Marketing Management

• Managed multi-million dollar marketing programs and marketing staffs for companies and clients from $50,000 to $30,000,000
• Including pre and post new business openings
• Managed the total marketing, advertising and public relations programs of many large and dozens of small companies
• And the Marketing personnel of several companies
• Develop, supervise and am held accountable for all phases of account and business budgeting, particularly marketing budgets

Marketing Service:

• Business Plan Writing
• Marketing, Advertising and Public Relations Counsel
• Advertising Campaigns
• Public Relations Campaigns
• Sales Plans
• Complete Trade Show Support
• Dealer Support Programs
• Primary and Secondary Research
• Customer Service Plans
• Merchandising

Business Plans:

• Write and implement complete corporate and product business plans, with executive summary and abstract
• Including analysis and recommendations on
  • Product demand
  • Competition
  • Product development
  • Market profiles
  • Industry outlook
  • Overall corporate and operational planning
  • Complete marketing, public relations and sales plans
• Action Plans

Business Plan Financial Projections:

• Prepare detailed five-year financial projections for companies and products
• Projections include
  • Documentation
  • Footnoted research
  • Explanation of assumptions

Business Plan Objectives:

• Set Corporate and product Marketing
  • Goals
  • Priorities
  • Objectives
• Mission statement
• Corporate Philosophy and Governance
• A future Vision
• Questioned All Assumptions

Market Research:

• Primary and secondary markets analysis
• Identification of Problems and Opportunities
• Customer analysis to make customer input part of the development process
• Focus group studies
• Data base development programs
• Competitive, Market and Product Research
• Determine your technical and marketing strengths relative to our competitors
• Consumer Geographics, Demographics and Psychographics
• Analysis: Apply results to practical marketing and PR objectives and strategies

Marketing Strategies:

• Written to be Customer Driven
• By Understanding your Customers
• Stand for Something
• Focused
• Develop a Marketing Presence
• Develop Strategic Partners
• To accomplish your objectives, including...

Branding Strategies:

• Write and implement complete business plan per brand
  • Executive Summary
  • Abstract
• Including analysis and recommendations on
  • Product demand
  • Competition
  • Product development
  • Product testing
  • Market profiles
  • Industry outlook
  • Overall corporate and operational planning
  • And complete
    • Marketing
    • Advertising
    • Public relations
    • And sales plans
• Involves the process of managing the "Total Customer Experience"
• Image creation and positioning (what they see is what you are)
• Determining and clearly understand
  • Your technical and marketing strengths
  • Relative to your competitors
• Building Loyalty and brand equity
• Developing a brand vision for each product - a dream of a possible future that sets a direction for you
• Write a 5 year brand strategy including
  • Channel
  • Distribution
  • Pricing
  • And Communication strategies
• Manage your brands As An Asset using four communications areas:

Marketing Plans:

• Write a plan to dominate your target markets
• Defining New Target Markets
• Corporate and product Positioning Statements, including...

Advertising:

• To create awareness
• Motivate consumers to know and choose your products
• Through Target Market Attraction

Adverising Planning:

• Write advertising plans
• Write copy and layout platforms for
  • Print media plans and budgets
  • Broadcast plans and budgets
  • Cross-Promotion advertising
  • Sales collateral
  • Direct mail
  • Outdoor
• Dealer support programs (Point Of Purchase and Dealer Marketing programs)
• Internet email campaigns
• And detailed budgeting

Advertising  Creative:

• Write all copy
• Direct outside creative staffs and support graphics
• Direct layout development and production
• Direct photographic shoots
• Direct radio and TV commercial production
• Conceive, analyze and approve all creative output from outside agencies and/or outside support people for clients

Advertising Production:

• Completely familiar and experienced with all phases of advertising production
• Involving hands-on supervision and direction of media production including...
  • Print
  • Broadcast
  • Outdoor
  • Internet advertising
  • Yellow pages
  • Sales collateral and printing
  • Operational collateral
  • Sales presentations including Power Point
  • Direct mail
  • On-site and studio photography
  • Logo design
  • Package design
  • Web site development
  • And complete meetings and convention planning, production and implementation

Media Buying:

• Negotiate substantial discounts
• Buying and verifying all media
• Develop Co-op programs

Sales Planning:

• To create a stronger, loyal customer base
• Selling Philosophy
• Direct Sales Contact Plan
• And Follow-up plan

Marketing Budgeting:

• Develop, supervise and am held accountable for all phases of marketing budgets

Marketing Implementation:

• Write an Action Plan
• For all branding strategies
• And implement it
• Managing the total marketing efforts

Public Relations:

• To project a clear, congruent, corporate and product image
• PR goals
• Objectives (Announcing your presence and position your products in the market)
• And PR and web site strategies

Public Relations Development:

