15 slide live presentation

8/7/2019 15 Slide Live Presentation

1/17

LIVING CASE:

WISE GUYS EVENTSSam Curtin

Sky Gillespie

Trey Hernandez

Charlie Wolfenden


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EXECUTIVE SUMMARY

Key Issue: Marketing!

y Lack of focus

y Lack of customer insight

y

Poor marketing content and distribution Recommendations:

y Focus resources on large corporate clients

y Conduct market research

y Audit marketing content


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MCKINSEYMODEL

Start with the facts

y Aid to the hypothesis

Major issues list

y Problems faced by business fall under the threeissues

Initial hypothesis


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Hypothesis Tree Framework (McKinsey Model)

Wise Guys Events want to expand their business and achieve a higher

market share.

Wise guys is a team building service

located in Los Angeles

Currently organize public and private

events for all paying customers

Differentiate themselves from

competitors by giving a personal

touch to their games through

excellent customer service

Hired to build team chemistry and

promote synergy between employees

and improve company culture

COMPLICATIONSITUATION

KEY QUESTIONS

The companys has been unable to grow

at the desired rate

They have also been unable to attract a

significant number of repeat customers

www.ruf.rice.edu/~jgsmcc/Rice_Case_Workshop.ppt


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Hypothesis Tree Framework (McKinsey Model)

Inability to attract and retain lucrative corporate and institutional clients.

Lack of focus on a specific

audience or target market

Poor marketing content and

distributionLack of customer insight

Do market reseach

including what is working

for competitors and what

are the budgets of targeted

organizations

Give post game surveys

specifically who played and

what was their experience

Follow up surveys to assesslong term value of their

Wise Guys experience

As data is accumulated,

draw conclusions about

benefits of their service to

audit internal and external

effectivnesswww.ruf.rice.edu/~jgsmcc/Rice_Case_Workshop.ppt

Focus on larger

companies with many

departments

Focus on the younger

employees of these

companies that are still

new to the professional

working environment

Do a social media audit

Adjust marketing

content based on audit

Tailor content so that

it appeals to their

target audience

Tailor marketing so

that it reflects the

strengths of the

management team


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LACK OF CUSTOMER INSIGHT

There is a low level of

customer retention

Feedback from

customers is notproperly executed

y Unaware of the

customers needs

No target market


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CUSTOMER INSIGHT

Always Seek Feedback from Game Players

y Consistency is everything

y Conduct a end-of-game survey to all players

y Provide incentives to encourage each gamer to fill survey

out.

Survey Every Client Representative Who is Willing

y Conduct a 2-3 question exit survey using a third party

within 1-4 days post-game

y Follow up 2-3 weeks after exit survey

y See if client has seen a benefit/no change since receiving

your services

Interpreting the Feedback Data

y Apply relevant results internally

y Apply relevant results externally


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LACK OF UNDERSTANDING FOR AN AUDIENCE

WITHIN A TARGET MARKET

Paradox of appeal

Competition within

industry


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LACK OF FOCUS ON A SPECIFIC AUDIENCE

OR TARGET MARKET

Trying to appeal and

market to everyone,

but in effect it reaches

no one

Website is very broad,

with little indication

of who target market

is

Wasting time doing

small events such as

birthday parties

Corporate clients are the

target market

Market to them ONLY!


10/17

UNDERUTILIZATION OF SOCIAL MEDIA

Twitter andF

acebooky Can be used to generate business from former and

potential clients who have joined the Wise Guys

Events pages.

y Content posted is self-promoting and distant.

Most posts describe the experiences of Myles and Greg, not

the experiences of customers

Because post are often self-promoting, it makes the company

seem casual and therefore unprofessional

YouTubey Myles and Greg are very personable and therefore

excellent for YouTube, but they do not use this

platform to its full potential


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SOCIAL MEDIAAUDIT

y Show the benefit wise guys can bring to

organizations

y Have quotes from satisfied customers that

show people are truly benefiting from yourservices

y Result of taking out We, me, and I quotes

will be a more professional appearance that

will appeal more to potential corporate clients

y Create more videos on YouTube that appeal to

your audience


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POOR MARKETING CONTENT AND

DISTRIBUTIONWISE GUYS MENU


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DISTRIBUTION GO GAMES MENU


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DISTRIBUTION - PUBLIC EVENTS

Public events are not entirelyprofitable but are an easy way topublicize the Wise Guys Events name

Two of our team members

participated in Booze Clues pub-crawlevent in March

Observed Myles and Greg in real-world event

During the event, Myles and Greg never mentionedthe Wise Guys Events name or anything about the

purpose of the company, team-building

At the end of the game we asked 15-20 participants

if they had heard ofWise Guys Eventsnone had


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DISTRIBUTION - PUBLIC EVENTS

Myles is interested in continuing public events if

there are enough run to make it worthwhile and

profitable

y Event we attended was slightly profitable

There is more to the event than profit

y Little to no people are aware of the Wise Guys Events

name and few show up when Myles and Greg host a

public event themselves Myles and Greg must utilize the opportunity for

what it is, a publicity event to get the name out

there!


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USE OF FINANCIAL RESOURCES

Projected to use only about $500 on marketing in2011

Must invest in website in order to make it appear

more professional

Must spend more money traveling to HR seminars

and conferences when business might be drummed

up

If goal is to attract corporate clients, must put in

the money to make yourself appeal to those clients


17/17

Questions ?

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