This document provides an overview of issues-based marketing consulting services. The company helps companies achieve their full potential by working with senior executives to resolve business issues using fact-based methodologies and market research. Specifically, they help companies looking to enhance revenue, drive innovation, improve brand perception and positioning, and engage customers. They use a combination of marketing strategy, research, communications, insights, and management consulting approaches including Rule Developing Experimentation to gather information, prioritize resources, and develop effective solutions and roadmaps.

1. Issues-Based
Marketing
Consulting
Helping Companies Achieve Their Full Potential
© 2011 Judy Willis Marketing, LLC

2. What Do We Do?
We work with Senior Executives to resolve
business issues using fact-based methodologies
and market research.

3. What Do We Do?
We identify the
root cause of
issues in order
to positively
effect change.

4. What Do We Do?
We help companies looking for:
Revenue Enhancement
• Tap Marketplace Insights and Make
Fact-Based Decisions Quickly to
Resolve Issues
• Reach New Customers and Capture
New Markets
• Evaluate New Business Models
• Prioritize Initiatives and Allocate
Resources While Ensuring Team Buy-In
Innovation
• Drive Innovation to Create Fresh New
Products and Services

5. What Do We Do?
We help companies looking for:
Brand Perception, Positioning &
Messaging
• Bridge the Gap Between Internal and
External Perceptions of Your Business
• Refresh Your Brand to Better
Communicate What You Stand For
• Operationalize and Communicate Your
Brand Using Key Touch Points
Customer Engagement
• Identify New Business Channels
• Build a Customer-Savvy Organization to
Deliver Highly-Valued Customer
Experiences

6. How Do We Do It?
We work with leadership teams to gather information,
prioritize and focus resources, and develop effective
business solutions and roadmaps.

7. How Do We Do It?
We use a combination of:
• Marketing Strategy
• Marketing Research &
Analytics
• Marketing Communications
• Market Insights
• Management Consulting

8. How Do We Do It?
• We gather information, prioritize and focus resources, and
develop effective business solutions.
• We help you create the right customer experience.
• We help you develop that
emotional “hook” that attracts
new customers and holds on
to existing ones.
• We help you land new
customers.
• AND, we help you get the most
out of your marketing dollars!

9. What Tools Do We Use?
Rule Developing Experimentation (RDE)
RDE is a systematized,
solution-oriented
business process that
designs, tests, and
modifies alternative
ideas, packages,
products, or services in
a disciplined way using
experimental design, to
discover what appeals
to the customer, even if
the customer can’t
articulate the need,
much less the solution.

10. What Tools Do We Use?
Rule Developing Experimentation
• RDE was developed by three professors
at The Wharton School of Business
at the University of Pennsylvania.
• Aspects of RDE have previously been
used during the past 25 years for the
design and optimization of physical
products, product development concepts,
marketing communications, as well
as packaging.
• RDE is the foundation for the new science of MindGenomics modeled on
the emerging science of genomics and the technology of informatics.
• RDE has been effectively utilized over the years by many of Fortune 500
companies around the world.

11. What Tools Do We Use?
Rule Developing Experimentation (RDE)
The three roots of RDE:
1. Experimental Psychology - RDE is founded
on the realization that perception and
behavior are linked in a two-way exchange.
RDE uses a variation of conjoint analysis as
its statistical basis.
2. Driving Power of Business – A need to
create new products and services that people
like, doing so fast and inexpensively
3. The World-View of Social Science - RDE is
related to a field called adaptive
experimentation (AE), or adaptive
management.

12. What Tools Do We Use?
The Decision-Based RDE Methodology
Attribute Mapping
• To ensure that the
engagement is in line with
the strategic and financial
goals of the organization,
and to vest executives and
other key stakeholders in
the process and the desired
outcomes, we will conduct
in-depth interviews and/or
a staff survey to better
understand their views and
in order to identify and map
key brand attributes.

