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Case Study 1
Industry: Travel and Leisure
Challenge: Leveraging Existing Co-Op Dollars for Growth
- Improve existing Co-Op marketing program
- Manage data related to program costs and impact
- Protect the company's brand in sales and marketing materials
- Maximize travel agency sales and company profits
Analysis
JKG recognized that a challenge involving sales, marketing, training and accounting requires an integrated approach to information-gathering. JKG Group assessed possible solutions that could be brought to bear on this new challenge and developed an extensive list of questions that needed to be answered by the customer before we could complete our analysis and submit our recommendations. These questions were answered through a detailed exploration process, which was completed in the course of several appointments with the client and ensured that we completely understood all of the complexities of the challenge.
Solution
JKG Group proposed an online, customizable collateral and fulfillment website to meet the client's needs. This proprietary solution provided a library of marketing-approved, pre-formatted content and images for customization by the sales staff, internal sales and marketing team, and travel agencies - thus ensuring that sales and marketing collateral would be brand-compliant and contain correct information. The system also enabled the company to track orders by specific users and accounts.
Execution
After the system had been in place for less then six months, it was processing nearly 700 orders per month. To assist the client in monitoring the overall success of the program on an ongoing basis, the solution incorporated a wide array of reporting tools that - among other functions - provide an accurate feedback loop to manage reorder quantities, usage based on account volume, most desirable materials and most active sales representatives. The system is continually refined to meet the client's growing needs.
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