A few examples
Opportunity: Reposition the brand in current markets while breaking into new markets & customer sectors.
Challenge: Negative perceptions of the brand, in a highly competitive market.
TC Office, Bristol
Strategy: Revamp and reposition the brand while busting any myths. Focus on building brand loyalty with lifetime customers. Grow product portfolio to penetrate new customer markets. Use TOWS matrix to identify new strategic choices.
Tactics: Use qualitative and quantitive customer research to understand their buying behaviour, needs and wants, and how to communicate with them.
Create new look and identity across brand and product literature.
Restructure customer base through segmentation.
Deliverables: New brand look and name extension.
Customer personae-detailed customer profiles and insights.
Restructure of sales to analyse, volume, value and frequency of purchase.
New product ranges and roll-out targeted launch campaigns.
Opportunity: Re-engage store staff loyalty for Dyson
Challenge: UK sales in decline, store staff becoming despondent with the brand in a highly competitive and saturated market.
Dyson UK
Strategy: Reignite the brand and get store staff to like and recommend Dyson again.
Tactics: Get feedback from frontline sales and training staff. Collaborate and generate ideas with internal sales teams; re-educate people.
Understand how people shop in the category the interactions with store staff.
"Open up" Dyson HQ, let the retailers see for themselves how Dyson is made and tested.
Build brand and product credibility.
Deliverables: Store staff interviews, questionnaires, in-store shopping research and mystery shops.
A re-training programme with company visits.
'Break-through' store staff training guide.
A new style of product launch programme and integrated campaigns for new products.
Opportunity: Grow in overseas markets
Challenge: Saturated UK for core products.
Dyson International
Strategy: Extend distribution in overseas markets.
Tactics: Identify markets with a high propensity to buy vacuum cleaners. Give evidence to support opportunity with in-depth market research and business plan. Incorporating: market retail analysis, end-user lifestyles and buying behaviours.
Identify the right route to market. Establish relationships with key distributors and independent retailers.
Identify the right media and look at key influencers within each market.
Deliverables:
Marketing plan and branded marketing materials appropriate to market
Connections with people who will endorse your products.
PR/Social Media/Advertising plans.
Opportunity: Bring brand out from the past, making it relevant for today.
Challenge: A brand with a deep-rooted history of Aga and Rayburn owners.
Aga-Rayburn
Strategy: To separate the brand, Aga and Rayburn.
Tactic: Understand the differences Aga and Rayburn owners. Reposition both brands.
Deliverables:
Focus groups to identify differences between the two brands. Creation of content for both brands.
Above the line (advertising, PR and online) campaigns.
Targeted trade and end-user shows.
Distinctively different product launches.
Identify brand ambassadors e.g. Mary Berry and Michael Tonks.
The creation of the Rayburn Guild for Rayburn engineers.
ABOUT ME
Kate Ross-Smith
Hi
So how can I help you? That depends on - where are you now and where you want to be.
Why are branding and marketing important?
1) As you know, branding is not just a logo.
A brand develops around knowing who you are, why you are doing it and why people should be interested in you.
2) Branding helps you get new customers and keep current ones.
3) Vision & Goals - Having a clear vision and an outcome that everyone shares, can be reflected in the brand.
4) Dispel any myths people might have and build brand trust through key messages.
Some of my marketing beliefs:
1) Authenticity - Use authentic words that come from you.
2) That any brand or business can grow, through people and not budgets.
3) Understanding peoples' values (what matters to them) leads to great communication and relationships.
4) Marketing is about: people, discovery and creativity.
I've worked for some big brands, worked overseas with distributors and in Japan in retail.
I've worked for and with people from all areas of business. Learnt a lot from some influential people, like James Dyson, designers, manufacturing directors.
After working in Bristol, I relocated to North Devon. I like opening doors for people (metaphorically speaking). creating networks and working with creative, inspiring, problem solvers.
I WANT TO HELP
If you have any questions about how you can get the most from your customers. Or ideas you have up your sleeve but need help to turn them into action plans - why not call me :-)
07949 231436
katerosssmith@
gmail.com
