© Copyright 2012 TopRight, LLC. All Rights Reserved
Our PartnerIntroduction to TopRightMay, 2013
Website: www.toprightpartners.comBlog: www.toprightblog.com
© Copyright 2012 TopRight, LLC. All Rights Reserved
About TopRight
TopRight is a strategic marketing and consulting services firm founded in 2006 by consultants from top firms (McKinsey, Booz & Company, CSC Index), former Chief Marketing Officers and senior practitioners in sales, marketing and applied technologies
Marketing & Branding Strategy Enterprise Marketing Management Marketing Transformation Analytics, Modeling & Insight Marketing Spend Effectiveness Consumer Experience
TopRight Partners is the key catalyst for the growth of our client’s businesses through the art and science of marketing – helping our clients attain the TopRight relative position in their industry – outperforming their competition and assuming a leadership position.
History
Services
Our Vision
Locations
Marketing Automation Align Strategy, Operations & IT Social Media Direct Marketing Creative Services Sports Sponsorship
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Atlanta, GAHeadquarters Washington, DC NY Metro Chicago, IL
© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight PartnersStrategic Consulting Centered on Marketing
Traditional Management Consulting
Firms
Creativity
Ana
lytic
s
Ad/MarketingAgencies
We Help Our Clients by… Providing expert insight to create value by leveraging
extensive industry and marketing / sales expertise Bringing a mix of creativity & rigorous, fact-based problem
solving to develop pragmatic and implementable strategies Moving their business up and forward in their competitive
frame – to the TopRight
We Provide Our Clients with… A marriage of strategy and execution to drive business results A new philosophy of marketing with an expanded view across
the enterprise to include all forms of interactions with customers
We Unlock the Potential of Our Client’s Businesses by… Building the capabilities to drive profitable growth by
increasing effectiveness to grow the top line while increasing efficiencies to reduce costs
Facilitating transformation to optimize process, organization, culture, measurement, and technology
Leveraging applied technologies to integrate and enable critical business functions, cross-enterprise data, optimized sales and marketing processes, and customer experiences
Combining creative strategy, innovative analytic techniques and enabling technologies to yield actionable insights and dramatic business results
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© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight Partnership Advantages
Complimentary services to provide a broader businesssolution that leverages TopRight’s expertise and ourpartner’s solution offerings
Extend reach, knowledge and access for joint accountpursuits by leveraging TopRight and our partner’s brand,sales coverage and solutions
Engage the client at a strategic level to expand visibility, dialogue and impact up and outside traditional IT to C-level and LOB executives and facilitate client sponsor and stakeholder buy-in
Serve as both a client and partner advocate linking business/marketing strategy, goals and current business conditions to justify and position downstream solutions
Generate business justification by providing high-level benefit estimates for a “Business Case for Action” and position how our partner’s solution can be leveraged to create unique value
Our partner and TopRight aligned together become a proven trusted partner for the client to proceed with technology initiatives
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© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight Has Proven Approaches To Help Clients Capture Opportunities and Meet Strategic ObjectivesTopRight Expertise… TopRight’s Solution... TopRight Creates Value By…
Analytics & Insights
TopRight’s Strategic Playbook is a major intervention to shift the fundamental competitiveness of your business
Driving opportunities to “reinvent” governance to increase focus and discipline for generating results - an initiative that will allow the organization to meet the strategic goals articulated by the CEO and/or CMO.
Identifying growth areas and successfully expand a powerful brand into new channels, geographies, and businesses to optimize a business portfolio
Marketing & Branding Strategy
The Consumer BuyWay™ because Brands are activated today through multiple channels and touch points
Deeply understanding customer insights, prioritizing audience segments and purchase processes, to define and optimize the consumer experience
Building a winning brand position by tailoring the message ,across multiple channels and testing its effectiveness to drive customer acquisition and retention, and increase profitability
Measure & Optimize
TopRight’s Marketing Spend Effectiveness (MSE) has been designed to optimize your marketing spend
Evaluating performance of marketing spend categories through insightful measurement and analysis
Improving marketing spend effectiveness to drive increased revenue while reducing marketing expense by facilitating shifts in spend allocations to higher ROI marketing plan components
Go-To-Market Transformation
TopRight’s Enterprise Marketing Management (EMM) methodology will transform your marketing to a high performance part of your business
Facilitating transformation and integration of process, organization, culture, measurement, and technology enablers
Building the capabilities your business needs to drive profitable growth by increasing effectiveness to grow the top line while increasing business efficiencies to reduce costs
Aligning across the organization to deliver consistent, integrated and timely consumer experience
Enabling Marketing Technologies
TopRight Technology is focused on best-in-class technology solutions to seamlessly integrate and leverage key processes, business functions and data across the enterprise
Applying technology to leverage optimized business processes across sales, marketing and customer experiences, and enabling Marketing Automation, CRM, ERP, SCM and eCommerce to maximize their potential
Facilitating the linkages between strategy, business operations and information technology to ensure optimal selection and effective deployment of best-in-class technology solutions
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Enterprise Marketing Management (EMM) Transformation that Drives Business Growth
“Marketing, which represents all the work between developing a new product and getting it sold, has been searching for a structured set of processes that could fill the gap. Sutton and Klein deserve the credit for filling this gap with their concept of Enterprise Marketing Management (EMM) that now can stand with ERP, CRM, and SCP as the four platforms for running an efficient, effective and profitable business.“
