amassing an estimated $800k+ in incremental brand purchases for the promotional period.
Key partners:
Category:
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Tour & Travel - Hotel / Casino / Resort
Mission:
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Increase FIT consumer demand for Venetian, Las Vegas.
Putting in the work:
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Defeated three national agencies to win the Venetian Resort / Hotel / Casino's national marketing and communications assignment.
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Supervised all strategic and tactical initiatives,: Feeder market and in-market TV, radio, print, display, interactive marketing, cross-property marketing, CRM, professional sales, etc.
Impact:
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Achieved 98% occupancy, along with the highest ADR in the history of Las Vegas.
Key partners:
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Bill Weidner, Tim Quillin, Jeff Hershey, Glenn Larsen
Category:
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Beverage - Spirits
Mission:
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Reposition/Re-launch a stalled Shakers Vodka.
Putting in the work:
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Within a very crowded, noisy, and fractured category - identified and leveraged unique, differentiated, and value-boosting 'collectibility' positioning for the Shakers brand.
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Designed and deployed multi-faceted insights-driven brand positioning and marketing strategy to launch Shakers Vodka.
Impact:
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Propelled Shakers to become the best selling vodka in the Midwest in less than 120 days, while also securing 8+ share points in the highly competitive northeastern corridor.