xko zych link 4 2011
TRANSCRIPT
Creating It Is HARD.
ACTIVATING IT IS HARDER!
MARKETING
STRATEGY.
EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
An innovative marketing services agency founded in Atlanta, Georgia in 2003 by two veterans of the Cola
Wars. After many years of promoting the #1 beverage brands in the world, they left to achieve equal
success in creating sales and marketing excitement in the Non-Carbonated world also for clients as diverse
and challenging as …
We’re proud that they chose The XKO Group for consistently meeting & surpassing their needs for:
- Innovative & Strategic Concept Development
- Flawless Program Execution
- Professional Project Management
4
Gary Zych, President
Led the national and global consumer promotion departments for The Coca-Cola Company for eighteen
years, successfully developing, planning and executing multi-million sponsorship activation of proprietary
and 3rd party properties such as …
…for customers and clients including …
Gary successfully created and led the Worldwide Promotional Consultancy in 190+ countries for The
Coca-Cola Company, and is also a winner of The Promotional Marketing Association’s prestigious
“REGGIE” Promotion Of The Year Award for excellence in Sales, Creativity and Execution.
PROJECT MANAGEMENT
CREATIVE DEVELOPMENT & EXECUTION
ONLINE MARKETING (B-to-C and B-to-B)
BEST-PRACTICE BENCHMARKING
SALES MATERIAL & TRAINING DEVELOPMENT
NEW BUSINESS DEVELOPMENT
PROMOTION DEVELOPMENT & EXECUTION
TRADE AND EMPLOYEE INCENTIVE PROGRAMS
PARTNERSHIP DEVELOPMENT & MANAGEMENT
EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
IT ALL STARTS WITH THE STRATEGY …
You develop it or we will, based on your business objectives
THEN WE BRING THE STRATEGY TO LIFE IN YOUR MARKETS BY
ACTIVATING IT WITH …
• A Bold Creative Concept
• Breakthrough Consumer Communication Elements
– In-Outlet
– Offline / Online
• Effective Cross-Functional Project Management
• Fully-Integrated Execution Across:
– B2B, Consumer, Employee, Trade
• Complete Follow-Up And Post-Evaluation
W h a t D o e s
“ ” M e a n ?
W E D O I T A L L :
R e l i a b l y
• Everything arrives when it is supposed to arrive
• Everything works how it is supposed to work
• Everyone does what they are supposed to do
E f f i c i e n t l y
• We do it right. The first time.
F l a w l e s s l y
• On-Time, On-Strategy, On-Budget
W h a t D o e s
“ ” M e a n ?
H o w W e D o I t :
EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
HOW WE’VE SUCCEEDED…… BY THE SUCCESSFUL EXECUTION OF CONSUMER, TRADE AND EMPLOYEE
STRATEGIES FOR ALL OF THESE BRANDS AND CUSTOMERS … AND MORE!
SOURCED INNOVATIVE
NEW TECHNOLOGY FOR
CCNA 2000-01
“PRIZE CAN”
Promotions DirectorTM
1st INTEGRATED
BOTTLE / FOUNTAIN
NATIONAL
PROMOTION:
MAJOR VOLUME-
BUILDER &
CREATED 1st
SYSTEMWIDE
PROMOTIONAL
CONSULTING RESOURCE
Ist SYSTEMWIDE,
STANDARDIZED
PROMOTION
DEVELOPMENT
PROCESS
1st PROMOTION DEVELOPMENT
E-LEARNING TOOL
NATIONAL PMAA
REGGIE WINNER !
For Coca-Cola & Others Over The Years ...
