Tara Group
The challenge
To develop a B2C sales and marketing channel for a traditional B2B business
The approach
I worked with the management team and nominated agencies to develop a B2C ecommerce strategy and a new sales and marketing channel while still growing the B2B business
The outcome
- Successfully launched a fully integrated trade and retail ecommerce platform
- Achieved 200% increase in direct-to-consumer sales
- The social media strategy was a significant contributor to this achievement
- Remodelled website won ‘Special Kudos’ at the CSS Design Awards
Market
Interiors
Retail
Wholesale
Services
Marketing and ecommerce strategy
Brand development
Content creation
Marketing communications
Web design and development
Social media campaign strategy
Marketing mentor
Team leader
Veritas
The challenge
To maintain brand relevance in a changing market
The approach
- Commissioned market research and identified new market segments
- Targeted customers in this new market segment
- Developed a marketing strategy to reposition the company
- Recruited new marketing resource
The outcome
- Strategy presented and agreed by the Board
- Sales and Marketing Director now onboard
- Implementing the marketing strategy
- Online sales exceeding forecast
Market
Publishing
B2C retail
B2B wholesale
Education
Services
Problem solving
Qualitative and quantitative research
Marketing strategy
Marketing planning
Digital marketing
Brand management
Agency liaison
Barry’s Tea
The challenge
How to position a line extension for a well-established brand in a new market segment
The approach
- Worked closely with the Marketing Director and the brand team
- Re-examined the consumer research and brand strategy
- Revisited the market segmentation and target customer profiles
- Re-prioritised the customer profiles
- Worked with the design & content agency to develop new packaging creatives
The outcome
- Barry’s Green Tea sub branding and packaging re design launched successfully
- Won additional shelf space back in all major retail multiples
- Strong sales and trade sell through
- Soon after Barry’s Tea launched fruit & herbal teas using the same design approach
Market
Beverages
Services
Problem solving
Marketing management
Market reorientation
Market repositioning
Packaging redesign
Design agency collaboration
Content creation
Heineken
The challenge
To grow the cider category
The approach
- Researched the lager and cider drinkers
- Ran a cider story telling workshop in Amsterdam with the Global Cider Marketing team
- Focused on how to integrate the art of storytelling into their marketing process
- Constructed engaging stories around cider which would connect with their customers in a deeper and more involving way.
The outcome
- Story telling has become a significant part of the Heineken brand strategy and communications
- The general cider category is growing as negative barriers are being overcome
- The storytelling approach has been adopted by other Heineken brand teams
Market
Drinks
Services
Problem solving
Strategic thinking
Strategic planning
Process improvement
Content creation
Team leader
Team facilitator
Workshop delivery
Strategic thinking
Strategic planning
Process improvement
Content creation
Team leader
Team facilitator
Workshop delivery
Mascontour
The challenge
To develop an integrated sustainable tourism marketing programme to support economic development in the rural area of Karakalpakstan in Uzbekistan
The approach
- Collaborated with the European team
- Performed a rapid gap and needs analysis
- Conducted qualitative research – one to one meetings with the craft makers
- Identified training needs and areas of growth and opportunity in the marketing of Karakalpakstan crafts to international visitors in this underdeveloped yet culturally rich region
The outcome
- Delivered a marketing strategy and playbook for the Uzbek Government
- Developed a social media strategy to dovetail into the national tourism strategy
- Worked with the onsite marketing team to develop and design their first ever craft brochure
- Directed the photography and video making agency to produce a brochure and social media content
- Developed a marketing training workshop
Market
Tourism
Services
Market research
Market strategy
Teamwork
Agency liaison
Workshop development
Brochures
Europcar
The challenge
To differentiate the Europcar brand in a homogeneous, transactional and price led market
The approach
- Developed a strong customer led strategy focused on visitors to Ireland as well as domestic tourists
- In branch refresh of signage featuring ‘under the radar’ places to visit
- Collaborated with Failte Ireland and developed a joint venture targeting international visitors to Ireland with the theme of ‘getting off the beaten track’
- Designed tactical communications for all relevant digital channels
- CRM platform prioritised for a series of highly targeted email campaigns
The outcome
- Strong customer engagement, increased online bookings and higher levels of customer satisfaction
- Contributed to a significant increase in the NPS score – a major KPI within the Europcar Mobility Group
Market
Mobility, Tourism, Automotive
Services
Marketing strategy
Market research
Marketing management
Radio and print advertising
Radio campaigns
Agency liaison
Email marketing campaigns
Consumer incentives/rewards
Event management
PR and sponsorship
Signage
Market research
Marketing management
Radio and print advertising
Radio campaigns
Agency liaison
Email marketing campaigns
Consumer incentives/rewards
Event management
PR and sponsorship
Signage
GET IN TOUCH
T +353 (0)87 604 6646
E hello@pennyoneillmarketing.com
Linkedin
www.linkedin.com/in/pennyoneillmarketing
