Opportunity: Polaris personal watercraft (PWC) historically placed last in market share. The challenge was to increase sales and market share without eroding either Polaris’ or the retail channels’ already low margin. Actions After conducting a thorough SWOT analysis it became clear that a series of tactics that worked in unison in order to fully engageContinue reading “Engage the Consumer and the Distribution Channel for Optimal Results”
Companies are eager to keep a current, fresh public image. Today, Social Media is a must to achieve that goal. But before joining the social media movement, there are a number of questions to consider. The following represent a few that I am addressing at Sea Ray. 1. What was the opportunity that presentedContinue reading “Sea Ray and Social Media: Life at the Water’s Edge”
AquaPalooza The World’s Largest In-Water Event! Sea Ray launched in 2006, this event grew from a handful of dealers to over 100 locations around the globe and the signature event in 2010 boasted an attendance of 60,000 – the raft up stretched ½ mile from the stage to the last row! Artists Included: TaylorContinue reading “AquaPalooza”
Building advocacy through a comprehensive and meticulous approach to brand management has been the single-minded purpose of my 20 year journey working with some of the world’s best-loved and most respected brands. It is this philosophy that I first learned at Harley-Davidson and have successfully built upon with each brand I have been fortunate enoughContinue reading “Brand Advocacy Process”
The goal of achieving customer satisfaction is not enough in a highly competitive market. After all, what is a satisfied customer? Generally, these are customers who have done little more than given themselves permission to switch brands. This begs the question “Why do they switch brands?” Imagine this scenario: a new customer buys and enjoysContinue reading “How to leverage your brand advocates to grow your customer base”
Opportunity Beginning in 2010 Sea Ray invested heavily in revamping its brand identity. This comprehensive strategy included understanding customer behaviors and attitudes about the brand, developing brand and sub brand positioning and creating the brand “pillars: that support the new consumer-centric positioning. However, what was lacking from this exercise was a way to measure ifContinue reading “Measuring Brand Engagement”
Developing a comprehensive brand strategy begins with an alignment of the brand with the consumers’ value system and ends with consumer advocacy. The role of the change agent within the company is to drive the brand positioning throughout the organization by ensuring that the consumer’s desires are included all aspects of the brand from strategicContinue reading “Brand Strategy Model”
Consumer research indicated that Volvo had a unique opportunity to separate itself from the traditional brands in the market. Consumers viewed Volvo as progressive, innovative and forward thinking. This provided an opportunity to create a clear distinction with both the b2b and b2c consumer.