Plastic Suppliers Intro Data

1.  Problem
 Slight decrease in sales
 Significant consolidation in industry
 Product 7-8x more expensive
 Little brand awareness-no prior marketing or budget
 Need to align business and marketing strategies and size the markets
 Analyze, evaluate and reallocate investments to most profitable, growth market
segments
 Web site is information clearinghouse-non revenue generating, non-converting
 No lead flow lifecycle management practices
 Strategy
 Conduct feasibility study for integrating ERP, CRM and proprietary content
management systems
 Ensure CRM, marketing automation, lead management-CRM, and ERP systems
are integrated and positioned for growth
 Develop brand differentiation strategy (USP) for product messaging and value
proposition continuity
 Develop assets to support value proposition

2.  Solutions
 Launching new web site integrated with Magento, Macola Synergy and Marketo
 Conducted primary and secondary research to identify customer perceptions
industry trends, demands and differentiation strategies
 Executed value proposition, brand and product messaging used product and
market segment marketing
 Developed performa’s to support fund reallocation to demand generation by
segmentation, direct marketing, asset development and sales organization
growth
 Developed assets to support value proposition and demonstrate cost benefit and
performance value (10:1)
 Implemented performance guarantee
 Developing 5 market segment marketing and social media plans
 Developing user groups for prospect/lead conversion

3.  Solution Examples
 Launching new web site. Site under construction.
 Executed value proposition, brand and product messaging used product and
market segment marketing
 Developed assets to support value proposition and demonstrate performance
(10:1). See CVAs and video demos
 Implemented performance guarantee
 Development of 5 market segment marketing and social media plans
 Development of user group communities for prospect/lead conversion
 Determined key words phrases for ranking and bidding (SEO and paid)
 Identified budget and ROI
 Developed integrated marketing automation and lead flow management practice

4. Website Revamp & Sizing of the Market
Site Feasibility and Needs Analysis
• Prioritized and Ranked Objectives- Determined eCommerce Objectives
• Identified Data Requirements- Desired vs. Required Content & Elements
• ERP/CRM/Marketing/Content Integration
• Frequency of Updates
• Key Words Phrases for Ranking and Bidding (discovery,)
• Success Criteria Weights
• Reviewed Competitive Sites
• Identified Budget
@pvolio

5. Organic vs. Paid $1200 per mo. budget
• Non converting Google Adwords PPC (keywords that didn’t convert with
>=100 clicks)
• Under performance of PPC
• Keyword Discovery- organic rankings
• Helps target keywords that convert across both PPC & SEO.
• Social Media Performance Report-social media sites the refer most traffic
• Organic vs. pPaid-Isolates any keyword or keyword bucket to determine
which medium is responsible for the most traffic.
• Top Converting, Higher Traffic Keywords Report
@pvolio
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6. TPC Organic vs. Paid $1200 per mo. budget
• Non converting Google Adwords PPC (keywords that didn’t convert with
>=100 clicks)
• Under performance of PPC
• Keyword Discovery- organic rankings
• Helps target keywords that convert across both PPC & SEO.
• Social Media Performance Report-social media sites the refer most traffic
• Organic vs. Paid-Isolates any keyword or keyword bucket to determine
which medium is responsible for the most traffic.
• Top Converting, Higher Traffic Keywords Report
@pvolio
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7. Lead Lifecycle Management
• Market Segment Analysis
• IIR- One Lead Source
Goal 2:1 (min. ROI)
• No lead to close tracking via
CRM
• New Multi-Channel Lead
Sources
Goal 5-10:1
@pvolio
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8. Lead Lifecycle Management & Budget
• Closed Loop Lead Management Tracking
• Budget
@pvolio
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9. Problem
 Launching two products at one time in highly competitive, fast growing and
leveraged market
 Needed to demonstrate sales and ROI to investors to expand product line
 Limited budget- Size and prioritize investment markets for marketing
investments, ROI and distribution
 Competitors outspending EyeScience 1000:1. Needed to position EyeScience as
leader in ocular nutrition on limited budget
 Needed retail distribution for reach and exposure
 No unique product positioning and messaging (ocular nutritional supplements)
 Needed justifiable product marketing plan and budget
 Generate revenue from all four channel in short timeframe

10. Strategy
 Utilize the AREDs Study to support formulation
 Distribute (B2B & B2C) Support CVS distribution, pricing, shipping and
marketing partnership
 Position EyeScience as thought leader and source point for answers to ocular
supplemental therapy
 Determine size of the market, geography for marketing investments
 Redesign packaging to respond to customer inquiries and needs
 Revamp website content to better educate customers and care givers, support
sales cycles, an support learning center
 Develop and execute an scalable, repeatable marketing formula to anticipate
investement and ROI by geography and demography
 Use marketing assets to educate, inform and motivate trial
 Implement a money back guarantee

