Client
National interior and exterior architectural lighting manufacturer and marketer, based in San Francisco.
Challenge
Boyd is a premier manufacturer of high quality exquisite architectural lighting serving commercial and residential markets. Examination of market options maximizing upon their core competencies was under consideration. Additionally, outside stimuli and recommendations on increasing marketing prowess were sought to propel Boyd to the next plateau in market penetration and sales growth.
Solution
Analysis
- Customer and sales rep analysis
- Management meeting facilitation in marketing planning, product planning, and program development with senior management, staff, customer service, sales, media, and product design.
Strategy
- Marketing Plan
- Promotional planning and promotional drives
- Advertising
- PR strategy, releases and feature story development
Implementation
- Consulting to the marketing department, sales, and support staff to increase sophistication in marketing efforts and organization skills in scheduling, use of customer information, and integration of promotional and advertising programs.
- Marketing manager recruitment
Measurement
- Improved staff skills in analysis, program development and targeting
- Increased efficiency with available marketing dollars
- Increased staff knowledge, creativity and motivation in program development and implementation
|
