mac mcweeney agency capabilities preso1
TRANSCRIPT
Retail Support mktg capabilities
Mac
McWeeney
Presented to:
proprietary & confidential 3
partnering for success
• Our approach:– Custom to each client
– True partnership• Open dialogue
• Full access
• Continual two-way data flow
– Results-inspired design: Begin with the end in mind
– Situational awareness: qualitative & quantitative market intelligence/data gathering• Internal & external benchmarking by channel, market,
product line
proprietary & confidential 4
the process map to success
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aligning the last three feet
proprietary & confidential 6
we make it happen
proprietary & confidential 7
results accelerators
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a nationwide presence
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the retail calendar
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strategy map & calendar
text
Mar 05 Mar 06
Apr 05 May 05 Jun 05 Jul 05 Aug 05 Sep 05 Oct 05 Nov 05 Dec 05 Jan 06 Feb 06 Mar 06
RELATIONSHIPS
EDUCATION
LOYALTY
3/15/2005 - 4/30/2005
LAUNCH KITS
May 05
Launch Accommodation Program
9/1/2005 - 11/30/2005
LEARN & WIN§ (3) Quizzes§ Sweepstakes Rules§ (3) premiums
Dec 05 - Dec 05
SWEEPSTAKES DRAWING
§ BDS Reps announce
winners creating an
in-store event
2/1/2006 - 2/28/2006
CERTIFICATION§ Test§ Premium
6/1/2005 - 7/31/2005
INSTANT WIN§ Scratch Cards§ Prize: (25) V3 § (2) premiums
8/1/2005 - 8/31/2005
LUNCH & LEARN§ Lunch (pizza)§ Training Module§ Sweepstakes Overview§ (1) premium
Mar - Jun+X% Mindshare
Budget: $XX
Jul – Sep+X% Mindshare Lift
Budget: $XX
Oct – Dec+X% Mindshare Lift
Budget: $XX
Jan - Mar+X% Mindshare Lift
Budget: $XX
Jul 05
Mindshare Results
Oct 05
Mindshare Results
Dec 05 - Feb 06
REWARDS & RECOGNITION
§ (2) premiums
Feb 06
Mindshare Results
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proven track record of success
“Strategies can be roughly right, but execution must be perfect."
(Anne Mulcahy, President & CEO, Xerox)
Channel management
Sales and marketing conduit
Retail vendor management
Retail performance management
Sell-through strategies
Marketing collateral development
Retail staff assessment
Annualized retail marketing strategies
Product training and retail certifications
Coverage model selection
Thank you!