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 expenses and to limit the consequences of an improperly applied and designed sales promotion.
Segmentation is an issue faced by every company. To be useful, market segments must be actionable.
Dorsey & Company helped a leading telephone 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 incorrectly 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%.
Targeted Rollout Approach Boosts Subscribers and Brand Trust
A nonprofit high-speed internet service provider brought on Dorsey & Company to provide strategic guidance toward its aims to efficiently expand coverage and increase market penetration.
The client needed a structured, strategic rollout of internet services while ensuring maximum impact in critical market segments. The organization also sought to enhance its brand reputation, create a unifying messaging, and increase subscriber growth.
Our approach involved a cell tower-by-cell tower rollout, ensuring a controlled and systematic expansion into key regions. The rollout plan focused on high-value geographic areas and segments with the strongest demand for internet services to maximize return on investment.
By implementing a targeted and strategic rollout, focusing on high-value markets, and maintaining a unified company message, the client successfully met digital skills training goals, expanded its reach and increased its subscriber base.