- 80% unprompted brand recognition from zero in four years.
-
Revision of brand and product portfolio to obtain 4% growth in
billion dollar industry ($40M) over 3 years, achieving 38% value
share of total market, while continually increasing profit margin
in depressed market against aggressive competitor activity.
- Winning the inaugural 2009 Award for Excellence in Sustainable
Design in Standards Australia's Australian International Design
Awards
"The collection demonstrates a
sophisticated approach to design for sustainability. It shows how
you can successfully combine good design with environmental
performance and how design can effectively address functionality,
aesthetic quality and affordability in a product that potentially
has a significant environmental impact."
- John Gertsakis, Senior Sustainability Consultant at WSP
Environmental
- Development of integrated marketing communications strategies
which doubled business growth year on year and increased market
value share by 40% in less than five years.
- Successfully increasing market volume share whilst maintaining
retail price position.
- Driving an intensive program to ensure substantial product
differentiation was achieved between three brands cumulating in the
launch of three completely new ranges during the year (each growing
market share and increasing margin on previous offering).
- Winning the Electrical Retailer Awards for Refrigeration Brand
of the Year 2008 & 09 - in recognition of the improvements to
design, profitability, promotion and growth to the industry
provided by the brand.
- Winning the national industry award for most successful product
launch.
- Transforming the company's media profile from one unrecognised
to one that obtained millions of dollars of unpaid media coverage
(averaging one article per day) within four years (950% more
coverage than its closest competitor).
- Growing category EBIT by 6% in three years- highest for the
business ever (the most profitable business in category for the
group globally).
- Managing internal and external sales and marketing teams to
exceed annual targets.
- Orchestrating successful major rebranding initiatives while
holding overall market share and growing profit margins.
- Creating and implementing two completely new brand extensions,
moving the directors and company into new territory, unassailable
by competitors and more aligned with the brand's personality.
- Orchestration, development and roll-out of educational programs
to secondary and tertiary bodies, seeing the brand become a case
study on most major exam papers; positively interacting with a
large number of future customers; and providing true, significant
value to students & teachers alike.
- Project Managing up to 10 external management teams and
coordinating diverse groups (including over 300 of Australia's key
business people and celebrities during the lead-up to the 1999
referendum).
-
Being awarded Australia's 'Most Trusted Appliance Brand 2009'.
- Developing consumer insight driven marketing strategies,
collateral, and events for four new ranges released across a single
year (collateral recognised by the group as international
benchmark).
- Developing and managing integrated brand specific activities
and relationships to ensure people truly and effectively connect
with the brand (increasing respect for the brand by upwards of 70%
in one year).
- Reviewing and revising collateral development and usage,
bringing significant savings to the organisation, while assuring
the develop of more powerful communication tools.
- Launching a new brand achieved 5% market share (volume &
value) within first three months of release.
- Designing and implementing an integrated marketing
campaign, incorporating web redesign, direct mail, advertising and
SEO to achieve an astounding 10.2% online conversion rate from cold
leads.
- Successfully launching new products into the South East Asian
market place, increasing over-all market share without harming
sales of existing ranges.
- Creating and launching a completely new business into
sustainability sector in less than 1.5 months. Seeing the company
take its first orders within six weeks from ideation phase.
- Redesigning and repositioning a successful European energy
management business to function in the Australian market.
- Designing and managing events, from intimate briefings to
national public launches of +20K people.
- Seeing many campaigns, systems, or collateral developed for
businesses locally being implemented globally by parent or partner
companies.
- Three day (conception to completion), state wide media campaign
achieving +5.5mill consumer interactions (print, radio,
online).
- Design and build independent business units within an
organisation to sextuple turn over.
- Ensuring that to date campaigns and strategies have been
completed within time frames and budgets and achieved return on
investment.
To achieve such success Michael
has developed a network of highly skilled specialists locally and
abroad, all of whom partner with LOCKE pty ltd as and when required
- one contact 1000 options.