• Write, place and pitch to hundreds of editors...
• Press releases
• White papers
• Blogs
• Articles
• Hard copy Press kits
• Digital Press kits
• Product backgrounder stories
• Fact sheets
• Endorsements and testimonials
• Case studies
• Logo Sheets
• Corporate identity programs
• Develop reciprocal link programs and Flash files

Manage of PR:

• Client newsrooms
• Conduct communications audits on competition
• Create a Positive Company Culture
• Community relations programs
• Managed crisis communications programs
• Develop and implement employee newsletters and training programs
• Coordinate media relations
• Spokespersons speech writing and coaching
• Blog forums

Press Conferences:

• Set up, managed and supervise special PR events

Investor and Stockholder Relations:

• Develop and implement programs and stock promotion, blogging and eZines.

Design and Copy Services

• Logo/Branding Design
• Stationary Design(business cards, letter heads, envelopes)
• Brochure Design
• Advertising Design
• Web Design
• Illustrations
• Apparel
• Postcards
• Posters
• Banners
• Signs
• Vehicle Wraps
• Book Cover Design
• Book Design
• Magazine Design
• Catalog Design

Trade Shows:

• Pre, Show and Post show activities

Pre-Show Activities:

• Trade Show Action Plan
• Pre-Show advertising
• Press Kit Development Hard Copy and Digital VPO
  • Press Releases
  • Backgrounders (Company and Product)
  • Backgrounder Fact Sheets
  • Brochure (Company and Product)
  • Product Spec Sheet
  • Logo Sheet
  • What Others Are Saying Testimonials
  • Ad Reprints
  • PR Digital File CD
  • Who¡¯s Who Bios
  • Submitted Applications for Speaker Requests
  • Spokesperson Identification and coaching
  • Staffing training and supervision
  • Strategies for Working The Show
  • Determine presentation scripting and demonstration techniques
  • Assignment of responsibility
  • Prospect strategies
  • Dealer Support Programs
  • Award applications copy and submission
  • Booth Traffic building:
    • Virtual Press Office participation: A digital version of your press kit
    • SmartBooth: A targeted Trade Show web-based prospecting and measurement tool that allows you to continue your show investment before, during and after CES and several other shows.
    • Participating exhibitors receives a SmartBooth Entry Portal allowing you to:
      • Complete your company information for the online directory as well as the on-site printed Official Show Directory
      • Detect how many buyers of your products and services have registered
      • Determine the level of awareness these attendees have of your company
      • Review your Exhibitor Performance Score
      • vNews Internet Campaigns
      • Direct mail Invitations
      • Telemarketing scripting by target segment
      • Editorials coverage ¨C Pre-registered press
        • Get personal email and phone invitations
        • Set editorial booth appointments
        • Staging plan
        • Show Service

Show Activities: 

• Show advertising
• Press conferences
• Hospitality suite
• Social events
• Questionnaire/Contact form
• In-booth selling
• Booth Exit Survey
• Intelligence Gathering
  • Prospects
  • Exhibits
  • Booth
  • Graphics
  • Sales Collateral

Post-Show Activities:

• Programs to keep in touch
  • Product updates
  • Special promotions
  • New products
  • Success stories
  • New applications
• Direct mail
  • Fulfillment Packages
  • Post Cards
  • Sales letters
• Sales calls
• Telemarketing
  • Leads
  • Sales
• Non-attending Distributors script
• Fax campaign
• Endorsements
• Testimonials
• VPO provides a media usage report telling you who has accessed your content
• Merchandise trade show successes to:
  • Employees
  • Press
  • Marketing partners
• Response Management System

Dealer Support Programs:

• Local advertising kits
• Marketing Tip Sheet
• Print ad formats
• Radio -Recorded do-nuts
• Scripts
• Sales Collateral
• Brochures
• Price Sheets
• Flyers
• Posters
• Direct mail
• Point-of-purchase (POP)
• Banners
• Posters (Wall and Window)
• Kiosks
• Table-top displays
• Counter Mats
• Consumer Educational Flyer
• Installer certification program
• Advertising Support Programs
• Advertising Rebate programs
• Company Advertising support
• Sales contests
• Administrative collateral
• Order form
• Returned merchandise
• Collateral request form
• Research:

Customer Service Plans:

• Customer Service Survey
• Managing your Customer Information
• Review your Customer Service Data Base
• Providing The Right Information At The Right Time
• Determine Relationship Value
• Classify Each Relationship
• Potential Methods of Interaction
• Making the information available
• Automated Answering Systems
• Customer Service Strategies

Web Site Development:

• Web Design
• Web Site Copy
• SEO
• Press Room
• Newsletter
• Rankings Programs

Merchandising:

•  
  • Management
  • Employees
  • Third Parties
  • Consumers
  • Stockholders