Marketing Management Expertise
My marketing approach is based on the Seven P's of marketing (I have added three to the original Four P's). These consist of the traditional four P's of marketing - price (profitability is a component of price), promotion, place (distribution), product - and an additional three P's - people, process and post sale (aftermarket). People consist of current customers, potential customers, lost customers and employees. Process consists of marketing, selling, customer service, complaint, warranty and other processes, which reside in the customer-facing end of a business. Post sale consists of all activity that occurs following a sale (service, repair, parts sales, customer service surveys, etc.), which often times influences a subsequent sale.
I have successfully expanded sales channels by identifying untapped markets, products that can be utilized by those markets and sales channels required to reach those markets. I have selectively leveraged various channels such as direct selling, distributors, manufacturer's representatives, OEM accounts, Internet, dealers, catalog houses and retail businesses in order to reach new customer bases. I have in depth knowledge of these selling channels and their requirements and motivations. I am adept at establishing relationships with these channels and creating selling material such as point of purchase material, brochures, web sites, in store promotions, monetary bonuses, training programs and more which are directed toward individual channel requirements. I have experience creating new channels globally as well as domestically.
My product development expertise and successes are rooted in the Lean Sigma Seven Stage Gate Product Development Process. I have introduced numerous new products (in excess of 35), both redesigns and brand new products. The new products developed were responsible for 25% of total sales with the latest company I worked for. My product development philosophy originates with the voice of customer with the customer base being involved in the product defining process and through all seven stage gates. The customer input is utilized to adjust product attributes in order to ensure a solid fit in the targeted markets. I have strong product launch experience with launches into new and existing markets. I have utilized international design teams to lower costs associated with product development. I also practice post mortem analysis following product releases to ensure sales and profitability targets are met, product attributes are acceptable and to evaluate the process providing intelligence into future process enhancements.
I have identified adjacent markets and complimentary products designed to expand the market space served. Adjacent markets consisted of markets where current product offerings could be utilized with little or no product alterations. I have also identified adjacent markets that required new or redesigned products according to customer requirements. In most cases, adjacent products require new selling channels, which I have also identified and leveraged. I have added complimentary products to the product portfolio in order to create product bundling, cross selling, up selling and aftermarket selling opportunities - all with resulting increases in revenue and profitability. These successes are a result of not only identifying opportunities but in creating relationships with complimentary product manufacturers. These efforts have been focused on revenue, profitability and market share growth as well as on market space expansion.
I have increased my company’s brand awareness and top of mind awareness through branding initiatives. I have used surveys of non-customers, potential customers and lost customers to identify the company’s current brand position according to those customers. In all cases, I have utilized the survey results to communicate to the organization the company’s internally perceived brand versus its customer perceived brand, with the result being a plan to enhance the company’s brand position. In addition, a map for brand growth was identified and deployed resulting in actual and measurable top of mind brand awareness. Brand enhancements consisted of marketing initiatives including advertising, web sites, product packaging upgrades, promotional endeavors, trade shows, market expansion and more.
I have been responsible for identifying various acquisition candidates designed to increase the market space in which my company participated. These typically have been service-oriented entities that served highly profitable adjacent markets that were not well served by my company. I have performed preliminary due diligence on those candidates identified and created relationships and environments suitable for acquisition completion. Legal departments performed the full due diligence.
I have created selling, product and service training tool kits designed to ensure a cohesive and singular message is delivered to the consumer. These have included paid in house and remote training seminars, such as field service training, inside sales training and new salesperson training, as well as technical selling tool kits. The selling tool kits included product information, PowerPoint presentations, competitive data, “How to Sell X Product” information, value propositions, features and benefits. The training was designed to be portable and could be delivered via the Internet, both of which assisted in ensuring greater coverage.
I have extensive knowledge of the Internet, search engine optimization and e-commerce selling models. I have revised and updated three websites for my previous two employers, moving these sites from purely an information site to a truly e-commerce site, resulting in measured increases in website traffic. I have conducted studies showing that the majority of capital equipment buyers are now utilizing the Internet for research and comparison purposes. I have deployed an e-commerce site providing an online trading space for aftermarket related purchases. I have increased traffic via search engine optimization techniques, which also resulted in very high placement on Google.com.
I have led companies to expanded market share positions via the above mentioned initiatives – both with organic growth and new market growth.