DANIEL FROHNEN MARKETING PORTFOLIO
Specific Product/Program Branding
General Trade Campaigns
» Position company as “#1 Resource” for a variety of product lines, directly inline with company vision statement of differentiation from competition.
» Craft unique messaging for a variety of products and programs, delivering sales objectives consistenly.
the shelf/online in exchange for mention in advertising.
» Work seen in the world’s top consumer music magazines, including Guitar World, Alternative Press, Music & Sound Retailer, Modern Drummer, Music Connection, LA Weekly, and many more.
» Initiate retailer support program, ensuring products are on
» Create ROI centric environment where results are constantly monitored and testing and optimizing is encouraged.
» Redesign email templates resulting in mobile optimization, increase in web traffic, and staff production time cut by 50%.
Email/Web/Social Media » Social Media evangelist for the company since 2005.
» Create dedicated social media marketing
» Partner with key NIL properties, creating increase in web traffic to Alfred.com. Facebook jumps from #10 referring site to #3 in 2011. Twitter from #20 to #15.
» Move monthly “Ledger Lines” blog to wordpress, resulting in environment where interaction is fostered with key audiences.
position resulting in 80% increase in Facebook “likes”, engagement 9 times higher since year prior, and industry recognition for being the best in social media.
Email/Web/Social Media Digital Catalogs
» Turn negative into positive. Reduction in marketing print budget creates opportunity to create digital catalogs.
» Dealer link-optimized version creates new audience and increased sales.
in sales in 24 hours. Successfully averted web crisis by moving promotion from Alfred website to retailer partner in 2 hours.
» Create environment where marketing teams skills are put to best use, resulting in first ever “Live Coverage from NAMM”.
» Launch first ever “direct mail promotion” website, an online ordering system for direct mail catalog program. Resulting in 20% increase in sales and significant reduction in staff time involvement in order taking.
» World of Warcraft promotion results in $10,000
B2C Yearly Product Release Brochures
B2B Monthly Product Release Brochures
Direct Mail » Produce monthly new product catalog to retail channel, including redesign that highlights key NIL properties.
» Main vehicle for all company releases and promotion to retail channel.
» Drive consumer demand through direct to consumer catalogs. Cut costs by $400,000 in 2011 with no change in market reach.
» Create first ROI model to measure success/shortcomings of piano direct mail.
» Attached unique “8 prizes, 8 weeks” promotion to measure readership.
to drive retailer sales and adoptions of merchandising programs.
» Initiate “B level” promotion with special offer for 4th quarter. Results in 15% increase in sales and new retailer relationships.
B2B Direct Mail Campaigns
» Produce top-notch marketing pieces
NAMM & Summer NAMM
» Directly responsible for booth theme, merchandising, and show sales special.
» Booth sizes all the way up to 5,000 square feet. » Reduce Winter NAMM SKU count from 5,000 to 3,800, while increasing sales 10%.
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presence at the music stage and broad national Television exposure
than just events, something memorable.
» Initiate QR inclusion on hotel room keys, results in 1,000 scans and wide spread brand recognition at the event.
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» Out of the box ideas to make events more
2007 X Games
» Negotiate barter arrangement resulting in 3 day
Driving Retailer Store Traffic
Support of Company Green Initiatives
PR & Promotion » Play key role in branding company as green, including programs and promotions to reinforce messaging. Results in national trade magazine editorial.
» Identify retail channel struggles with driving store traffic and act. Create “Fund Raiser” program directly tied to retailer, results in sales increase and feature story in national trade magazine.
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PR & Promotion » Craft creative, out-of-the-box,
» Evaluate retail channel business needs and create programs to support company sales objectives.
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sales promotions for retail channel. Results in 20 new retailer “Alfred” websites in 2011.
Old Marketing Structure CEO
10 team members
6 team members
5 team members
3 team member
New Marketing Structure $600K in saving first year
5 team members
10 team members
5 team members
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