The Earlier Work - Successful Programs from Earlier in My Life
While this work was done earlier in my career and I often don't show it that much, the effect it had on the companies involved remains undeniable.
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Monroe Auto Equipment- Driving Traffic & Trial |
This campaign was produced very cost effectively. Monroe Auto Equipment needed to drive traffic into their dealerships- independent tire and brake shops for the most part but needed to also drive gross margin.
The solution? Engage people to have their shock absorbers checked every 25,000 miles to ensure their performance was still viable and give the shops a chance at a sale. Using mainly free stock footage to underscore the need for great performing shocks and a friendly tone, this work played out in broadcast, in-store POP and in outdoor markets with a high incidence of Monroe stores. The Results? Increasing traffic to hundreds of Monroe Auto Equipment dealers in key markets by almost 18% and sales by over 12%, making for incremental product and dealer revenue without resorting to discounting. |
Acura Division of American Honda Motor Corporation - Lifting & Separating From Honda
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Communicating Precision Crafted PerformanceWe helped position Acura as the luxury Japanese automotive line offering "Precision Crafted Performance" and cleanly separating these products from the Honda automobiles on which they were based. Interestingly enough Acura has chosen to return to this position recently in order to have a more clear and relevant market position and perception. Perhaps they never should have abandoned this theme in the first place. Hindsight is 20-20...
I learned the fundamentals of consumer attitude, value and purchase behavior segmentation analytics, how customer segmentation can extend valuable marketing funds and increase efficiency and engagement. Principles I still use today in digital analytics and social media campaign appeals. These ideas and images were translated across the Acura product line landscape- advertising, collateral, point of sale, owner newsletters, dealer training and more. We established and grew the brand, helped launch a legendary new sports car in the NSX and did it all more efficiently and effectively than Honda thought possible under the Honda brand. We had a whole lot of fun too. Don't ask about those roof top parties, I'll deny all knowledge... |