A recently completed expeditionary marketing campaign was for a $150 million Silicon Valley manufacturer of removable hard drives. This $16 million campaign was described by Walter Mossberg of the Wall Street Journal as "splashy and edgy". Howard Rosencrans the influential Wall Street analyst described it as weaving a fantasy. Several other Wall Street watchers have referred to the campaign as a major turning point for the Client having tripled the company’s revenues and almost quadrupled its stock price over the first four months of the campaign rollout. The campaign included the positioning strategy, campaign rollout, TV and radio spots, print advertisements, outdoor, Comdex, a web site and an entirely new visual identity. A complete case study is available for review.

For a $100 million global manufacturing, distribution and contracting business we grew revenues 40%, while decreasing their advertising budget 50% in less than two years. An example of one of our tactics involved the creation of tactical selling campaigns we call "micro-campaigns" utilized for two different pieces of capital equipment, one selling for $10,000, one for $15,000. Each campaign was budgeted under $5,000, with the first campaign returning $240,000 within 120 days, and the second campaign returning $80,000 within 30 days. We may prosecute 10 or 20 micro-campaigns at any one time for a single client.

We repositioned and launched a large NYSE distributor over the internet. The new positioning resulted in coverage by publications ranging from the LA Times to the Harvard Business Review. And as an "outsourced" provider of services, we managed their total marketing communications function with close to a hundred different projects or campaigns in-process monthly. During this 18 month engagement revenues increased from $780 million to $1 billion and the stock price increased almost 100%.

On a strategic level for a $70 million operating subsidiary of a $20 billion telecommunications giant, we executed a six month, value-added positioning campaign that was characterized as "unprecedented" within the healthcare marketplace, helping to position the client as the only source for integrated information technologies now, and into the 21st century.

On a direct operating level, we developed a short duration tactical campaign for a $15 million manufacturing client. The campaign was designed to position and extend a flagship product battered by cheap Taiwanese imports. The cost of the campaign: $125,000. Return: $1,000,000 of incremental margin, coming from a 20% increase in market share and a 10% increase in gross margin, all in six months.

Also we've provided probono services to The ACLU and have an intriguing relationship with a surf/eco resort in West Sumatra. The developers of the resort found us on the internet and we consummated a five year multi-million relationship with them entirely over the internet.

Please view our case study for an in-depth look at an actual expeditionary marketing campaign. The case study is divided into a summary which contains publicly available information and a journal which contains confidential information. You'll need to sign a non-disclosure agreement to access the confidential portion of the journal. Please e-mail us to receive the protocols necessary to access the secure side of the study.

©1998 THE SILAKHAN ROUTE, INC.