Thoughts on Value Creation Volume 2, No. 1
Adjusted Gross Sales. Total Net Sales. Cost of Sales. Gross
Profit/Margin. Marketing Expense. Selling & Distribution Expense.
General & Administrative Expense. Income from Operations. EBITDA.
Although each of these terms is immediately recognizable as the key lines of the Profit and Loss Statement, what do they have to do with integrated marketing or a concept I refer to as “Couch-to-Cash
Register © ”? … Everything.
The challenge general managers face today is to develop and execute integrated marketing plans that build your brand, recognize the wants and needs of your customers and create value for your business. In many circles, integrated marketing has been defined as identifying your key benefits message and simply communicating that message in the same way across the entire marketing mix. Seems simple enough.
The same clear message is communicated in the same way across all elements.
There are two problems with that approach. First, it does not recognize the way in which people consume media. Second, it does not permit your message to build and take on a greater meaning. I tackled these problems first hand when I was the Vice President of Marketing for
Dunkin’ Donuts.
Once we had re-positioned the business to run against the higher volume, higher margin coffee segment and ramped up our new product pipeline, it was time to consider how we should best go to market. Of course, I said, “Everything needs to be integrated.” However, the more our team worked to integrate our marketing, the less sense the concept made to us. We were in need of a different approach to telling our customers about the delicious coffee and baked goods products we were offering. And we were in need of a way to get the most out of our advertising, public relations, promotion, collateral, etc. speding.
Hence, I created the concept of “Couch-to-Cash Register © .” It is an approach to integrated marketing that is as simple as its name suggests.
Couch-to-Cash Register is a planning tool that enables marketing and sales teams to methodically map out the process of moving the consumer from their couch (or the beginning of the sales process) all the way to the point-of-sale, the cash register. Couch-to-Cash Register is a highly adaptable concept that works for any business.
In this process, specific roles are assigned to each element of the marketing mix. Advertising, collateral, public relations, trade communications, sales presentations, packaging, merchandising, web design, etc. deliver the key messages most appropriate to each medium.
All key messages are then communicated, from an overall brand story, to new product information, price or promotional news, variety or product choices. The entire process of building awareness to achieving trial and repeat purchase is achieved.
The following is an example of how we applied the Couch-to-Cash
Register concept to the in the introduction of our new bagels:
Product Proposition Introducing the new Dunkin’ Bagel … freshly baked all day and available in a dozen different varieties … no better way to start your day than with our coffee and bagels
Television Advertising (aka “The Couch”)
Build the Dunkin’ Donuts brand through humor around the new bagel offering
Outdoor Advertising Communicate that DD has new freshly baked bagels
Radio Advertising Communicate that DD has freshly baked bagels, mention the varieties, and drive the introductory trial promotion
Public Relations Communicate that DD has freshly baked bagels … freshly baked all day and available in a dozen different varieties … no better way to start your day than with our coffee and bagels
Promotion Primary – free sampling to drive trial; Secondary – Bagel &
Cream Cheese with Coffee for $1.99 to drive repeat
Pylon Sign Communicate that DD has new freshly baked bagels
Roof Banner Communicate Coffee and Bagels to start your day
Window Poster/Door Decal Communicate freshly baked and varieties
Menu Board Communicate Coffee and Bagels, at a price point, to start your day
Register Toppers/Staff Buttons (aka “The Register”) Communicate promotional messages
As a result of applying the Couch-to-Cash Register approach, we delivered on all of our financial targets for the bagel introduction, and
Dunkin’ Donuts became the number one retailer of bagels in America.
Couch-to-Cash Register is a compelling way to breakdown purchase dynamics and to move your customer systematically through the buying process. It recognizes that each business problem requires its own
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“Couch-to-Cash Register” solution and applies the right combination of tools. Finally, Couch-to-
Cash Register ties marketing planning and programming directly to business results. The more your marketing is associated with making the cash register ring, the more it will be understood as an integral part of the P&L.
Today’s dynamic marketplace requires clear strategies, resource allocation and executional plans in order to realize value. I hope you find “Couch-to-Cash Register” helpful to your business development process.
Apex Growth Strategies is a management consulting firm that is focused on helping both companies and private equity firms identify and maximize strategies for profitable growth. Given our core practice areas of strategic planning and business development, we have had the opportunity to work with companies that range in size from $10 million in revenue to more than $1 billion dollars annually, in an equally wide range of industries, including consumer products, healthcare, financial services, retail and manufacturing.
We would welcome the opportunity to speak with you about your business opportunities and challenges. Please feel free to contact me anytime.
Eddie Binder
Principal
APEX GROWTH STRATEGIES
15 Lewis Street, Suite 402
Hartford, CT 06103
860.524.8655 ebinder@apexgrowth.com www.apexgrowth.com
©2006, Apex Growth Strategies, LLC
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