© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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An introduction to the Firm

®

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

2

Consumers have changed and growth is elusive

To grow, a company must:

• Understand how its consumers have changed

• Engage them when & where they want you to

• Add value before, during and after the sale

• ‘The concept of an 'average American' is gone, probably forever.”

- Peter Francese, Demographics expert

• “Frugality is a coping mechanism not an aspiration; materialism is still important but it

must have meaning.” - J. Walker Smith, The Futures Company

• “Now that cost cutting has run its course, Companies are trying to figure out how to

grow revenue.” - Ad Age

• “The world is atwitter about all things social… but good social starts with a great marketing strategy”

- MichaelMcEnaney@twitter

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

3

Marketing is more complex today, exposing large Brands to more challenges and creating opportunities for smaller competitors

A Triggering event occurs …

If you have high awareness, they may ..

If not,

they

And

/or

go to

…

…and the next stop is …

… type your URL

Or call you …

Unfortunately, most companies are not preparedThey lack the consumer knowledge and the capability to leverage technology to drive growth

Regardless of the path, an opportunity for dialogue is created

Or visit a Center..

“I need tires”

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

4

We bring clarity to what is complicated…

… helping your company

jump the curve

to higher performance

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

5

Discovering the Answers to 8 Questions informs the path to clarity

Questions Strategic Guidance

1. Who are you customers? Attitudes, behaviors, needs and demographics

2. How do they make decisions? Critical decision points information needs, where they go for it and length of time to decide (informs conversion strategy)

3. Why should they chose you? Benefits that drive preference for your brand and the desired behavior from the prospect

4. Which segments are most important? Identify all; but focus on the “bulls-eye”

5. Who/Where are they in the process? Questions, asked at contact, define the segment, location and marketing channel priority (CRM, digital, social, blogs)

6. When do you engage them? Map benefit drivers by segment & decision point

7. What do you say? Align communication strategy by segment & marketing channel

8. How do you measure success? Define metrics, measure and adjust

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

6

What is your marketing challenge?

PurchaseExperience

Ow

ners

hip

Exp

erie

nce

Ret

enti

onR

efer

ral

Add value through: Information Resources Customer Service Products & services

Retention & Referrals

Conversion

Acquisition

Consumer Segments

Shopping Experience

Acquisition – Do you know what to say and how to say it to

attract customers?

Nurture to Convert– Are you prepared to engage the customer with the

right information where and when they want it?– Do you segment prospects and provide tailored

communications to drive desired behavior?

Conversion – Are you prepared to deliver the expected

experience at the point of purchase?

Lifetime Value– Do you understand what creates value during the

ownership experience and drives retention?– Do you convert customers into advocates?

The Conversion PathwayTM aligns the consumer decision process and your marketing / sales approach helping you:

• Acquire more customers;• Convert more of them more often; and • Increase lifetime value

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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The multitude of communication channels and the need for precision targeting requires identification of benefits that drive preference for…

Ret

enti

onR

efer

ral

Web / SEO / SEM Social / WOM /

Referral

Retention & Referrals

Conversion

Broad Reach

Acquisition

Consumer Segments… each segment, at each touch point & throughout the customer experience:

WHO to talk to WHAT to say WHEN to say it WHERE to say it HOW to say it

… nurturing the customer to the desired behavior

Shopping Experience

Purchase Experience

Ownership Experience

Add value through: Information Resources Customer Service Products & services

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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The Conversion Pathway is the cornerstone of a holistic approach that insures integration, measurement & continuous improvement

Broad Reach

Online Web/

Internet

Call CenterCRM

Social

LH

H

Conversion Rate

Improve Conversion

Invest More

Increase Leads

Improve or Stop

Lead

s

Channel Performance Matrix

L

Acquisition

Conversion

Retention & Loyalty

Insights & Analytics

Organizational Alignment

Metrics

PositioningMarketing

Mix & Media Channel

Creative Strategy

Segmentation

Activation

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

9

How can we help your company develop its…

Acquisition

Conversion

Retention & Loyalty

And

to higher performance

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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Jump the Curve Specialists

We are …– Experienced professionals committed to our clients success

– Focused on “real world” experience and “real” world results

Our name is based on the results we have …

– Helped clients achieve; and

– Achieved in our line management experience

We measure success by …– Your growth

We help clients identify opportunities that will help them “jump the curve”

Gro

wt

h

Time

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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Our Value Proposition

What do we Promise?

