The client is a hearing aid acoustics company that is represented in more than 90 countries and is one of the world's largest suppliers. As Chief Marketing Officer (CMO), the interim manager took over the realignment of omni-channel management in the German national subsidiary. The company develops all marketing and sales activities for more than 570 stores centrally.
Declining sales due to wear-and-tear effects in marketing
One of the main challenges was the stagnating and in some cases declining sales due to wear-and-tear effects. These were caused by recurring similar marketing promotions. The situation was exacerbated by the dismissal of two marketing team leaders. The managers had left the company within four weeks of the interim manager taking over. Further dismissals were feared and should be avoided.
Action plan drawn up for marketing and sales activities
In order to strengthen the operational and strategic marketing and sales activities, the interim manager first carried out a comprehensive analysis. His inventory resulted in several measures:
- Renewal of omni-channel campaigns (on/offline) for new and existing customers
- Campaign for a new product launch
- Integration of a new lead agency
- Restructuring of the marketing departments
In addition, the interim manager was able to hire new employees, stabilize and realign the entire marketing team.
Repositioning of the brand successfully implemented
One of the interim manager's special tasks was the repositioning of the brand. The core question of the positioning task was: how can a hearing prosthesis be developed into a lifestyle product.
The interim manager worked with the team and external service providers to develop a comprehensive 360-degree package of measures. This included a new TV commercial including a testimonial, POS packages, print and poster campaigns, direct mailings (10 million/month), customer loyalty activities, website relaunch including search engine optimization (SEO) and search engine marketing (SEA), further development of social media activities, PR and events.
