1. www.abaconsulting.com
(972)774-9960
Our Experience Who We Are
Industries • Full service marketing consultancy established in 1995 with a singular
Automotive
Communications
focus on driving profitable revenue growth for our clients through sound
Consumer Goods planning and disciplined implementation
Consumer Durables
Entertainment • Developed more than 80 growth strategies and marketing plans for
Financial Services
Government/Defense clients in a wide range of industries.
Healthcare
High-Technology • Agency search and relationship management heritage dating back to the
Hospitality first ever consultant-led search in 1974
Industrial Goods
Metals/Basic Materials • Headquartered in Dallas, TX
Non-Profits
Pharmaceuticals
Retail
Transportation
Selected Clients What We Do
7-Eleven
America West Airlines Marketing Strategy Agency Relationships
American Red Cross
Ashland
Behringer Harvard • Strategic planning • Relationship assessment
Coca-Cola Foods
ConAgra/ GoodMark Foods • Business expansion • Agency search
Deloitte Consulting
Disc Replacement Tech. • Marketing audit • Consolidation
Dunkin’ Donuts
EDS
Emrys Technology
• Market research • Compensation negotiation
EZ Livin
Family Company of Japan • Customer satisfaction • Agency monitoring
Firehouse Subs
First Data/ Western Union • Implementation support
Fluor Corporation
General Motors
GlaxoSmithKline
Golden Corral Proven Results
GTE “Having worked with many
Heinz We are solely committed to achieving consultants over the years, ABA
Integrity Music sustainable, measurable results for
Kia Motors America stands apart in delivering true
Lennox International our clients. added value and actionable
Lockheed Martin recommendations…”
MCI When providing strategic marketing support
Mead Johnson Chief Executive Officer
Midway Airlines for our clients, we quantify identified growth
Lennox International
MS Society opportunities and develop actionable
Nomaco
Nationwide programs to help turn these prospects into
Pella Corporation results.
Pfizer
RBC Centura Bank When helping our clients manage their “You have literally contributed
R. H. Donnelley/ Dex Media
Ryerson agency relationships, we strive for, and millions of dollars to our bottom
Schering-Plough typically achieve, yearly recurring cost savings line over the years, and the
Seagram return on our investment in ABA
Service Experts that exceed our fees by at least 300 percent.
Snap-on Tools has to be at least four or five
Town of Addison Our commitment to results continues to be hundred percent…”
Transitions Optical
Unisys Corporation recognized by our clients, who have rewarded Marketing Officer
United Auto Group us with relationships that date back to 1995. Nationwide Insurance
Wallcovering Council
Westgate Fabrics
The Westye Group S.C.
ZuZu Restaurants ABA Consulting – Leaders in Generating Profitable Revenue Growth

2. Marketing Strategy
What We Do How We Do It
Strategic planning We have a series of proprietary tools that help us identify our clients’
Develop plans to achieve potential and plan for long term success.
profitable revenue growth;
which include a situation 14 Point Marketing Assessment
analysis, realistic growth We ask our clients to consider fourteen fundamental
objectives, and actionable marketing questions to determine their greatest needs
programs to achieve the 1. Is the business growing profitably?
objectives.
2. Is customer satisfaction consistently measured?
3. Do employees know who the most profitable customers are?
Business expansion 4. Do employees know the share of wallet for each customer?
Use our strategic planning
5. Have customer needs been studied and documented?
frameworks to provide
6. Are losses and customer defections measured and studied?
recommendations for
7. Is there a clear pricing strategy that is followed by everyone?
organic growth as well as
brand extensions, product 8. Are specific customers or markets systematically targeted?
extensions, geographic 9. Is there a documented company strategy that is understood by everyone?
expansion, and new 10. Do sales managers spend most of their time planning and coaching?
product introductions. 11. Do the sales force and marketing work together as a team?
12. Are employees regularly assessed for their effectiveness?
Marketing audit 13. Is the company utilizing all viable distribution channels?
Conduct a thorough 14. Is channel partner performance measured and actively managed?
review of Marketing &
Communications (M&C)
resources and processes, Strategic Hierarchy Model
and provide actionable Our models ensure a consistent approach
recommendations to
upgrade M&C capabilities. Corporate Strategy Marketing Strategy Communications Strategy
What products, services, and How should the company generate What marketing communications
Market research brands should the company profitable revenue on the products tools should the company use
Design, plan, execute provide in the marketplace? and services it markets? to reach target markets?
(with a third party
research specialist) and
analyze research to guide
sound decision making. Marketing Planning Model
Customer satisfaction
Plan, design and Everything we do is
Actionable based upon exhaustive,
implement customer Marketing objective analysis of facts
satisfaction tracking and Strategies
and provides actionable
improvement programs. recommendations for our
Realistic Marketing & clients; supported by
Financial Objectives realistic cost and revenue
Implementation support projections….
Provide tactical Marketing Marketing Analysis of Revenue
Opportunities and Marketing
& Communications Problems
support on an interim or
Exhaustive review of all relevant
project basis to support internal and external factors Critical review of all company
• Industry • Product & pricing Market assets that can be leveraged to
program implementation • Company • Distribution Situation Assessment of Brand support marketing initiatives
or provide key expertise. • Competitors • Marketing Analysis Assets
• Customers • External

