INTEGRATION: Do your marketing materials stand alone - or build on existing activity?   Activities such as presentations, brochure development and core marketing material creation can build on the strengths of previous initiatives or, as in the case of a new product launch presentation, start afresh with a new format to deliver more targeted sales messages.

The Marketing Medic’s independence and retainer based contract guarantees that advice offered and campaigns delivered meet both the challenges set – and can leverage best practices developed through client experience.

Model Case : IT Sector campaigns

Challenge: To develop a suite of sales tools, messages, materials and training to support a professional services organisation. Ensure that materials can be leveraged across both North American and European audiences without incurring significant additional cost.

Solution: Creation of a range of brochures, tapes, CD training and promotional materials using a core client benefit format. Critical to the success this project was the agreement of common messages and the choice of case study examples from both regions so that a single colour text change and simple reformat from US Letter to European A4 size was all that was required to localise.

Results: Development of integrated sector specific marketing material, training and associated web lead development generated $15M of additional business during the 18 months of this exercise.

Model Case : Semiconductor product launch

Challenge: Develop a high profile vehicle to launch a new packaging variant of an existing product - targeting low cost, small form factor applications in North America.

Solution: Use existing sales channels for a channel promotion- but revitalised with new training, advertising and product presentation messages. Combining the ‘Low cost, small format’ message through direct mail of the actual product mounted on a business card, with a roadshow to channel partners, press and key prospects proved a winning formula. The inclusion of a dime and a penny on the business card, (the 11 cents change from a $20 bill), built on previous ‘sub $20’ messages and was a memorable way to highlighted cost advantages.

Results: Revitalised North American business, growing revenue more than 170% against a backdrop of revenue decline for products in this market segment.