2023 has been a gratifying year for my fractional CMO business, The Marketing Sage Consultancy.
I got to work on several exciting projects with complicated challenges that required patience, passion, and professionalism. Without revealing confidential details, I’ll share seven examples of the work.
As proud as I am of the successful outcomes, the friendships, connections, and camaraderie from these projects brought me deep joy.
SNACK FOOD BRAND DIFFERENTIATION
- How Do You Find a Meaningful Point of Difference in a Crowded Snack Category?
This project involved a $5B snack food category where the competition sang an almost identical song. They all used the same imagery and basic narrative.
Through first-hand qualitative and quantitative research, we distilled mounds of data into a few significant insights. Then, we created a distinctive image in packaging, websites, digital advertising, and trade communications. We found a meaningful hook that will appear on all our marketing communications from package to pixel.
RESULTS: The response has been remarkable in the first few months of presenting the product to retailers. The buyers have acknowledged that we are doing some fresh, exciting, incremental to the category. We anticipate that in 2024 we will far exceed the initial sales objectives based on the trend lines from the last quarter.
UNLOCKING AN UNFAIR ADVANTAGE IN A DIRECT-TO-CONSUMER BUSINESS
- How Do You Leverage an Unfair Advantage a client has in a DTC Business?
When a new client started discussions with me, they shared that they had an unusual advantage that no one in their category had. We had to dive deeply into the competition to understand how our narrative and brand could be focused on something novel but relevant to a segment.
RESULTS: Although it’s early, I am confident the investment in research will pay off in validating our hypothesis. The Marketing Sage Consultancy found several ways to separate ourselves from the competition leveraging our unique advantage.
WRITING MARKETING PLANS FOR A CHARTER SCHOOL
- Writing a Marketing Plan Designed as a Blueprint for a School System.
A charter school client needed a marketing plan developed to solve a specific challenge. Through stakeholder interviews, quantitative research, and diving into existing materials, I outlined a ten-step actionable plan. Once the blueprint was in place, I was hired to help execute the first four steps and to help find the right person to finish each significant activity.
RESULTS: We achieved the first three goals and are progressing toward the rest. They have a clear path to forward to solve some challenges they have struggled with for years.
CREATING A SAGE ADVISORY BOARD FOR AN AGENCY
- Creating an Advisory Board of Directors for a Marketing Agency.
A marketing agency needed help with a range of strategic challenges outlined by the CEO. The Marketing Sage Consultancy created an advisory board that meets bi-monthly and has addressed many of the CEO’s most difficult-to-solve problems. The work isn’t done, but our solution was economical and grounded in the wisdom experienced senior experts can bring.
RESULTS: The client has found a new way to solve problems by leveraging the sage expertise of outsiders and has already brought in new business and some helpful process improvements.
FIRST-HAND RESEARCH TO UNLOCK NEW PRODUCT OPPORTUNITY
- Stakeholder Interviews to Unearth New Product Challenges in B2B Food Service.
A food manufacturer and processor approached me to help explore the opportunity for their company to launch a new food product in a food service channel. Through in-depth stakeholder interviews with senior executives at top companies in their space, we revealed both opportunities and some complex challenges. The qualitative work was the first step to helping my client make a go/no go decision.
RESULTS: We agreed to do a second round of quantitative research with a larger sample of one thousand critical decision-makers in their space. Our market research and analysis results will allow this senior marketing executive to bring data to his recommendation to senior leadership. Instead of acting on our gut, we compiled first-hand data to develop some informed hypothesis. We believe we have uncovered an opportunity our client can unlock.
REBRANDING A 25-YEAR-OLD FOOD BROKER
- Guiding a Food Broker Who Needed to Rebrand and Refresh their Tired Image and Message.
A food broker knew that they needed a facelift. They wanted a new brand name, image, website, and narrative to tell. They believed their image was stale. We created a fresh name, look, and story in alliance with designers and web developers. My role was to help the leadership team find cost-effective solutions to help them achieve their goals.
RESULTS: The new brand will launch on time in Q1 2024 with a video that tells its unique story, a clever and distinctive new name and logo, and a website that aligns with the brand’s values. I found several cost-effective ways to achieve all of their goals.
CEO COACHING AND ADVISOR
- Coaching a CEO to Refine his Strategy.
When the leader of a 30-person service agency approached me to coach him, I was honored to offer my counsel. Over six months, I helped him reframe his approach to selling and became an outside sounding board for a range of new strategies for growth.
RESULTS: The business has been through some bumpy difficulties, but they are now on a steady course to correct several of the problems they faced. I can’t take credit for their realignment since my role was mainly as an advisor. However, I provided the leader with an important sounding board to help him run ideas and innovation before he brought them to his team. He has turned a corner, and I think he is well-poised for success in 2024.
Need Seasoned Advice?
Could you use the sage experience of The Marketing Sage Consultancy? I assembled the right team to solve your specific challenge in every project. And I work in a highly collaborative way to solve the right problem. Need references? I have a long list of satisfied clients who would happily speak with you.
Initial consultations are free. And, if I can’t help you – I can often refer you to someone who can.
You talk. I’ll listen and ask questions.
Schedule a call HERE to take flight in 2024.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