- Dr. Philip Kotler, S. C. Johnson Distinguished Professor of International MarketingKellogg School of Management, Northwestern University
TopRight’s EMM Process Is Designed Specifically To Address Challenges By: Facilitating transformation and integration of process, organization, culture, measurement, and
technology enablers Identifying effectiveness and efficiency changes that will have the biggest impact on your business Rolling out changes in manageable pieces, logically sequenced to ensure the most critical
transformation items happen successfully Integrating change management into the overall transformation plan
Classic Approach TopRight Approach Large funding outlays Teams know what they want No changes will be introduced during the development
process MRM solutions should be constructed complete & correct Benefits will be captured longer term
Small funding outlays Significant changes will be introduced throughout the
development process as the operating model is fine-tuned MRM solutions need to be delivered in a series of quick
“releases” of value while staying on target to long-term solution Tangible benefits should be delivered quickly
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Go-To-Market Engagement Model
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StrategicTargeting
Case forAction Positioning Requirements
& Design
• Penetrate newAccounts
• Expand CurrentAccounts
• Dialogue withNew Contacts
• BusinessValue vs.TechnologyValue
• ApplicationFocus vs.IT Message
Deployment Enablement& Support
Prospect ImplementValue & Justify Drive Value
Implementation & User Enablement
Discover
Project Management & Client Advocacy Services
Strategic Marketing & Consulting Services
Pre-Sale Support Services
• Changemanagement
• User enablementand adoption
• Transition Svcs• Development &
planning of marketing pgms(campaigns,initiatives &tactics)
• Marketing programexecution
• Extendedsupport services
• Enterprisedeployment androllout planning
• Methodologiesfor QuickStartand agile phasing
• Project Mgmt andexecution ofimplementationplans
• Prototyping• Configuration• Validation &
testing
• Developfoundation forimplementation
• Functional &Technical Reqs
• Requirementsdefinition,prioritization,user validation
• Addressesprocesses &workflows
• Solution Design• Configuration
planning
• Position overallsolution includingproduct andservices
• Solution selectionand RFP advisoryservices
• Provides client withsingle source foroverall solutionand project mgmt
• Utilize strengthsof joint team andshared resources
• Combinecomplimentaryroles
• Create near-termentry opportunity
• Tangible offeringfocused on pre-salediscovery
• Provides clarity forclient on value and justification togenerate buy-inand momentum
• Foundation forsolution selectionand positioning
• Low investment,high value
• Accelerate thedecision processand sales cycle
Solution
© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight’s Technology Service Offerings are Focused on Driving and Enabling Marketing Technologies
Drive Value From The Technology Investment Attain Measurable Business Impact
Achieve Client Satisfaction
• Change Management• User Enablement• Transition Services• Utilization & Adoption• Program Development &
Planning• Program Execution
(Marketing Initiatives, Campaigns, Tactics)
• Requirements Definition, Prioritization, Validation
• Design & Implementation• Prototyping• Validation & Testing• Enterprise Rollout
Planning & Execution• Proven Methodologies for
QuickStart and Agile Phasing
• Strategy & Planning• Best Practices & Gap
Analysis• Strategic Playbook• Process & Workflows• Technology Roadmap• Evaluation and Selection• Discovery & Requirements
Gathering• Business Case for Action
(ROI, Justification)
Strategic Marketing
Project Management & Client Advocacy
TopR
ight
Tec
hnol
ogy
Serv
ices
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Consulting Deployment Enablement & Support
© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight Technology – Creating Technology Enabled Marketing to Drive Business Performance
TopRight brings world-class experience, a proven approach and the expert resources needed to facilitate the linkages between strategy, business operations and information technology
• Ensure optimal selection and effective deployment of best-in-class technology solutions• Seamlessly integrate and leverage key processes, business functions and data across the enterprise• Drive business effectiveness, efficiency, growth, and keep your customers engaged• Enable sustained marketing process improvement by the effective use of tools, platforms, analytics and
intelligence that improve market engagement, customer experiences, rich media content creation, relevancy, delivery, governance, workflow, partner collaboration, as well as campaign delivery, measurement, tracking and lead provisioning
Provide a comprehensive perspective across the enterprise to develop an integrated technology roadmap to leverage and optimize marketing processes, sales effectiveness and customer experiences
• Improve marketing performance and drive organic growth• Understand what the customer truly wants and values• Facilitate real-time adaptive marketing• Faster response to market needs, opportunities and threats• Facilitate consistent brand quality across all customer touch points• Provide the best consumer experiences that are relevant, timely and consistent across all channels• Target, Listen, Measure, Improve, Continuously
From strategy to solution definition, to selection and deployment, to change management and program execution, TopRight is your partner to provide the total solution, end-to-end
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Technology is more than infrastructure – it is business capabilities
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Connecting A Consumer Communication Platform
A new customer communication
platform enabled rapid deployment of dynamic consumer
marketing interactions
including:
Centralized marketing data capture
Closed loop reporting to measure and
optimize investments
Improved targeting capabilities
Dynamic marketing experience based on
consumer behavior
Allconnect is a leading consumer services company based in Atlanta, Georgia that helps consumers make wise, cost-effective decisions by explaining the options, service plans and service providers available across a broad array of home service including telephony, cable, satellite, high-speed Internet and communication bundles. Allconnect allows consumers to order or switch services with a single phone call or online transaction.
