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Media & Entertainment

Case Study: Optimizing Marketing Spend

The COO of a major broadcasting company faced an enviable problem. Suddenly, one of the company’s new programs was a hit, with an audience that represented a new and appealing demographic segment. How could he and the CMO quickly adjust marketing spend to capture and serve this segment for the long term?

Looking for advice on a segment that was relatively unknown to the company, the executives reached out to Business Talent Group (BTG) for help. Initially, the client requested an experienced media executive who could give them the confidence they needed to move forward. As BTG discussed the situation with the CMO, however, it became clear that—though he had some terrific data—he also had unanswered questions about the segment that required more analysis.

BTG thus proposed a two-person hybrid team. The former President of Marketing at a top entertainment company had deep experience with the new demographic and could offer a quick injection of insights and connections. An expert management consultant, formerly part of McKinsey’s global media practice, could take on a structured analysis of the situation.

The team quickly created a workplan that maximized the interplay of their insights and skillsets. The executive worked mostly offsite, while the consultant worked onsite, in close coordination with the marketing organization. Thanks to an effective mix of analysis, insights, and connections, the team was able to create a compelling set of recommendations, which company execs quickly embraced and executed. A low-six-figure, two-month project resulted in rapid adjustments that captured a rare opportunity and still-growing ROI.

Case Study: Customer Loyalty Program Development

A consumer media company was rapidly losing market share to online players. Yet the management team felt it had a unique market niche and a valuable customer base. How could the company keep those customers engaged and, more importantly, loyal? Could a loyalty program like those in the airline and drugstore businesses help?

BTG connected the company with a marketing executive who had spent her career crafting loyalty programs across the travel, hospitality, and consumer services industries. She worked alongside the head of marketing and a number of cross-functional teams, spearheading analyses and anticipating potential systems and operational challenges.

From the program’s initial development to its implementation and post-launch management, she offered quick analysis and valuable insights. The program launched on time and on budget and has subsequently been credited with helping to reverse the company’s unstable financial trajectory.

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