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Marketing Case Study Analysis

Trade Marketing

Print

Fixtures

Project Management

Total Savings

MARKETING CASE STUDY ANALYSIS

The information and data within this document was compiled from audits on ten different brands ranging from fifty million to ten billion in sales.

The common issue seen in each analysis was the implementation of “makeshift” digital systems and communication tools used to try manage operational workflow.

The main drivers for wasted budget are:

  • Misdirected internal and external man hours within the systems.
  • Waste in the OPEX design-to-print system.
  • Lack of control over CAPEX assets (e.g. retail fixtures).

The marketing audit identified efficiencies that can be put in place to significantly reduce man hour costs and increase current and future bandwidth. Along with those efficiencies, a reduction of error percentages in both OPEX and CAPEX spending.





trade marketing

Trade Marketing Case Study BASE

Lack of process is the major contributor to lost profits in a trade marketing environment. Costly reprints, un-billable design hours and exhaustive administration time add up to a hefty total throughout the year. The example below shows the current process for an average “custom” branded execution into market. We are looking at just the administration time and effort to accomplish this task.

INSIDE STAFF HOURS
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Inside staff hours are a combination of the administration time from a "trade marketing" team member and the "design departments" organizational time.  This time accounts for organization, communication, approving the budget, art approval, material approval, tracking of shipping and collection of information and photos after the job. As you can see a lot of effort goes into a job. When thinking about your brands process please think of all the time consuming steps involved. We noted during our audit research that for every custom digital/print job that the internal team spent an average of 2.5 hours on process.

*For this case study we removed the time for the actual “creative resize” of the job.

Use little "info" buttons for extra info.

SALES TEAM HOURS icon

This allotment of hours is from the infield marketing team or the “boots on the ground” sales team. The time spent on this task includes:

  • Identifying the opportunity (e.g. window front, in-store space or digital placement).
  • The collection of mechanical specification including digital sizing or physical dimensions of the brick and mortar spaces such as window fronts or in-store spaces.
  • Delivery of this information along with the selection of artwork and material selection for the physical execution.
  • Follow up and tracking.
  • Collection of final execution photos and information for brand reference.

A lot of work goes in this step. It demands a large amount of collaboration from the sales team and the marketing department. Once the information is acquired and stored Regulator will automate and avoid having to recapture the info the following year. 

# OF PROJECTS icon HOURLY RATE $/HR icon TOTAL icon

Feel free to fill in the blue fields with your own data to get an accurate calculation of what Regulator can do for you

+ x x =

Regulator logo

Initial Scenario

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We see a large reduction based on the numbers above. Regulator creates process and streamlines the inside staff’s hours. 

For the sales team we do see reduction of time in the process but much of the ground level work still needs to happen. Spaces need to be identified and measured and the agreement signed with the retailer. The bonus is once the agreement and sizing information has been collected it is all tracked and stored within Regulator. That is the last time that job will ever have to be done again.

INSIDE STAFF HOURS SALES TEAM HOURS # OF PROJECTS HOURLY RATE $/HR TOTAL
+ x x =
73% REDUCTION
AT ANY VOLUME
21% REDUCTION
AT ANY VOLUME

Regulator logo

Repeat Scenario

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Inside staff realizes a small bump in speed because of the process created. Once a space has been executed for the first time the size, material selection, etc has been verified and stored permanently. This means that subsequent orders for the same location is only looked at for correct use of art, correct use of budget and timeline and significant time is saved.

For the sales team the job is now crazy fast! Strike the deal, select the art, pick your budget and check out all in about 3 minutes of time. The rest is perfectly tracked to the final install with complete transparency to the user who placed the order.

INSIDE STAFF HOURS SALES TEAM HOURS # OF PROJECTS HOURLY RATE $/HR TOTAL
+ x x =
83% REDUCTION
AT ANY VOLUME
96% REDUCTION
AT ANY VOLUME






TRADE MARKETING OPERATIONAL TIME

This page includes examples of the time and effort of internal trade teams including administration and design staff. The data used to calculate the totals below includes job work times, volume of jobs per/QT and trade marketing staff compensation. All were provided to 54blue during various audits. All numbers used are estimated averages. In the following graph, technical designer resize work is not included in the examples. This process will benefit from higher level organization up stream but for this audit it was excluded.

In the following graph, technical designer resize work is not included in the examples. This process will benefit from higher level organization up stream but for this audit it was excluded.

Trade marketing

SALES TEAM OPERATIONAL TIME

This page includes examples of the time and effort of external trade teams. It is of note that contracted rep time is not a direct cost to the brand but it’s an obvious conclusion that any extra time spent in marketing operations is time not spent building sales. This is impossible to quantify but its value is noted. The data used to calculate the totals below includes job work times, volume of jobs per/QT and trade marketing staff compensation. All were provided to 54blue during various audits. All numbers are estimated averages.

In the following graph, technical designer resize work is not included in the examples. This process will benefit from higher level organization up stream but for this audit it was excluded.

Trade marketing
custom printing

Custom Printing Case Study BASE

One of the fundamental issues associated with custom printing is poor communication and lack of process. Incorrectly measured brick and mortar spaces and incomplete direction upstream lead to costly reprints and damaged dealer relationships. Each installation requires specific dimensions and information to utilize the space effectively to seize the branding opportunity. 

Over the last 10 years, our systems have proven to have reduced error rates in custom printing to below 1%.




pop printing

POP Printing Case Study BASE

Printing in-line POP can be expensive. Lack of concise internal communication structure and process, inaccurate infield projections/assumptions or plain old ball dropping can make it worse.