BACKGROUND
RESULT
Marketing campaign capability is limited and requires significant effort to deploy Set up and execution of Marketing Campaigns is arduous and requires long
lead times Campaign results track minimal information about marketing effectiveness Relevant data sources are neither consolidated nor accessible from a
centralized location
CHALLENGES
Enable rapid deployment of dynamic consumer marketing interactions:Capture and centralize marketing data
Improve targeting capabilities Communicate via prospect’s preferred channel Create dynamic marketing experience based on consumer behavior Establish communication rules accelerate conversion / improve retention Develop closed-loop reporting to measure and optimize marketing investments
APPROACH
®
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Transforming Campaign Management
Consistent and timely marketing messaging
through automated campaigns increased
customer conversion and improved reactivation of
old customers
A centralized marketing platform to standardize
Sylvan’s marketing processes globally
increased marketing efficiency and marketing
visibility, while reinforcing brand
consistency
One centralized marketing database
directly integrated with IMPACT that will
eventually contain ~6 million audience
members and reduce the manual effort to pull lists
from multiple sources
Sylvan Learning is the leading provider of tutoring and supplemental education services to students of all ages and skill levelsOver 1,100 company owned and franchised learning centers across the U.S. and Canada
BACKGROUND
RESULT
Sylvan Learning is evolving to a “state based” marketing model that focuses on customer conversion through specific stages of the “sales funnel”. To support this strategy, Sylvan wanted to implement automated marketing campaigns that target particular customer “states”.
CHALLENGES
Implemented Aprimo Marketing Campaign Management 8.0.5 Integrated with custom IMPACT Customer Relationship Management
Solution Integrated with ECHO marketing fulfillment partner Developed 4 “State Based” Marketing Campaigns Integrated Portal for Franchisees Created ~12 Corporate facing reports to track campaign activity,
conversion and other key performance metrics
APPROACH
®
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Optimizing Customer Touch Points
Optimized activity spend to deliver
unparalleled customer
experiences and long term business
objectives through consistently
informed tradeoff decisions
Enabled new capability to determine the
Return on Investment
associated with customer touch
points
Supported a global change in business
operating process and strategy
RESULT
Lilly currently invests >$400 million* in customer channels without consistent qualitative nor quantitative, formal nor informal measures. *(excludes sales force, samples, and DTC mass TV). Current financial tradeoffs are requiring increasing sophistication for investment decision making. Lilly currently lacks the foundational customer marketing data platforms, methodologies, organizational structure, and required analytics & reporting capability to guide investment decisions made by marketers and their management. Additionally, Lilly currently lacks understanding into the magnitude of the infrastructure required to track ongoing marketing activities and the ability to systematically report on cross-channel touch point effectiveness.
CHALLENGES
Define prioritized customer touch points via inventory Conduct data inventory and assessment to include relevant trusted data
sources Perform IT platform assessment to include platform interdependencies and
relevant data flows Assess organizational capacity to deliver improved Reporting and Analytics,
Closed-Loop Customer Feedback, and Lifecycle Marketing Pilot program with 3 customer “pathfinder” groups representing different
geographic markets, target customers, brands, multi-channel touch points
APPROACH
®
Lilly was founded in 1876, and is now the 10th largest pharmaceutical company in the world. Across the globe, Lilly has developed productive alliances and partnerships that advance the capacity to develop innovative medicines at lower costs. Lilly makes medicines that help people live longer, healthier, more active lives.
BACKGROUND
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Transforming Non-Profit Marketing
Deployed broad range of multi-
channel marketing capabilities to
enhance growth of Financial Donations
and Humanitarian Services
Assisted in ARC achieving their
marketing goals in support of donor
development
Improved cycle time for marketing
response and constituent
outreach in times of disaster
The American Red Cross (ARC) is the nation's premier emergency response organization aiding the victims of devastating natural disasters. ARC also offers provides support for the Armed Services; the collection and distribution of lifesaving blood and blood products; educational programs that promote health and safety; and international relief and development programs. As a non-profit, ARC depends heavily on volunteers and financial donations from their generous constituents.
BACKGROUND
RESULTS
Seek innovation in delivering constituent preferences and experiences Increase lead volume through awareness and positioning of programs Optimize lead acquisition efficiency and quality to increase donations Enhance lead management effectiveness and improve major donor
conversion and recurring contributions Improve post-donation experience to maximize recurring donations
CHALLENGES
Gathered business requirements and facilitated the process for evaluation and selection of an Integrated Marketing Management platform
Partnered with Brand and Creative, Field Marketing and Consumer Marketing departments to define processes, performance measures and management reporting needs and then configured solution accordingly
Assisted with deployment and rollout of the solution across the organization – leading the change management process and facilitating user adoption
APPROACH
®
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Creating Market Entry Playbook
Assessed current commercial efforts and concluded that
significant investment would
be required for VSOC to achieve
business goals
Validated management’s
hypothesis that additional
investment in commecialization of
VSOC was unwarranted
Boeing, the world leader in aerospace, defense, and large-scale integration, brings decades of innovation, experience, and talent to the homeland security front. The Visual Security Operations Console (VSOC) secures high-profile U.S. Government facilities and protects international commercial installations from intrusion and terrorism. Boeing believes there is a $billion-plus and growing global marketplace for VSOC.
