Turnaround Marketing

Every company has a brand, product group or business unit that is below par. Senior management wrestles with selling it, closing it or harvesting its cash flow until it falls into the “all others” line on the quarterly report and then simply dies.

But for the customers it is their brand, product or business partner of choice. Might there be more customers like them somewhere else? Can the product be re-positioned to another market? Does the division’s proprietary technology solve a problem for a manufacturer that hasn’t heard about it yet? Those are all questions that may well turn this year’s dog into next year’s star. Think of it as new product development but with a product that is already generating revenue.

What is needed is a turnaround specialist. Not in the traditional sense of a $600 an hour turnaround consultant or financial wizard who can make the digits dance, but someone skilled at marketing triage.

• Marketing triage
• Customer loyalty analysis
• New product ideation
• Competitve differentiation and positioning
• OnDemand CMO