WHAT WE’VE INNOVATED
HOW WE DO IT
MARKETING OBJECTIVE
GENERATE PROFITABLE, RECURRING INCREMENTAL
SALES VOLUME
INCREASE
AMOUNTGENERATE
RECONSIDERATION
GENERATE
TRIALINCREASE
TRANSACTIONSINCREASE
INCIDENCEDIFFERENT, SPECIAL, BETTER
PRICE OFFERS CHANCE CONTINUITY TIE-IN PACKAGING REBATES SAMPLING SPONSORSHIPS PREMIUMSSPECIAL
EEVENTS
AWARENESS ASSOCIATION AVAILABILITY AFFORDABILITYACCEPTABILITY
PROMOTIONAL TACTICS
MARKETING BARRIERS
MARKETING STRATEGIES
B Y E F F E C T I V E LY A L I G N I N G
O B J E C T I V E T O S T R A T E G Y T O T A C T I C
ENHANCE BRAND EQUITY
THE PROJECT:
THE RESULTS:
• ALL VOLUME & BRAND OBJECTIVES
MET OR EXCEEDED
• FLAWLESS NATIONAL EXECUTION
CASE STUDY: P r o j e c t Ma n a g e m e n t
Coca-Cola NA / Diet Coke Brand Team
CLIENT OBJECTIVES:
• Drive awareness and provide sustaining
support for diet Coke with Lemon
• Maximize incremental volume growth
potential and display activity by leveraging
the lighter personality of diet Coke with Lemon
ASSIGNMENT:LEAD CROSS-FUNCTIONAL PROJECT
MANAGEMENT OF ALL ELEMENTS OF
NATIONAL CONSUMER MARKETING
PROGRAM DEVELOPMENT:
• 20 City Comedy Tour
• 3rd Party Integration / The IMPROV Chain
• AOL Online Sweeps
• Packaging / POS Design
• In-Pack & On-Pack Premiums
• NBC Network TV Special
CLIENT:
CASE STUDY: We b s i t e D e s i g n & M a n a g e m e n t
CLIENT:
THE COCA-COLA COMPANY /
GLOBAL 7-ELEVEN BUSINESS TEAM
CLIENT OBJECTIVES:BUILD A 19 COUNTRY COMMUNITY
NETWORK TO:
– Connect Coca-Cola People Working On The 7-Eleven Business
– Accelerate Local Business Performance
– Increase Local Knowledge Transfer
ASSIGNMENT:DESIGN, DEVELOP & SUPPORT
CUSTOM “BEST-PRACTICE SHARING”
WEBSITE
THE SOLUTION:
“THE ACCELERATOR” THE COCA-COLA 7- ELEVEN
Best Practice Sharing Website
2004 -2008
THE PROJECT:
THE RESULTS:
• ALL ELEMENTS PRODUCED
AND DELIVERED ON-TIME AND
ON-BUDGET
• ALL SALES OBJECTIVES MET
OR EXCEEDED
CASE STUDY: P r o j e c t Ma n a g e m e n t
CLIENT:
THE COCA-COLA COMPANY /
GLOBAL 7-ELEVEN BUSINESS TEAM
CLIENT OBJECTIVES:“Increase Slurpee® Sales By Leveraging
Proprietary Coca-Cola Sponsorship Of
#1 National TV Phenomena, „AMERICAN
IDOL”, in all 3,500 USA 7-Eleven units.”
ASSIGNMENT:LEAD PROJECT MANAGEMENT OF
NATIONAL GAME-OF-CHANCE PROGRAM
BY:
• Insuring Total Integrity And National Legal Compliance Of All Critical Game Elements
• Development And Application Of Proper Risk Management Procedures
• Coordinating Timely And Error-Free Game Label Production, Affixing And Distribution With All National Cup Companies
CASE STUDY:
New Business / Product Development
CLIENT:
National Peanut Board / Atlanta
A Research, Marketing And Promotion
Organization That Represents And Is Funded
By America’s Peanut Farmers
CLIENT OBJECTIVES:Increase USA Peanut Awareness And
Consumption By Promoting The Value,
Consumer Demand And Unique Points Of
Menu Differentiation That Peanuts And
Peanut Products Offer.
ASSIGNMENT:
Foodservice Development Initiative:To Increase USA Peanut Awareness And
Consumption By Initiating Partner
Relationships With Major Restaurant
Chains To Develop Proprietary New
Menu Products Featuring Peanuts And
Peanut Products
THE RESULTS:
Menu-Development
Projects Initiated With
THE PROJECT:
THE RESULTS:
• ALL ELEMENTS PRODUCED ON-TIME
AND ON-BUDGET
• PROGRAM OBJECTIVES ACHIEVED
CASE STUDY: S a l e s I n c e n t i v e P r o g r a m s
CLIENT:
ALCAN CABLE, INC. / ATLANTA
World’s #1 Aluminum Cable Manufacturer
CLIENT OBJECTIVES:“Drive the National Alcan Sales Rep
Network to promote and sell our products
instead of copper products, while still
maintaining pricing discipline.”
ASSIGNMENT:DEVELOP NATIONAL SALES INCENTIVE
PROGRAM FOR :
• Program Concept Development
• Incentive Payout Design
• Key Graphic Design
• Support Material Design / Production
• Prize Selection / Negotiation / Fulfillment
CASE STUDY: S a l e s T r a i n i n g / D e v e l o p m e n t
CLIENT: /
ENERGY MARKETING SERVICE
Authorized Direct Sales Marketing Agent For
AT&T U-verse Fiber Optic Cable System
CLIENT OBJECTIVES:
- Expand EMS Sales Offices Nationally From
30 To 100 By 2010
- Become Exclusive National U-verse Direct
Sales Agent For AT&T
ASSIGNMENT:
- Recruit ,Train & Motivate New Sales
Associates To Achieve Client Sales
Goals
- Create New Sales Training MaterialsOBJECTIVES ON-TREND
TO ON-TIME, ON-BUDGET
ACHIEVEMENT
THE PROJECT
THE RESULTS
Do You Have A Strategy We Can
For You?
Give Us A Buzz!
Activate
1790 Sidestreet Circle Atlanta GA 30341 Ph. 404-406-4931