BACKGROUND
RESULT
VSOC team faces internal challenges from management to increase lead generation and grow revenue. Traditional focus on large-scale government procurements rather than commercial strategies for segmenting and targeting the security market. Distribution of VSOC through third-party channels has been unsuccessful. Management requires validation of market entry strategy and “go-no go” decision on further investment in commercialization of the product
CHALLENGES
Conducted primary market research to identify, size and prioritize target customer markets
Developed marketing playbook to accelerate lead generation and drive revenue growth to achieve business goals
Evaluated current distribution channels and potential alternatives Performed market entry investment analysis and created marketing
budget and execution approach Delivered final recommendation to executives and concluded that
investment to condition the market for success was prohibitive
APPROACH
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Develop Go-To-Market Recommendations
Developed recommendations addressing market
segments and prioritization,
productized solutions,
partnerships and microgrid ecosystem
relationships, streamlined time-to-
revenue, and contracting alternatives
Provided a series of actionable next steps
to align SMM business to current
market needs and achieve both near-
term and longer-term business goals
Boeing, the world leader in aerospace, defense, and large-scale integration, brings decades of innovation, experience, and talent to the energy surety and cyber security front. Their Secure Microgrid Management (SMM) integrates technologies and systems to provide a comprehensive solution to manage and protect microgrid energy installations. Boeing believes there is an emerging $billion-plus global marketplace for SMM.
BACKGROUND
RESULT
CHALLENGES
Analyzed market data to identify, size and prioritize target customer market segments
Evaluated current state of SMM product and business unit to develop SWOT analysis
Assessed competitors to develop competitive summary, positioning and differentiation
Developed and delivered a series of recommendations and next-step actions to executives and the SMM team
APPROACH
®
SMM team faces internal concerns with historical culture of Government contracting vs. commercial strategies for segmenting and targeting, custom services vs. product, engineering and R&D vs. marketing
Generating near-term revenue while building the business foundation for long-term business growth
Prioritization of segments to enter an immature yet emerging market with a high-end solution that is ahead of broad market adoption
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Transforming the Business Around the Customer BuyWay
Evolution of a corporate value proposition to increase focus
on customer demand
Ability to capture, manage and integrate customer demand
data into systems used to forecast, create, market and
support product development
Improved customer retention and customer service through effective identification of and
response to customer demand
Enhanced internal sales processes and improved
forecasting capabilities by enabling sales representatives to share customer information
Enhanced financial controls through better management of
revenue targets, increased process efficiencies and a
reduction in costs
Toshiba America, Inc. (TAI) is the holding company for one of the nation's leading group of high technology companies, with a combined total of approximately 8,000 employees in the U.S. Together, the U.S.-based companies under TAI's umbrella manufacture and market a widely diversified range of modern electronics, each conducting research and development, manufacturing, sales and service in its field of expertise.
BACKGROUND
RESULT
In the hyper-competitive American PC industry, six leading vendors control nearly 60 percent of the market. Despite the formidable competition, Toshiba decided to become a major player in the PC marketplace. Toshiba America's executives understood the industry's growing move toward differentiation strategies and direct-selling channels and resolved to compete head-on and make Toshiba a major player in the changing PC arena.
CHALLENGES
A series of business-model diagrams were designed to illustrate Toshiba's current and future business systems. This process gathered input from every key constituency across the enterprise: Marketing, Sales, Manufacturing, Finance, HR, etc.Four themes emerged that became central to transforming the business:The shift from product-focused to customer-first systems. The introduction of a hybrid-direct approach to order fulfillment. Organizational alignment with distinctly defined customer segments. A new view of partners as participants in an extended customer-centric, demand-driven enterprise.
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Powering Up A New Internal Agency
New internal agency has been
launched and branded (Direct
Antidote)
“To-be” state defined and
endorsed by management
Evaluating technology
solutions to automate work
flows
Canada’s premier customer loyalty program for over 100 sponsor companies at over 14,000 retail and service locations$600 Million business seeks to grow to over $1 billion within 3 yearsMore than 72% of Canadian households actively collect and enjoy the benefits of the AIR MILES Reward Program, it is Canada’s most successful coalition loyalty program.
