Dorsey & Company can re-engineer marketing programs to deliver outstanding results without additional program expense.

For a small savings and loan, Dorsey & Company reviewed a home-equity line-of-credit marketing plan that had already spent two-thirds of available budget with dismal results. Dorsey & Company recommendations for reallocation of the remaining one-third of the budget resulted in sales that exceeded those originally projected for the entire marketing plan.

A tactical review can provide an unbiased opinion on sales promotions.

Dorsey & Company was asked to perform a critical review of a sales promotion shortly after it had been introduced to enhance the next application of this promotional technique.

The review of the client’s promotion immediately revealed the potential for consumer and regulatory backlash. As a result, we were able to save our client $20 million in misallocated expense and to limit the consequences of an improperly applied and designed sales promotion.

Dorsey & Company can re-engineer marketing programs to deliver outstanding results while reducing program expense.

For a leading super-regional national bank that employs one of the world's top ad agencies, Campbell-Ewald, Dorsey & Company performed a one-day review of its marketing of a single product. That day we made recommendations that immediately saved them $1 million dollars, and helped them to improve sales the following year.

Dorsey & Company helped a utility resist customer erosion after a competitor undercut its price by 30%.

Instead of assuming that price was the only possible differentiation, through analysis we uncovered another basis for differentiation that influenced residential and small commercial customers.

We recommended repositioning all marketing communication away from any mention of price, instead focusing only on the retention of the most financially desirable customers, forcing the competitor into a position of defending against inherent weaknesses.

Our recommendation allowed our client to achieve a 20% save rate, a 75% reduction in customer losses and a 25% customer win-back rate. As a result, the competitor’s sales fell below break-even requirements, forcing it to abandonment the market.

Segmentation is an issue faced by every company. To be useful, market segments must be actionable.

Dorsey & Company helped a Baby Bell operating company segment the vast small business market to more effectively reach its objectives.

We made a full analysis of the market including key drivers, nature of demand potential and channel/service delivery preferences - enabling us to develop a set of more meaningful market segments. We also helped the client operationalize the segmentation by developing Automatic Interaction Detectors. The accuracy of the detectors in correctly placing the customers was 90% of that achieved by the rigorous market research used to discover the segments initially.

Applying the segmentation to its outbound telemarketing channel, the most important channel in their marketing mix, this client improved line sales by 50%.

A tactical and strategic review ensures that resources are aligned with objectives.

Dorsey & Company helped a national financial service firm more appropriately quantify the size and potential of a new market. Seeing the limits of the new market, the company realigned its sales efforts, thus enabling the firm to continue to focus resources on stronger markets.

Through our tactical analysis, we recommended a number of changes in the approach to this market. Thus, the company was able to allocate fewer resources but still reach out to a new market—all without taking resources away from the established profitable market.

Dorsey & Company can re-engineer marketing programs to deliver outstanding results without additional program expense.

Dorsey & Company developed recommendations and guided the implementation of refinements to an existing internal sales lead and employee incentive program for a leading telephone company such that sales increased over two years from $12 million annually to $90 million annually.