3. Agency Relationship Management
What We Do How We Do It
Relationship • Our experience dates back the first ever consultant-led agency search in
assessment 1974. We rely on proven methodologies that have been continually
Objectively benchmark refined over the past thirty years.
and assess all relevant
aspects of current agency • We are intimately familiar with agency cost structures and required
relationships; including staffing levels, which allows us to benchmark and develop compensation
resources, processes, structures that are competitive for the client and equitable for the agency.
compensation
and agreements.
Agency search Agency Search Methodology
Identify and select
the best possible agency We follow a disciplined process that is adaptable to any client situation
for the client, and
facilitate the retaining
process. Objective and Initial Credentials
- Agency of record Evaluative Criteria Screening Meetings
- Multi-cultural agency
- Media agency
- Yellow-Pages agency
- Co-Op / Field Marketing
agency
- Interactive Finalist Compensation Agency
- Promotions Orientation Agreement Selection
- Other specialty agency
Consolidation
Explore opportunities to
reduce the number of
agency relationships by
combining multiple
Proprietary Agency Databases
services within a single Our proprietary agency databases provide us tremendous
agency or agency network. insight into agency capabilities, strengths and weaknesses.
Compensation
negotiation – Agency focus
Negotiate a competitive – Capabilities and Experience
fee-based structure that
saves the client money – Agency principals
while allowing agencies a
– Ownership structure
reasonable return for their
efforts. – Location
– Size ($ and headcount)
Agency monitoring
Review agency – Recent account wins & losses
relationships on a regular – Compensation and fee
schedule to ensure the
relationship is as
structure
productive and effective – Agency reputation and
as possible, and the recognition
compensation scheme is
equitable and fair. – ABA experience with agency

4. Market Research Experience
and Qualifications
Our History
• Our company has its roots in market research. We were formed in 1995 through the
acquisition of the M/A/R/C Consulting Group, which was part of M/A/R/C Research.
• Seasoned leadership team with extensive market research experience.
• Virtually every one of our strategic marketing assignments includes a significant research
effort. We believe our recommendations should be based on direct input from the market
or customers at various levels/channels (distributors, retailers, end-consumers, etc.).
Our Market Research Services
• We leverage existing or new primary research to create actionable marketing programs that
motivate a response and generate profitable revenue growth.
• We design, plan, execute (with a third party research specialist) and analyze market
research; specializing in:
– Marketing modeling – Customer satisfaction programs
– Segmentation – Multivariate analysis
• Benefit – Panel/Scanner data analysis
• Attitude – Qualitative (groups and depth interviews)
• Usage – Hispanic research (US and Latin America)
• Demographic – Particular strength in advertising research
• Psychographic and large tracking studies
Recent Client Engagements
• Our commitment to our clients is an unbiased analysis of the research results, and translating
these results into actionable marketing recommendations.
• The following table summarizes some of our research efforts completed for selected clients
over the last 12 months.
Westye
Service Experts American Red Cross* Lennox Industries
Sub-Zero/Wolf
• Understand customers’ • Understand customer • Understand buying • Understand retailer
Objectives
Research
buying behavior and perceptions about Red behavior and primary behavior and drivers
primary drivers Cross and other charities drivers • Understand retailer
• Test proposed unique • Identify and understand • Understand customer perceptions about
selling proposition psychographic segments perceptions about Lennox different appliance
(pledge to the customer), • Evaluate positioning and other brands brands
logos, uniforms, and statements and new • Understand how customers • Understand how
spokesperson branding campaigns tier the market retailers tier the market
Research
• Four waves with over • Multiple quantitative • 350 survey participants • 50 survey participants
Scope
10,000 survey surveys and segmentation (Distributors, Contractors, (Retailers)
participants across U.S. studies with over 10,000 Customers & Engineers) • 15 qualitative
and Canada survey participants interviews
• 7 workshops with 150 total
participants
* We also reviewed 15 years of prior research data for the Red Cross to determine key results and learnings