Brand Management & Marketing Case Studies
Secret Antiperspirant
Brand Management
Create a new marketing strategy for Secret Brand to implement value pricing in order to return Secret to the #1 market share position.
Secret Brand had adopted an everyday low price strategy in order to move away from unprofitable high value coupons which had become more common. An exhaustive review and analysis of past promotions revealed that the size of the volume bump from coupons did not vary greatly by the value of the coupon. They key to driving product volume was gaining feature in local retailer circulars and in store displays.
Low value coupons drove feature and display in similar way to higher value coupons while costing the brand much less in promotional expenses.
Focus group research revealed that loyal customers expected a regular coupon reward, and price conscious customers were more likely to buy regardless of the coupon size. As a result many loyal customers has switched to other brands.
I developed a new theme driven promotional calendar to drive in-store feature and display supported by low value coupons. Tie-ins to Publishers Clearing House mass mailings, family focussed portions offering Zoo discounts, and sampling programs which reached 90% of Sixth grade girls resulted in major share gains.
The Result: Secret Brand returned to the #1 share position with the largest market share in a decade.
Visit : Secret Brand
Secret Brand
There are not many cities that have experienced such social and political extremes.
Amazon
Product Management
The Problem: Launch the first store on Amazon.com that marries a product and a service based on the customer’s location and current cellular service provider.
Our Solution: The first zip-code database driven application that marries a product and a service with the Amazon.com customer profile.Key deliverables included: User Interface design and testing, launch marketing promotions, search engine marketing, storefront and landing page design and optimization.
Cell Phones and Services
There are not many cities that have experienced such social and political extremes.
Optimum Online
Product Management
The Problem: Redesign the online portal for Cablevision’s broadband services to provide easy access to customer servces as well as on-demand content including news, weather, games, video and other services in an easy to use homepage for cable modem customers.
Our Solution: A sleek new portal with new a homepage and easy to access content areas for news, weather, traffic, sports, finance, entertainment and video.The result: Increased customer satisfaction and loyalty due to easier access to customer service and increased advertising revenue from branded content.
Online Portal
There are not many cities that have experienced such social and political extremes.
Not All Blank Cassettes Are Created Equal
If you are an entrepreneur, you know that your success cannot depend on the opinions
John Small, has over 25 years of experience in web design and marketing for companies ranging from Procter & Gamble to startups around the world. Count on us to deliver results-driven solutions for your marketing needs.
US Postal Service/Moversnet
Application Development
US Postal Service Moversnet WebsiteThe Problem: Create a secure and user friendly online application to allow movers to easily fill out and submit an official change of address form.
Our Solution: Moversnet, the first site to offer users the ability to complete and file an official U.S. Government form.Key deliverables included: User Interface design and testing, Search engine optimization and marketing, graphic and logo development, launch marketing promotions, public relations, sponsored micro-sites, application design.
MoversNet App Design
There are not many cities that have experienced such social and political extremes.
COMING SOON
Color choices are not included, different values in color can be represented in.
AT&T
Direct Marketing Programs
The Challenge: Create an online application that would generate new residential sign ups for AT&T long Distance Services.
Our Solution: An AT&T micro-site targeted at new households and long distance switchers looking for a better rate plan. Users receive targeted discount offers. Key deliverables included: Site design and usability testing, application development, banner ads, online and print marketing.
What we did
- Landing page design
- Direct response forms
- Graphic design
- Banner ads
- Usability testing
The Result: Significantly increased conversion and customer acquisition rates.
Client Testimonial: We rolled out this program in record time and it resulted in higher conversion rates than we have seen in the past. Thanks for a great job.
Consumer Marketing
There are not many cities that have experienced such social and political extremes.
Maxus Technology
Brand Management & Business Development
Create a new marketing strategy for Secret Brand to implement value pricing in order to return Secret to the #1 market share position.
Secret Brand had adopted an everyday low price strategy in order to move away from unprofitable high value coupons which had become more common. An exhaustive review and analysis of past promotions revealed that the size of the volume bump from coupons did not vary greatly by the value of the coupon. They key to driving product volume was gaining feature in local retailer circulars and in store displays.
Low value coupons drove feature and display in similar way to higher value coupons while costing the brand much less in promotional expenses.
Focus group research revealed that loyal customers expected a regular coupon reward, and price conscious customers were more likely to buy regardless of the coupon size. As a result many loyal customers has switched to other brands.
I developed a new theme driven promotional calendar to drive in-store feature and display supported by low value coupons. Tie-ins to Publishers Clearing House mass mailings, family focussed portions offering Zoo discounts, and sampling programs which reached 90% of Sixth grade girls resulted in major share gains.
The Result: Secret Brand returned to the #1 share position with the largest market share in a decade.
Visit : Secret Brand
Corporate Rebranding
There are not many cities that have experienced such social and political extremes.
Revlon
Brand Management
Create a new marketing strategy for Secret Brand to implement value pricing in order to return Secret to the #1 market share position.
Secret Brand had adopted an everyday low price strategy in order to move away from unprofitable high value coupons which had become more common. An exhaustive review and analysis of past promotions revealed that the size of the volume bump from coupons did not vary greatly by the value of the coupon. They key to driving product volume was gaining feature in local retailer circulars and in store displays.
Low value coupons drove feature and display in similar way to higher value coupons while costing the brand much less in promotional expenses.
Focus group research revealed that loyal customers expected a regular coupon reward, and price conscious customers were more likely to buy regardless of the coupon size. As a result many loyal customers has switched to other brands.
I developed a new theme driven promotional calendar to drive in-store feature and display supported by low value coupons. Tie-ins to Publishers Clearing House mass mailings, family focussed portions offering Zoo discounts, and sampling programs which reached 90% of Sixth grade girls resulted in major share gains.
The Result: Secret Brand returned to the #1 share position with the largest market share in a decade.
Visit : Secret Brand
Colorstay Product Launch
There are not many cities that have experienced such social and political extremes.