Through the audit, we found brands error rate ranging from 40% on the high end and 5% on the low end. These are costly issues; the funny thing is that this error rate is done on purpose. Every link in the projection chain pads out their number so that the market they are responsible for has ample POP. Why do they do this? Because error rate in over printing is nothing compared to new product in market with no pop materials.

POP Printing Cost box icon PROJECTION ERROR % icon

Again this may be a hard number for you to come up with. We need you to guess how far off your POP projection per year is. 

Please remember:
• Dealers always ask for too much and reps over project. Trust us, it’s not correct. Think hard and take a guess. From the case study the brand’s numbers range from a super high 35% over projected to a very optimistic 5%. We believe a realistic average is around 15%.

Over Printing Buffer % icon Total icon
x( + )=
TOTAL COST SAVINGS WITH REGULATOR
Regulator logo
POP Printing Cost box
PROJECTION ERROR % Over Printing buffer % Total TOTAL COST DIFFERENCE BETWEEN CASE STUDY TOTAL AND REGULATOR TOTAL
x( + )=


The above case study total amount indicates the sum total of dollars lost annually as a result of POP printing issues, errors and contingencies - both internal and external. At Regulator® we like to be realistic, no plan is perfect and in the real world, errors occur. Regulator® has been proven to greatly reduce printing issues reflected by the final cost savings total above.




catalog printing

Catalog Printing Case Study BASE

High volumes and multiple runs can equal expensive printing costs. When dealing with such large numbers, small corrections in projection errors and printing buffers can equate to big savings.

CATALOGUE PRINTING
COSTS icon
PROJECTION ERROR % icon

Again this is a hard number to come up with. We need you to guess how far off your catalog projection is. 

Please Remember:
• Dealers always ask for too many catalogs and reps over project. Trust us it’s not correct. Think hard and take a guess. From what we learned in the audit the average brand’s numbers range from a super high 35% to a very optimistic 10%. We found an average around 20%.

OVER PRINTING BUFFER % icon TOTAL icon
x( + )=
TOTAL COST SAVINGS WITH REGULATOR
Regulator logo
CATALOGUE PRINTING
COSTS
PROJECTION ERROR % OVER PRINTING BUFFER % TOTAL TOTAL COST DIFFERENCE BETWEEN CASE STUDY TOTAL AND REGULATOR® TOTAL
x( + )=


By implementing Regulator administrators, designers and reps can all execute with precision and speed.





fixture

Fixture Analysis Case Study BASE

In our audits we found that between 20% and 50% of in-market fixtures were unaccounted for by the brands that deployed them. This is a huge number. Keeping track of these valuable assets doesn’t have to be a mystery. Regulator’s® reliable and effective tools make fixture programs accountable and profitable.

# OF FIXTURES icon AVERAGE COST / FIXTURE icon TOTAL COST icon LOSS % icon

Nobody wants to admit this number. Let’s just say… If you worked hard you may know the original shipping location of a fixture to a dealer via your ordering system. 

Please ask yourself: 
Can you find this out for all dealers and fixtures?
Will you be able to produce a workable list?
Do you know if any fixture was moved in market by a rep or dealer?
Are you rating the condition of your CAPEX fixtures?
How many of your fixtures are sitting in storage at the dealer, rep’s garage or marketing team’s backroom?
How many generations of fixtures do you have in market?
 

If you answer “hmmm, not sure” to any of the above, you don’t have control over every single CAPEX asset in market. The good news is that you are not alone. Every brand we speak to has one or all of the issues above.

TOTAL LESS 79% icon
x = - =
Regulator logo
# OF FIXTURES
AVERAGE COST / FIXTURE TOTAL COST LOSS % TOTAL LESS 79%
x = - =


TOTAL OPPORTUNITY COST SAVED WITH REGULATOR


The fact of the matter is a fixture still provides value to a brand in market whether they are known or unknown. The above Regulator® savings amount indicates a total of potential dollars lost when a fixture program becomes disorganized or neglected. This inaccuracy has downstream effects that directly affect projected sales, projection of POP, and all future fixture replenishment.





project management

Project Management Case Study BASE

Projects are easily dropped when communication fails. This can lead to disappointment in market, hurt relationships and budget that gets thrown out with the project. Design, organization and prep all add up. Regulator® keeps communication optimized by reminding all involved about project time lines and benchmarks to get the job done and on time.

NUMBER OF PROJECTS icon AVERAGE COST / PROJECT icon TOTAL COST OF PROJECTS icon % OF PROJECTS ABANDONED PART WAY THROUGH DUE TO PROCESS FAILURE icon TOTAL LESS 75% icon
x = - =

Regulator logo
NUMBER OF PROJECTS
AVERAGE COST / PROJECT TOTAL COST OF PROJECTS % OF PROJECTS ABANDONED PART WAY THROUGH DUE TO PROCESS FAILURE TOTAL LESS 75%
x = - =


TOTAL COST SAVINGS WITH REGULATOR





Each total calculated throughout has been auto-filled in the appropriate box below. By adding each amount together an estimated annual savings total is calculated as a result of incorporating Regulator® into the day-to-day marketing management.



trade marketing
TRADE MARKETING
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custom printing
pop printing
catalog printing
PRINTING
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FIXTURES
FIXTURES
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project analysis
PROJECT MANAGEMENT
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0 + 0 + 0 + 0


BUDGET SPEND
0
$ 0
SAVINGS ANNUALLY

TOTAL PROJECTED ANNUAL COST SAVINGS WITH REGULATOR IS 21%







Regulator Inc
Bankers Hall
888 3rd Street SW
AB, T2P 4K9
Calgary
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