Approach
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ReThink Marketing's six-step
engagement approach ensures thorough execution.
However, every client has unique challenges,
resources, and goals. Flexibility is a critical factor in applying this
approach to each engagement.
For example, the in-depth approach summarized below
is required for a full research
and strategy engagement. For specific consulting
services, however, we define project
goals and assumptions more narrowly,
adjusting the depth and scope of each step to
meet the
specific requirements of the engagement.
Step 1: Definition
Part
A — Pre-Engagement
We meet with you, ask engaging questions,
and listen carefully. We want to know where you are, where you are headed,
your goals, budgets, challenges, and priorities. We probe to define the
scope of your marketing issues and identify the expected results. A second
meeting may be necessary to gather more high-level, introductory data and
discuss research and possible data collection methods (interviews, surveys,
focus groups, and secondary data gathering.) We do this to develop the engagement
proposal and consulting services
agreement, both of which are presented in a face-to-face meeting.
Part B — Post-Proposal
Once the proposal has been
accepted, we provide
a comprehensive document-gathering list and discuss the scheduling of primary
research interviews (customer and management; channel or partner as needed).
We recommend an internal communications approach to launch the engagement,
meet with key team members, and gain the cooperation and input of executives
and employees to be interviewed. Finally, we deliver a detailed timeline
with contingencies noted, and set up weekly action status communications.
Step 2: Research
We first review all documentation
and secondary data relevant to the engagement scope. This enables us to
develop appropriate questions for the internal management interviews (executive,
marketing, sales, and customer support). The research and management interviews
prepare us for the customer and/or channel interviews, or give us information
needed for survey or focus group planning. All interviews and surveys occur
during this step. Also during this step, we conduct industry and competitive
research, and dig more deeply into the company and
its corporate mission, values, and business strategies; product offerings
and roadmap; financial outlook; marketing, sales, and customer service functions;
and all communications activities. This information provides a comprehensive
view of the people, processes, and systems that interact with and support
the marketing discipline.
Step 3: Analysis
We view analysis as a separate step involving data
correlation, qualitative review, SWOT development, audit comparison, and more.
If needed, we go back to our interviewees for more insights. During this step,
clarity is gained through intense review, scenario development, cross analysis,
and expert discussion. Findings and impacts are validated.
Step 4: Strategy
Our analytical conclusions enable strategy development.
With careful consideration of the engagement goals and great attention to
the research findings and impacts, we develop a strategy report (or presentation)
that provides a complete situation analysis and impact section, and typically
includes segmentation and market strategy validation; positioning and message
development; and marketing and/or customer program proposal. Additionally,
we map out the marketing mix and tentative action plan, and outline the
performance metrics by which to measure marketing success and resource effectiveness.
A "Considerations
to Implementation" section is included as a reminder of specific
finding and impacts that could affect successful implementation of the
recommendations.
Step 5: Presentation
In a two- to three-hour session, we meet with you
and other key executives or team members to present our findings, impacts,
recommendations, and strategic marketing proposal. Depending
on the engagement, we deliver a detailed research and strategy report
(30-50 pages) or a consolidated presentation. Our delivery includes appendix
data with pertinent background details, summarized interview comments,
audit matrixes, and/or additional information we identify as meaningful
to implementation. We conclude this meeting by reviewing next steps and
confirming a follow-up session to answer any questions and begin consultative
development.
Step 6: Development
As report delivery is the "end of the beginning,"
we collaborate with you on implementation through a consultative development
process, most often through a retainer relationship. This sets the stage
for a transfer of knowledge that enables your team to be more productive
and move forward. Overall, our
objective in Development is to work with you to ensure
the new plan has the greatest chance for implementation success,
and that your company is prepared and motivated to achieve its maximum
potential.
Find out more about our services and engagement options.