BACKGROUND
RESULT
In order to meet growth objectives, Air Miles is launching several new businesses including agency services to their sponsor companies.New internal agency created - taking back services that had been outsourced before and also attempting to serve new external clientsNeed to develop agency operating model from ground up: strategy, process, people and technology
CHALLENGES
Conduct marketing resource management diagnostic:Understand current marketing business requirementsDefine the “to-be” operating model for the agency and identify critical process, organization and technology componentsEvaluate technology solutions to support planning, budgeting, production activities, performance management, asset management, etc.Assess organization readiness and create change management protocolsCreate overall roadmap for powering up the internal agency creating new capabilities over time and introducing enabling technologies
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Winning With Social Marketing Strategy
The social marketing strategy
served as key point of difference in HBF’s contract
wins at SLC, LAX and ATL airports – representing over $85 million in new
revenues for the company
Implementation of the strategy has driven enhance
passenger satisfaction,
improved speed of service and 15%
growth in same store sales
Hojeij Branded Foods (“HBF”) is a boutique company specializing in Airport Food & Beverage Concessions Development & Operations and manages contracts at the nation’s top airports. The company has built a reputation as one of the most respected Airport concession operators based on a clear strategy of delivering quality, value and speed of service
BACKGROUND
RESULT
HBF needed to develop a point of difference for how they would use social media and marketing tools to enhance the passenger experience while increasing same store sales and profitability over time. Key strategic questions included: • How do our target passengers connect with each other, interact,
learn and make choices about dining experiences at the airport?• How can we reach our target passengers with relevant, timely
offers; simplify ordering and payment; increase store sales and build passenger loyalty?
• How do our target passengers rate their dining experiences with our stores, with our competitors’ stores and in the context of their overall airport experience?
CHALLENGES
Using TopRight’s BuyWay approach, an innovative, integrated social marketing strategy was developed. With a phased implementation plan, HBF built momentum and a following with passengers at their stores through a series of successes - starting small and growing in complexity and value. Closely tracking and monitoring the impact of social marketing initiatives on passenger experience and store performance enables us to quantify social marketing ROI, quickly refine our strategy to optimize performance of HBF-operated stores, and share success stories and best practices with the airport authorities
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Optimizing Raving Fans Loyalty Program
Determined the impact (lift) of every
dollar spent on marketing &
advertising (by medium) on
product sales
Quantified the impact of
seasonality, macroeconomic
conditions, type of store, Customer
service, weather, etc on product
sales
Recommended changes to the 2008
campaign to optimize marketing
spend effectiveness
Chick-fil-A is a fast food chain with over $2 billion in sales and a major presence in the southeastChick-fil-A runs a wide gamut of marketing/advertising campaigns at a national and local level (e.g., TV, radio, out-of-home, sports sponsorships, discounts & giveaways, community outreach events, sampling)
BACKGROUND
RESULT
Chick-fil-A wanted to understand the impact of each marketing/advertising medium on product sales (by unit type, product type, geographical location and season) to better allocate their marketing spend in the future for optimum impact on sales
CHALLENGES
Collected, cleansed and loaded into our database 300 million rows of data on daily Chick-fil-A sales by product (item) and location for the previous 5 years. Also loaded data on every single marketing campaign that was run (TRP’s)Ran the data through our proprietary spend effectiveness data to measure and isolate the effect of each marketing and non-marketing driver (e.g., type of location, macroeconomic conditions, season, time of year, operator type, etc) on product salesDetermine SIR (sales to investment ratio) for every marketing/advertising medium
APPROACH
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Enhancing Brand Experience for Growth
Upgraded Arby’s brand experience
Developed promotional strategy
aimed at target segments
Developed segmentation
approach and defined target
Develop a plan to increase national
advertising
Improved the in-store experience
Shifted from product development to
category and lifecycle management
One of the leading fast food chain s in the USArby’s wanted to grow yearly revenue from 2.4% to 10% on line with their competitorsHistoric growth had been fueled by promotional activity including coupons, bundle offers, and limited time offers
BACKGROUND
RESULT
Arby’s was struggling to create profitable demand at both the consumer and franchisee levels. It had a “sleepy brand”Historical Arby’s roast beef sandwich positioning hurt by general trend away from beef to other perceived “healthier” or “fresher” productsNewer concepts such as Quizno’s and Subway were growing rapidly
CHALLENGES
Conducted qualitative and quantitative research to identity growth opportunitiesEvaluated list of growth options
• Potential economic market value• Brand equity transfer potential• Organizational capabilitiesDeveloped growth strategies
APPROACH
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Customer Service, Marketing, Operations
Case Study: Improving Customer Experience
Ability to focus potential product
and service offerings based on
target Customer purchase attributes
Improved cost-benefits analysis
related to large capital expenditure
areas
Enhanced Customer
experience and improved
satisfaction ratings
RESULT
Delta was striving to improve the Customer experience from ticketing to destination, with an emphasis on the in-flight experienceDelta was also working to regain their Customer service leadership in the industry
CHALLENGES
Conducted a Customer satisfaction and brand experience assessment, identifying key drivers of Customer satisfaction and Delta performance on each driverEvaluated opportunities to modify Customer service experience with consideration of:
• Fit with Delta brand and target Customer segment purchase attributes• Delta’s ability to differentiate service relative to competitive offerings• Operational and organizational impact of potential offer• Financial costs and potential returns on required investments
Developed strategies for enhancing Customer satisfaction that included:• Streamlined online reservations• In-cabin technology such as television, games, telephones, etc.• Complaint and dispute management process
APPROACH
®
Delta Air Lines offers Customers service to more destinations than any other global airline with Delta, its Northwest subsidiary, and Delta Connection carriers service to 368 destinations in 66 countries. They wanted to ensure a high industry standard of Customer satisfaction.