11. Solution Examples
 Published and marketed AREDs based book with television coverage
 Distributed both products via direct-to-consumer, online, direct to physician and
OTC
 Completed investment analysis and projections of all US DMAs to determine top
markets with greatest penetration of 55+ female and 65+ male/female
 Developed and execute an scalable, repeatable marketing formula to ensure
proportionate investment for ROI by geography and demography
 Endorsed Dr. Samuel as well published and respected leading opthomologist as
thought leader and spokesperson
 Converted web site into into science-based source for answers to ocular
supplemental therapy via videos, testimonials, research results, and EyeLife blog
 Executed dosage tracker, money back guarantee and free 30 day trial to stimulte
trial
 Redesigned packaging to be more readable, answer frequently asked questions,
and include 1800 number for inquiries
 Revamped website with customer, care giver, physician educational content to
include science videos, statistics, formulation information, physician price profit
calculator. Improved conversion 100% with improved SEO strategy
 Generated a 3:1 return on investment

12. Solution Examples

13. Launch /Website
@pvolio
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14. Sizing & Prioritization of Markets for Distribution &
Marketing Investments
This represents states A-M only. The same
sizing and and CMS overlay data analysis
was completed for AMD product. @pvolio
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15. Problem
 A start-up launching 8 connectors (products in 6 months)
 Company still seeking investors
 Hundreds of software competitors- nChannel is cloud-based
 Few installed customers
 Significant customer backlog
 No marketing budget until 2013
 Low site traffic and conversion
 Current webinars not driving registrants
 SEO is lacking/ no paid (PPC)
 Need for demand generation and lead nurturing (over 1200 active prospects)
 Market still does not fully understand cost saving and operational value of retail
systems integration
 Subscriber pricing structure still not fully understood by prospects

16. Strategy
 Market centralized, cloud-based ability to connect and sync data from existing
systems
 Develop referral program
 Prioritize product marketing efforts based on market size and multi-channel master
system penetration
 Develop a theme (pain point) based social media SEO strategy to improve traffic and
conversion
 Convert live webinar content into shorter video series for more frequent promotion
and SEO improvement
 Develop white paper, checklists, case studies and user best practices-retail expert
content
 Develop relationships with Microsoft Dynamics, user groups reviewers and experts
 Become Microsoft ISV myERPcloud partner
 Develop ongoing prospect and reseller conversion and lead nurturing campaigns
 Create useful promotional kit content for use on reseller sites
 Market no monthly service or renewal fee subscriber benefits

17. Solution
 Educate prospects about the benefit of cloud-based solutions vs. legacy software
that will soon be obsolete via blogs, new website content and revised data sheets
 Deliver deferred payment option to current customers providing viable referrals
 Develop blog calendar to address ERP, eCommerce and POS issues regarding
expensive software, manual duplicate order, acuracy issues
 Segment prospects based on implementation projection, need and product demand
for email communications
 Unique landing pages for each campaign (tracking response, and conversion)
 Executed a series of short ERP and eCommerce videos to generate live demos
 Wrote and executed white papers, Microsoft guest articles and blogs posted on
Microsoft user group sites and ranked 1-2-3 by Google.
 Fulfilled Microsoft ISV myERPcloud partner industry and category portal with data
sheets, technical blogs, white papers and retail chain case studies
 Executed weekly prospect, reseller and prospective reseller campaigns focused on
Microsoft Dynamics POS, ERP and eCommerce (eBay, Magento and Amazon)
integration business benefits.
 Tracked and reported on Google analytics for improvements and corrections

18.  Campaign Settings  Negatives
 Geo Settings  Conversion Tracking
 Dayparting  Destination URLs
 Keywords  Tracking Strings
 Match Types  Budget
 13 Month Trends of  Historical Non-Converting
 Campaign, Ad group & Keywords
Keyword Key Performance  Organic vs Paid KW
Indicators (KPIs) Performance
KW = Keyword
Catch top 10 Google mistakes is tremendous value
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19.  Account Set Up  Ongoing: Monthly
 13-Mos Historical Data Performance Monitoring
 Google Adwords KPI trends  Determine if once updates are
 Google Analytics KPI trends made to Adwords campaign,
 PowerPoint key performance indicators
 Identifies mistakes (KPIs) are improved
 Recommendations
 Quarterly post-audit check up
consultation included in
performance monitoring &
reporting
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20.  Phone – 614-4881429 (office)
 Cell – 614-432-1429 (cell)
 Linkedin.com/pvolio
 @pvolio
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