Tara Group
The challenge
To develop a B2C sales and marketing channel for a traditional B2B business
The approach
I worked with the management team and nominated agencies to develop a B2C ecommerce strategy and a new sales and marketing channel while still growing the B2B business
The outcome
- Successfully launched a fully integrated trade and retail ecommerce platform
- Achieved 200% increase in direct-to-consumer sales
- The social media strategy was a significant contributor to this achievement
- Remodelled website won ‘Special Kudos’ at the CSS Design Awards
Market
Interiors
Retail
Wholesale
Services
Marketing and ecommerce strategy
Brand development
Content creation
Marketing communications
Web design and development
Social media campaign strategy
Marketing mentor
Team leader
Veritas
The challenge
To maintain relevance in a changing market
The approach
- Commissioned market research and identified new market segments
- Targeted customers in this new market segment
- Developed a marketing strategy to reposition the company
- Recruited new marketing resource
The outcome
- Strategy presented and agreed by the Board
- Sales and Marketing Director now onboard
- Implementing the marketing strategy
- Online sales exceeding forecast
Market
Publishing, Books, Gifts, Education
Services
Problem solving
Qualitative and quantitative research
Marketing strategy
Marketing planning
Digital marketing
Brand management
Agency liaison
Barry’s Tea
The challenge
How to position a line extension for a well-established brand in a new market segment
The approach
- Worked closely with the Marketing Director and the brand team
- Re-examined the consumer research and brand strategy
- Revisited the market segmentation and target customer profiles
- Re-prioritised the customer profiles
- Worked with the design & content agency to develop new packaging creatives
The outcome
- Barry’s Green Tea sub branding and packaging re design launched successfully
- Won additional shelf space back in all major retail multiples
- Strong sales and trade sell through
- Soon after Barry’s Tea launched fruit & herbal teas using the same design approach
Market
Beverages
Services
Problem solving
Marketing management
Market reorientation
Market repositioning
Packaging redesign
Design agency collaboration
Content creation
Heineken
The challenge
To grow the cider category
The approach
- Researched the lager and cider drinkers
- Ran a cider story telling workshop in Amsterdam with the Global Cider Marketing team
- Focused on how to integrate the art of storytelling into their marketing process
- Constructed engaging stories around cider which would connect with their customers in a deeper and more involving way.
The outcome
- Story telling has become a significant part of the Heineken brand strategy and communications
- The general cider category is growing as negative barriers are being overcome
- The storytelling approach has been adopted by other Heineken brand teams
Market
Drinks
Services
Problem solving
Strategic thinking
Strategic planning
Process improvement
Content creation
Team leader
Team facilitator
Workshop delivery
Strategic thinking
Strategic planning
Process improvement
Content creation
Team leader
Team facilitator
Workshop delivery
Mascontour
The challenge
To develop an integrated sustainable tourism marketing programme to support economic development in the rural area of Karakalpakstan in Uzbekistan
The approach
- Collaborated with the European team
- Performed a rapid gap and needs analysis
- Conducted qualitative research – one to one meetings with the craft makers
- Identified training needs and areas of growth and opportunity in the marketing of Karakalpakstan crafts to international visitors in this underdeveloped yet culturally rich region
The outcome
- Delivered a marketing strategy and playbook for the Uzbek Government
- Developed a social media strategy to dovetail into the national tourism strategy
- Worked with the onsite marketing team to develop and design their first ever craft brochure
- Directed the photography and video making agency to produce a brochure and social media content
- Developed a marketing training workshop
Market
Tourism
Services
Market research
Market strategy
Teamwork
Agency liaison
Workshop development
Brochures
Europcar
The challenge
To differentiate the Europcar brand in a homogeneous, transactional and price led market
The approach
- Developed a strong customer led strategy focused on visitors to Ireland as well as domestic tourists
- In branch refresh of signage featuring ‘under the radar’ places to visit
- Collaborated with Failte Ireland and developed a joint venture targeting international visitors to Ireland with the theme of ‘getting off the beaten track’
- Designed tactical communications for all relevant digital channels
- CRM platform prioritised for a series of highly targeted email campaigns
The outcome
- Strong customer engagement, increased online bookings and higher levels of customer satisfaction
- Contributed to a significant increase in the NPS score – a major KPI within the Europcar Mobility Group
Market
Mobility, Tourism, Automotive
Services
Marketing strategy
Market research
Marketing management
Radio and print advertising
Radio campaigns
Agency liaison
Email marketing campaigns
Consumer incentives/rewards
Event management
PR and sponsorship
Signage
Market research
Marketing management
Radio and print advertising
Radio campaigns
Agency liaison
Email marketing campaigns
Consumer incentives/rewards
Event management
PR and sponsorship
Signage
GET IN TOUCH
T +353 (0)87 604 6646
E hello@pennyoneillmarketing.com
Linkedin
www.linkedin.com/in/pennyoneillmarketing