Rethink Marketing

Approach

 

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.

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