Advertising Process Improvement
Opportunities:
Many retail and wholesale companies had archaic ways in which advertising and marketing communications
were planned and managed, which resulted in losing their competitive advantage. (In this case, a client company based in
Cheshire, CT.)
Challenges: People were resistant to change.
Advertising teams
were working
at too frantic a pace, or were intimidated by adopting the idea of better ways
in which to work. Managers and staff were protecting their own "turf".
Solutions: Directed the development of improved tools and methodologies for planning and disseminating
accurate advertising plans. Software tools were developed, supported by process improvement consulting.
PowerPoint presentations were created. Merchandising and advertising teams were re-educated.
Results: Many
opportunities were discovered and implemented, including better ways in which to plan and
communicate. The cost of ad circular printing was reduced. Some
under performing ad team
members were dismissed or reassigned with no impact on
productivity. The management and maintenance of the ad production system
were improved.
Savings benefits were estimated in the hundreds of thousands of dollars!
