Case Studies

MULTICHANNEL MARKETING AND SALES

Rebranding as part of a Corporate Transformation

As part of the digital and sales transformation of a medium-sized business belonging to a corporate group in the health care sector, I reviewed its branding using the following analysis criteria:
  • Distinctiveness of the word-image brand
  • Current and future market positioning of the company
  • Consistence between brand and market positioning

I achieved a marked improvement in brand distinctiveness by simply shortening the current name, which is now also easily understood in an international context. I considered market positioning from both a current and future perspective, which was incorporated into the development of the transformation strategy. The new word brand was then designed to fit the digital and sales transformation process of the company.

What was initially intended only for the affected company evolved into a new umbrella brand that was also used for other subsidiaries. At the same time, an important strategic step was taken, strengthening the group’s perception as a unified company in its external image.

Customer growth through Multichannel Marketing and Sales

In a medium-sized company in the health care sector, a marketing and sales concept was to be created that, in addition to the existing channels, would develop further new sales channels, link them effectively together and trigger customer growth. In my role as Head of Marketing and Sales, together with the team, I developed and implemented the following measures:

  • Development of eCommerce, with the sales channel webshop and new eMarketing tools. In eMarketing, tests decided on the final campaign launch.
  • Training in sales promotion in the internal sales department and rewarding performance-related achievements.
  • Introduction of a marketing calendar, making the planned measures accessible to employees.
  • Implementation of best practices in the field sales department.
  • Development and introduction of effective KPIs.

The measures varied in their degree of innovation and complexity. For the team to manage some of the challenging new tasks, larger work packages were divided and implemented step by step. Accompanying training as well as the establishment of cross-departmental communication forums enabled the desired successes, while strictly adhering to the budget:
  • Growth of the customer base by 32%
  • Increase of repeat buyers by 7%