Recent Experience in Measured Marketing

Development of a direct marketing strategy for PC-based personal financial software publisher: Hamilton conceived and developed a multi-tiered direct marketing program to maximize additional sales to existing customers. Within one year of implementation, this program became the largest profit generator in the company and helped enable the firm's successful IPO.

Direct marketing audit for the consumer product division of a major telecommunications company: Hamilton performed a comprehensive economic analysis of all of the client's direct response promotions by comparing them on a cradle-to-grave, lifetime-customer-value basis. This rigorous and novel approach challenged many internal assumptions about "what always works" and convincingly focused future efforts on the most effective approaches. By revealing systemic weaknesses in the way the firm managed prospects, the audit catalyzed rapid change at the client with substantial profit implications. The analysis also revealed that some new customer generation activities were unprofitable and needed to be stopped.

Database marketing strategy and direct marketing process improvement for a major telecommunications company: On an ongoing basis, Hamilton is modifying the end-to-end direct marketing process of this large technology marketer in order to prepare for substantial growth. Work includes articulating a clear strategy for database marketing and developing a new measurement system to enable lifetime-value-of-customer tracking and smooth communication among all involved departments. Finally, Hamilton has been asked to recommend changes in the marketing organization and in key vendor relationships.

New product development for a broad range of personal financial information products to be sold via direct marketing for a major mutual fund provider: Hamilton performed a business development opportunity scan to leverage the fund provider's reputation, expertise, and customer base for entry into the personal financial information industry. Product directions included newsletters, magazines, packaged software, on-line services, and others. A database marketing approach, using an extensive database of customer information, played a key role in developing competitive advantage.

New product development advisory for direct-marketing-driven products for major educational publisher: Hamilton evaluated content and positioning of the client's product line and those of competition to identify niches of opportunity for future product development. The Hamilton team recommended new product positioning, and a direct marketing approach for identified opportunities.

Development of an integrated direct marketing/telesales approach for a DEC-based systems-utility-software developer: Hamilton developed a multi-step marketing and sales process for an innovative product which required technical, consultative selling despite a moderate sales price. Innovative sales tools were developed and implemented to empower telephone sales reps in consultative selling. The Hamilton team created a unique, integrated marketing and sales tracking system which allowed sales management to optimize profitability by balancing the quantity and quality of prospects across a lengthy sales cycle.

Development of a novel "electronic couponing" program for a regional publisher: On an ongoing basis, Hamilton is helping a major publisher conceive and plan an "electronic couponing" program designed to increase the loyalty of both advertisers and readers. The program concept incorporates both database marketing and a novel approach to point-of-purchase data capture.

Redesign of the direct sales and marketing approach for a high-end vertical market software and services provider: After researching the client's complex selling cycle and the roles of multiple decision-makers, Hamilton developed a comprehensive account management approach to focus limited resources on the best opportunities and the right purchase influencers. Deliverables included top-down account management strategies and budgets as well as detailed and segmented promotional, creative, pricing, and offering plans.

Market development for a provider of enhanced services telecom equipment: For a new provider of switches offering enhanced services, Hamilton Consultants examined its strategy for working with land line and wireless telephones in market development. The client had successfully sold some switches to a variety of telephone companies, but could not sell more because its customers were not successfully selling to end users. Hamilton designed the parameters of a direct marketing program that would allow better end user market development, including use of selling bundles of telecom services.