BACKGROUND
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Case Study: Developing Retail Expansion Strategy
Identified target consumer segments
and occasions
Determined that one of brands was not
well suited to Japanese market
Developed “own the zone “ apparel
category to focus on
Category focus strategy was extended
globally
Established store expansion strategy to
add 150 stores and grow revenues to
$500 million in 4 years
RESULT
US apparel manufacturer wanted to develop entry and expansion strategy for Japanese marketNeeded to include differentiated approaches for GAP, Banana Republic and Old Navy brands
CHALLENGES
Conducted comprehensive market research related to Japanese consumers, competitors and potential geographic marketsConducted focus groups, quantitative research and competitive analysis Recommended apparel categories where GAP could “own the zone” within the Japanese marketVisited high potential geographic markets to assess consumer traffic, competitor locations and benchmark retail sales productivityDeveloped specific strategies for market entry and expansion that included:
• Target customer segments and apparel occasions• Brand positioning relative to international and domestic apparel brands• Retail store locations by brand within key markets• Product design and target specifications regarding color, quality, etc.• Desired print advertising vehicles and key message content• Multi-year retail expansion strategy by brand• Pro-forma financial statements
APPROACH
®
Gap Inc. is one of the world's largest specialty retailers, with more than 3,100 stores and fiscal 2008 revenues of $14.5 billion. Gap has stores throughout the United States, as well as in Canada, the United Kingdom, France, Ireland and Japan and world headquarters based in the San Francisco. More than 150,000 employees around the world support Gap.
BACKGROUND
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Case Study: Moving From A House Of Brands To A Household Brand
Increased focus on direct sourcing and
proprietary brands led to improved quality,
shortened lead times, and reduced product
costs
Focus on retail stores led to increased sale
closure rate and higher average tickets
Focus on expansion within existing
geographies allowed targeting of fast-growing markets with established
brand name Improved
marketing, targeting and
positioning led to increased quality
of traffic
Founded in 1885, Havertys is a full-service home furnishings retailer with over 120 showrooms in 17 states in the Southern and Midwestern regions of the U.S. providing its customers with a wide selection of quality merchandise in middle to upper-middle price ranges.
BACKGROUND
RESULT
•Furniture industry is fiercely competitive with many competitors closing, consolidating, or refocusing.
•Industry wide gross margins had dropped more than 6% over 10 years
•Retail furniture sales were growing at roughly half the rate of overall residential furniture sales through all channels
•To remain competitive, Havertys needed to refocus and redefine its competitive strategy
CHALLENGES
Defined nine major strategic areas to reposition Havertys in the marketplace:
Strengthen retail store as primary sales channel & grow share and sales productivity by realigning store operations around the customer
Increase gross margins by improving product mix and pricing Leverage existing infrastructure to reduce SG&A costs Develop specific strategies for key markets like Atlanta and Dallas Strengthen Havertys as a value-oriented brand within existing
product categories Create a direct sourcing capability Deliver store growth with a focus on existing geographies Improve marketing & advertizing to increase quality of traffic Reevaluate target consumer, marketing and brand positioning
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Transforming Marketing In The Retail Industry
Consolidated information across all production jobs
into one central repository
Gained organization-wide reporting
capabilities across all programs and
initiatives
Facilitated the delivery & collection
of review materials & approvals to outside
agencies
Tracked the production and
delivery of loyalty items to gain
lifecycle-oriented views into program
execution
RESULT
•No centralized management of the thousands of marketing and promotional items produced each year
•Inability to effectively collaborate and share production materials with outside vendors (agencies, printers, etc)
•Immediate problem: a new customer loyalty program was targeted to be launched without any supporting (or enabling) information systems
•Inability to track production of reward-based promotional items over time and therefore no “lifecycle-oriented” reports regarding program execution
CHALLENGES
•Define Program and Job Jackets to manage all production efforts•Leverage Workflow Manager to enforce structured processes for the
production of all marketing items across all types of materials•Ensure that all production materials are properly categorized into a
hierarchical structure to facilitate alignment to Programs, Objectives & Strategies
•Provide outside vendors with secure access to relevant job, milestone and review-related information
•Use Digital Asset Manager to manage the release and availability of published marketing and promotional items
APPROACH
®
Established in 1962, Kohl's has quickly become one of the nation’s largest retailers. Based in Menomonee Falls, Wisconsin, Kohl's is a family-focused, value-oriented, specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting.
