Return on Marketing

How effective is your current marketing activity? Do you know your cost of acquisition, lead conversion rates and cost to serve? Is this factored into your pricing? Is your website working as hard for you as it should?

  1. Sponsorship assessment & negotiation
  2. Marketing ROI
  3. Website maximisation
  4. Website project management
  5. Pricing model development

In Practice

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  1. Demystifying the data

    Client heavily reliant on direct mail for lead generation. Cost was increasing but response rates were declining.

    Actions
    • Conducted analysis of response time and rate.
    • Discovered ‘database wear-out’ was occurring.
    • Determined optimum response lead time.
    • Redesigned direct marketing strategy.
    • Reduced frequency of direct mail.
    Outcomes
    • $2 mill annual savings in direct mailing costs.
    • Increased response rates.
    • An increase in average purchase value.
    • Revenue remained constant.
    Testimonial

    Change is hard and no more so than in operationalising business strategy. Fiona is a rare breed of commercial marketer who can deliver tangible business results in the present while building organisational capability that will ensure the results are sustainable in the future.

    Louis HawkeManaging Director PSM- ANZ Bank

  2. Driving incremental revenue

    Responsible for new product launch, in a declining sales market. Risk that new sales would cannibalise existing sales and negatively impact profit. Project had low organisational priority.

    Actions
    • Created buy-in and ownership by all cross-functional team members.
    • Developed innovative launch plan
    • Ensured that the project had focus and attention of the business
    • Ensured the salient points were understood by customer- facing staff.
    Outcomes
    • Delivered incremental sales and increased penetration (20% above plan).
    • Won the Australian Direct Marketing Association (ADMA) Effectiveness Award.
    • Awarded Manager of the Quarter.
    • Project utilised as GE Capital world wide best practice case study.
    Testimonial

    As the senior leader accountable for the delivery of sustainable sales revenue Fiona was committed to successful implementation. This was achieved through her strong sponsorship underpinned by a clear strategy and delivery of business benefits. Fiona’s focus on effective stakeholder engagement was key to maintaining project visibility, retaining adequate resourcing and facilitating the implementation across the organisation. The business outcomes exceeded expectations and was recognised through an industry marketing award.

    Catherine EastonSenior Project Manager GE Capital Finance Australia

  3. Understanding your USP

    Inconsistent use of language, style and position statements in communicating with key stakeholders. Internal confusion as to brand value and use of tag line.

    Actions
    • Developed and implemented brand style guide to deliver brand consistency and integrity.
    • Worked with media partners and sponsors to implement integrated campaigns.
    Outcomes
    • Brisbane Lions brand independently rated by Interbrand No 1 in AFL.
    Testimonial

    Fiona was instrumental in developing key strategic relationships between the Chalk and the Brisbane Lions management teams. Her strategic thinking and ability to develop key relationships created a significant amount of value for both organisations and set the scene for this strategic partnership between both organisations to grow. She is a well-rounded professional able to traverse many layers within corporate circles.

    Jason TitmanDirector, Chalk Hotel