We will grow your business by identifying insights that incite your customers to convert when they are ready to do so.

We will develop a strategy and plan that fits the realities of your budget.

We will work with you to develop an implementation plan.

Why are we different?

We are practitioners first; consultants second.

We develop solutions based on facts derived from your consumers and business and our experience.

We collaborate with your Team during every phase of the project.

The people who earn the right to work on your business work on it.

We measure everything and leverage our network of resources to help you execute.

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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Focus Area Service Client Benefit

Business Strategy

Plan to Win™ A “roadmap” to jump the curve to higher performance. Series of executive workshops to define the opportunity, develop the action plans and gain commitment to transform your business.

Marketing Strategy

Conversion Path™ Acquire more customers, convert more of them more often and increase their lifetime value.

• Positioning / Value Proposition & Brand Architecture• Segmentation• Executional guidance (Creative Strategy, Plans)

Marketing Effectiveness & Efficiency

CMO Quick Start™ Alignment between CMO and Executive Team: Detailed roadmap to ensure integration of marketing role within the company. Particularly useful for companies who have not been marketing driven, but seek to become so.

AD3 Integration & Alignment™ A high performing Demand Creation organization. Assess, Define, Design and Deploy an organization capable of delivering an integrated Customer Experience.

• Marketing and Sales Competency Models

Interim Leadership

QTTM Quick Transformation On call experienced CMO able to fill an interim marketing management gap and provide transformational leadership.

Our proven approaches can help your company “jump the curve”

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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A unique combination of consulting & “line management” experience to help transform any consumer driven business

Client Experience Line Management Experience

CPG:

Services: Multi-target / multi-channel

Consumer Durables

Retail

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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Managing Partner Profile: Mike McEnaney

With 25 years of direct P&L responsibility, Mike McEnaney has demonstrated the ability to help businesses “jump the curve” by developing and executing strategies that creatively spark top and bottom line growth. He’s grown profits and improved productivity for diverse brand and business units with revenues from $250 million to $1.8 billion.  Over the past 3 years, Mike has spent more than half his time as interim CMO for Sylvan learning Centers and TLCVision. Most recently, at Sylvan, he played a leadership role in changing the Franchisee Marketing Funding model and transformed the marketing strategy to shift resources to drive more leads through an interactive and social strategy and improve conversion through a more proactive CRM / life-cycle management program. At TLC Vision Centers Mike developed and launched a Direct-to-Consumer marketing strategy and led a Team that defined the Brand’s position, created an ad campaign that drove awareness (+50%) and built the organizational capability to support CRM and internet initiatives. The result was double digit revenue and procedure growth and a strong foundation for the future.

Mike started his consulting career with the Zyman Group, where he created and led the Go-To-Market Strategy Practice. The Practice helped clients activate their Brand and Business Strategies by integrating and aligning organizational resources and building the capability to execute. He helped clients in a variety of industries - CPG, Manufacturing, For Profit Education and Software Services - transform their organizations. Throughout his career, McEnaney has held executive leadership roles in a variety of diverse industries. Prior to joining Zyman Group in 2003, he was Vice President of Marketing and Sales for OnStar, building the Brand and developing the acquisition and retention strategies that drove a tenfold increase in subscribers. Earlier in his career at General Motors, he served as Director for Oldsmobile Trucks and revolutionized in-vehicle entertainment through the introduction of LED screen/video technology, doubling sales with an innovation now standard on many of today’s vehicles.  Mike began his career in brand management at Ralston Purina holding a variety of marketing positions culminating with his role as Executive Vice President of Marketing for the Cereal Business. While at Ralston, he also had P&L responsibility for the Private Label Cereal business and Food Service Sales and gained valuable sales and planning experience with leading customers. Upon graduating from Indiana University, Mike joined Jewel Food Stores in its Retail Management Training Program, gaining extensive retail operating experience. He left Jewel to attend the Kellogg Graduate School of Management at Northwestern. Mike lives in Atlanta, with his wife and two children.

© 2010 Jump the Curve Specialists, LLC. All Rights Reserved

®

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If you have a need, we have a solution

Contact Information:

Jump the Curve Specialists165 Churchill DriveAtlanta GA 30350

Michael McEnaney || Managing Partner

Mobile: 404.547.9556Email: michael.mcenaney@jumpthecurvespecialists.comWeb: www.jumpthecurvespecialists.com