BACKGROUND
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Case Study: Transforming Marketing In The Retail Industry
Gained real-time visibility into the 300+ packaging
jobs being executed at any
given time
Gained visibility into compliance
and audit trail data on vendor
adherence to brand standards
Formalized a structured
packaging process that reduced rush
jobs and streamlined the
packaging processes
RESULT
•Inconsistent delivery and management of brand and packaging standards to 900+ vendors worldwide, particularly in the pacific rim
•Increasing volume and complexity of packaging activities•Little visibility across all packaging jobs for status and resource management•No way to centrally manage work-in-progress packaging materials
CHALLENGES
•Leverage Workflow Manager to enforce a structured process for the distribution of marketing materials to vendors and the collection and approval of packaging layouts from vendors
•Create a compliance mechanism to ensure vendors adhere to stated guidelines
•Use the Digital Asset Manager to manage a library of packaging materials, including both work-in-progress and finished documents
•Define Job Jackets to define and manage all Jobs in the packaging group
APPROACH
®
With fiscal year 2008 sales of $48.2 billion, Lowe's Companies, Inc. is a FORTUNE® 50 company that serves approximately 14 million customers a week at more than 1,700 home improvement stores in the United States and Canada. Founded in 1946 and based in Mooresville, N.C., Lowe's is the second-largest home improvement retailer in the world.
BACKGROUND
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Creating A High Performance Organization
Hired first class marketing talent
into critical roles
Developed internal capabilities to
conduct market research, develop brand positioning and create robust
marketing strategies
Creating consumer loyalty programs
aimed at increasing frequency, driving c-store traffic and growing revenue
and profit
RESULT
• To drive convenience store growth, RaceTrac needed to develop internal marketing skills that they lacked.
• Capabilities to build the brand, drive traffic to the store and enhance the customer experience were particularly important to continued growth and success
CHALLENGES
TopRight worked with senior management to develop a high performance marketing organization:
•Assessed client strategic marketing competencies across brand management, category management, merchandising, promotions, local marketing, consumer insights and analytics capabilities
•Performed a gap analysis and then designed new strategic marketing processes, developed consumer insights and analytics strategy, designed a performance management system, identified key technology enablers, and restructured the organization to close critical gaps
•Assisted the senior executive team in identifying, screening, interviewing and selecting prospective employees to fill strategic marketing, merchandising and analytics positions in the new organization
APPROACH
®
RaceTrac had grown from a small family gas station operator to a multi-billion company with 525 gasoline convenience stores in 12 states. While gas had initially been the primary source of revenue and profit, convenience store sales had become increasingly important. Company wanted to develop capability to market and operate world-class retail stores
BACKGROUND
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Developing Consumer Insights
Client gained detailed understand of areas
critical to driving expansion strategy,
including:Bijoux Terner’s five primary consumer
segments and which ones should be their
primary and secondary targets
Key drivers of shopping behavior for
each segmentDifferences between
domestic and international shoppers
Differences in shopping behavior
between airports, casinos, and outlets
Bijoux Terner is a specialty boutique specializing in women’s and men's fashion accessories at the $10 U.S. or €12 price pointOperates more than 550 boutiques in travel destinations including hotel and casino resorts, cruise ships, airports, and train stations in over 60 countries on 6 continents
BACKGROUND
RESULT
Bijoux Terner needed to gain a better understanding of their customers, including:• Who are they? What are their attitudes toward shopping and
accessories? • Where do they shop? Which type of Bijoux Terner store? Who else are
they shopping?• How often do they shop? • How do they shop?• What are they buying and why are they buying it?• Are the buying for themselves or for others?
CHALLENGES
Defined and profiled Bijoux Terner’s customer segments including: demographics, geographics, uses, shopping occasions & behaviors, preferences & attitudes, reaction to different pricing strategies, prioritization of concepts and attributes, and other general consumer attributesDefined consumer brand perceptions for Bijoux Terner and its competitorsSynthesized findings & implications for U.S. market expansion strategy
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Case Study: Building A Brand From The Ground Up
Opened store on time as promised.
Successfully launched
ecommerce site on time as promised.
Store exceeded 1st quarter sales
targets by 35%.
TopRight developed the SharpMart brand and assisted with the launch of the pilot store in Louisville, KY:
BACKGROUND
RESULT
• Build the Brand & Store Marketing Infrastructure• Develop brand-level marketing materials & standards• Generate local awareness of the concept store opening (in Louisville, KY) • Launch the New Store & Execute on Grand Opening Drive traffic to new store
for its grand opening. Create buzz and "happening" surrounding the new store opening
• Press media & content standards• Press release content• Local media stories (e.g. informational pieces regarding the upcoming brand and
store)• Announcements (e.g. to local organizations)• Community outreach materials• Sponsorships and relationship materials for local organizations• Store Associate marketing materials and training kits (regarding marketing
standards and messaging)• Signage artwork, standards and templates• Brand brochures, in-store display templates, promo/deal call-out templates• Direct Marketing procedures, protocols, training guides and templates• FSI templates• Radio strategy and deployment plan• Website Development: Website design and development (including static,
