Growth Key: RISK IS GOOD.
Grew sales among the most lucrative target, very active traders, by over 30%. Utilized unpaid media to get maximum exposure vs. spend.
Growth Key: LIFESTYLE SELLS, EVEN B2B MARKETPLACES.
Moved Island from distant #2 to #1 ECN in less than a year, then took over former market leader and did it again!
Growth Key: PARTYING AS CREDENTIAL.
Repositioned the brand to appeal to the “advanced partying” set.
Growth Key: Smile as Style.Repositioned tooth whitener brand from oral care to lifestyle/fashion with an end-to-end relaunch.
Growth Key: UNREWARDS.
Identified key insight about Fifth Third’s conservative Midwest customer — rewards needed to be real. Immediately increased participation and redemption.
Growth Key: Reposition from Shopping to Game. Guerilla/buzz promotion glamorized the excitement of winning an auction by encouraging people to “top their trophy.”
Growth Key: Reposition as Entertainment. From small independent to urban empire. 20% month-over-month membership increases for 24 months by re-framing the competitive set from fitness to entertainment.
Growth Key: Turn distrust into love.
This leading cable company grew acquisition efficiency by over 63% and reduced attrition by over 10%.