13. What Tools Do We Use?
The Decision-Based RDE Methodology
• Via the Internet, RDE tests systematically varied concepts as a
means to quantify the impact of the individual statements that make
up the concepts.
• RDE analysis also focuses on the performance of each of the elements as
well as the synergies between the elements. Elements that are related
are arranged in groups of buckets called “categories.”
Behavioral Segmentation
- Product Usage
- Brand Loyalty
- Attitudes
Psychological Segmentation Cuts across traditional
- Lifestyle Type
- Personality Type segmentation & decodes
- Social Class
Demographic Segmentation
hidden preferences
- Age
- Gender
- Income

14. What Tools Do We Use?
The Decision-Based RDE Methodology
• Utilizing the RDE optimization
methodology, customers will
evaluate a wide array of product
features and benefits available to the
client and establish a hierarchy of
market impact.
• RDE is a methodology executed via the Internet that
tests concepts as a means of evaluating their systematically varied
components (elements.) Rather than focusing on the performance of the
full concepts, RDE analysis focuses on the performance of each of the
elements.
• This is possible because any given element appears as a "free agent"
within numerous concepts allowing the evaluation of each element
(positive, negative or neutral) independently of all other elements.

15. A Few RDE Success Stories
Technology Industry:
• Issue: “What should we put into
our products to make consumers
want to buy them?”
• RDE helped HP institute a rapid and inexpensive way to understand
their customers’ minds
• HP used RDE to re-engineer its marketing in terms of pricing,
structured offers, and rebate programs, and to rework its advertising
and marketing materials to appeal to a younger customer
• RDE provided a new focus for HP’s consumer marketing resulting in
HP making two out of three PC World’s top-rated laptops

16. A Few RDE Success Stories
Food & Beverage Industry:
• Issue: “What is the perfect blend of
coffee beans that will appeal to the
largest group of coffee drinkers?”
• Maxwell House wanted to maintain the quality of their products
while keeping prices within bounds
• Tested a combination of beans on a group of consumers based on the
“three coffee tongues” around bitterness
• RDE quickly, efficiently and cost-effectively generated rules
and prescribed knowledge-based actions that led to a better
coffee product
• Coffee sales grew more than 15% at the expense of their competitors

17. A Few RDE Success Stories
Financial Services Industry:
• Issue: “How do we identify what we
can say on a co-branded affinity card
to support World Cup Soccer within 2 weeks time?”
• RDE helped MasterCard & HSBC quickly test potential product
attributes with thousands of consumers, combining messages into
short test concepts (mix & match) and instructing consumers to rate
the different combinations
• Using the results of RDE, the companies launched the co-branded
card in one month, achieved year 1 expectations within month 1,
and achieved twice as much in customer acquisitions as was
originally planned

18. What Can RDE Provide You?
• A process that reveals customer
"hot buttons" to ensure you
hit your target the first time.
• Studies that can be executed
via on-line in almost any language.
• Top-line analysis and actionable
results that are available 24 hours
after the study concludes.
• Customer insights from hundreds of individuals over a day or
two for less than the cost of a focus group!

19. What Are The Benefits?
You are able to:
• Create prototypes that answer
the right questions, fast
• Get at the truths your customers
don’t know how to tell you
• Streamline your research, and get actionable answers in just days
• Extend the findings value throughout the enterprise
• Use the fact-based results to inform strategic messaging,
corporate communications, product and service development,
competitive positioning, investor relations and more….

20. A Sample of Our Client Experience:

21. Who Am I?
• Senior Marketing Executive with over
27+ years of experience
• Entrepreneur
• President & CEO
• Chief Marketing Officer
• Senior Strategist
• Client Advocate
• Market Researcher
• Collaborator
• Motivational Team Leader
Judy Willis • Business Development Pro
• Passionate Marketing Enthusiast
• Artist & Scientist

22. Unlock Your Company’s Potential!
Contact Me:
Judy Willis
President & CEO
Judy Willis Marketing, LLC
D: 678-613-2096
jswillis2011@live.com
www.linkedin/in/judyswillis