dynamic and simple data collection capabilities)
APPROACH
®
© Copyright 2012 TopRight, LLC. All Rights Reserved
Example Go-To-Market Initial Offering
29
Create near-term joint entry opportunities at high levels within target clients Rapidly convert prospects to customers for our partner and create incremental
consulting work for TopRight
Offering
Objectives
Strategic Opportunity Assessment Report (SOAR) - A short-term, low-cost consulting engagement led by TopRight that generates a compelling case for action, crystallizes the value proposition and accelerates the decision making process
Outcomes
Client Value
SituationAssessment &DestinationPlanning
Marketing Process & Data
Analysis
• Brand situation assessment
• Alignment with strategy and destination statement
• Marketing performance findings
• Improvement opportunities
• Marketing process findings & recommendations
• Data gaps & sources• Recommendations for
applied technologies
• Case for our partner’s solution with supporting evidence
• Summary of 3 phases• Planning and
implementation framework
• Strategic context• Role of marketing• Current business factors• Desired goals & state
• Targeted “pain points”• Client voice• TopRight insights &
benchmarking
• Identifies precisely where EMM can help
• Data integrity and comprehensiveness
• Prioritized strategic opportunities
• Solution addressing pain points and linked to strategy
• Estimated benefits
Marketing Performance Assessment
PhasesCase for
Action
© Copyright 2012 TopRight, LLC. All Rights Reserved
TopRight Leadership TeamDave Sutton is a leading authority on how to plug 21st-century strategic marketing techniques and enabling technology into businesses to drive performance. Dave delivers a truly unique package of credentials and expertise: blending the art of a marketer with the science of an engineer and the business acumen of a former public company CEO. Dave co-authored Enterprise Marketing Management: The New Science of Marketing. This ground-breaking book puts ROI at the center of everything Marketing does by enabling companies to create sustained, profitable, organic growth.Global 2000 organizations seek out Dave to help them develop compelling marketing and sales strategies to grow their businesses. His clients have included organizations such as: Alstom Power, American Red Cross, Boeing, Coca-Cola, Delta Airlines, Eli Lilly, Georgia-Pacific, Kimberly-Clark, Microsoft and Miller Brewing.As a strategic marketing thought leader, Dave is a widely quoted authority on growth and marketing strategy, operating strategy, marketing execution and marketing technologies. Dave appears regularly as a marketing expert on Fox Business News, Fox and Friends and Neil Cavuto – Your World. Industry analysts such as Forrester Research, Gartner Group, AMR Research, and mainstream publications such as Fortune, Forbes, Business 2.0, CEO, and The Advertiser regularly look to Dave for strategic marketing insight
Guy Nielsen is a former Fortune 200 Chief Marketing Officer who brings high impact and practical marketing solutions to help his clients drive business performance. He has a track record of transforming and revitalizing marketing and communications for some of the world’s best known companies.With significant international experience including long-term assignments in Europe and Latin America, Guy has the know-how to successfully develop and deploy global marketing and communications strategies and rally large, diverse teams around a common cause.Guy is also forerunner when it comes to measuring marketing value, having implemented award winning dashboards and scorecards to demonstrate marketing’s impact on business results, brand, and employee engagement.
Mark Landi is an insightful management consultant, sales and marketing executive and proven business leader. He has more than 20 years of executive and leadership experience, serving in executive and senior-level roles with Fortune 100 and other prestigious companies such as Booz-Allen & Hamilton, IBM, IBM Consulting Group, Oracle, and several entrepreneurial and startup companies. Mark has deep expertise in developing, leading and implementing business growth and efficiency strategies, through marketing and sales strategies, go-to-market planning, and the effective application of enabling technologies for sales, marketing and CRM initiatives. He delivers a unique package of experience and expertise, with the business acumen of a senior executive in a public company, practical experience in building and executing sales and marketing initiatives, and knowledge of the technology sector as a computer scientist..
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© Copyright 2012 TopRight, LLC. All Rights Reserved
Contact Us
31
TopRight, LLC11921 Freedom DriveSuite 500Reston, VA 20190
Mark LandiManaging Partner
Office: 678-384-6700Mobile: 703-625-7421Email: [email protected]
Website: www.toprightpartners.comBlog: www.toprightblog.com
© Copyright 2012 TopRight, LLC. All Rights Reserved
© Copyright 2012 TopRight, LLC. All Rights Reserved
Contact Us
Dave SuttonPresident & CEO
Office: 678-384-6701Mobile: 404-229-0234Email: [email protected]
33
TopRight, LLC TopRight, LLC3290 Northside Parkway 11921 Freedom DriveThe Forum, Suite 150 Suite 500Atlanta, GA 30327 Reston, VA 20190
Mark LandiManaging Partner
Office: 678-384-6700Mobile: 703-625-7421Email: [email protected]
Website: www.toprightpartners.comBlog: www.toprightblog.com
© Copyright 2012 TopRight, LLC. All Rights Reserved
Contact Us
Guy NielsenManaging Partner
Mobile: 703-462-3231Email: [email protected]
34
TopRight, LLC11921 Freedom DriveSuite 500Reston, VA 20190
Mark LandiManaging Partner
Mobile: 703-625-7421Email: [email protected]
Website: www.toprightpartners.comBlog: www.toprightblog.com
© Copyright 2012 TopRight, LLC. All Rights Reserved
Contact Us
Dave SuttonPresident & CEO
678-384-6701
35
TopRight, LLC TopRight, LLC3290 Northside Parkway 11921 Freedom DriveThe Forum, Suite 150 Suite 500Atlanta, GA 30327 Reston, VA 20190
Guy NielsenManaging Partner
703-462-3231
Mark LandiManaging Partner
703-625-7421
Website: www.toprightpartners.comBlog: www.toprightblog.com
© Copyright 2012 TopRight, LLC. All Rights Reserved
© Copyright 2012 TopRight, LLC. All Rights Reserved