Marketing & Multichannel Strategy

Marketing strategy, planning, budgeting and business analytics

Development marketing strategy and planning by channel using historical facts, research, current results, and strategic objectives including a written plan indicating top metrics by channel for weekly/monthly/quarterly/annually reporting and measurement

• Which products should I sell? (What?)
• Which channels should I sell them through? (Where?)
• Which customers or segments do I advertise to? (Who?)
• Which day, week or month should I advertise? (When?)
• Which advertising methods should I use? (How?)

Customer lifetime value models and customer list evaluation

• Develop 3, 5 or 7 year multichannel LTV model by various media sources, product types, quality scores and brands including a full financial analysis of gross and net sales, product and marketing costs, gross margin, and fully weighted operational and G&A costs
• Produce executive summary that clearly indicates tactical and strategic levers to drive sales and profitability based on company objectives
• Generate net present value of current customer and lead database
• Provide observations and recommendations to improve list valuation

Marketing budgeting and reporting

• Develop marketing budgeting tool by channel utilizing historical budgets, company goals and objectives and recent results
• Integrates all relevant corporate and marketing metrics including gross sales, cancel rate, return rate, discount rate, net sales, product, marketing and operational costs, gross and net margin, advertising % of sales, acquisition cost per new and repeat customer or lead, customer repeat rate, contribution per customer, sales per square inch by campaign, and ROI by campaign
• Developed in an easy to use system and maintained internally

Sales forecasting development or accuracy improvement

• Develop sales forecasting tool by channel utilizing historical results, current trends, product and pricing changes and marketing calendar
• Integrates gross sales, cancels, returns, discounts and net sales
• Developed in easy to use system and maintained internally

Circulation and contact strategy development

• Develop a mix of multichannel contacts to optimize sales and profit
• Determine format and depth of direct mail campaigns
• Determine frequency and types of email campaigns
• Determine which publications, size and location of print ads
• Determine which local or national radio stations or television/cable networks for less targeted mass media advertising

Customer and leads profiling, modeling & segmentation

• Model and segment customers and leads based on behavioral, demographic and psychographic information
• Determine investment level by segment
• Train senior management, mid-level directors and customer facing departments on customer segmentation profiles and importance

Prospecting methodology review, planning, modeling and implementation

• Review company short and long-term growth objectives to determine proper new customer or lead acquisition strategy
• Develop prospecting models based on customer segmentation
• Determine universe and geography of top prospect segments
• Develop prospecting contact and messaging strategy by segment
• Run and review prospecting results, update tests and models as needed

Marketing expenditure evaluation by channel

• Full P&L review of all marketing expenditures to appropriate cost savings or growth opportunities
• Renegotiate marketing vendor contracts
• Move external services in-house providing proper ROI due diligence
• Lower or eliminate credit card processing fees if appropriate
• Utilize existing in-house technology to improve efficiency & lower costs