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Increasing market share Ernst & Young management recognized the potential to use the web as a consulting services distribution channel, expanding Ernst & Young's market and changing the way small to medium sized companies use professional services. Their challenge was to find a team that could help them: -
Develop the concept of Ernie, what he offers, and why he adds value -
Develop the ERNIE brand and create a marketing positioning -
Create an interface that is quick, intuitive, and well branded -
Implement both the proprietary web site and the public promotion site -
Consult with E&Y to create the backend services -
Develop the launch materials Ernie's results have been well published. Ernie earned over a million dollars in the first five months of his life. Since that initial launch, Ernie has expanded his services, offering information on community issues and trends, software and tools for managing your business. In addition the mining of the data from the community is providing a rich source of information on business issues for this segment of users. Ernie entered the market with a flourish. Rather than cannibalizing existing relationships, the new service expanded the market for Ernst & Young, opening up new client relationships and new sources of revenue. Perhaps most importantly, Ernie created a proprietary channel to an underperforming market and unique knowledge about the needs of this market. E&Y has now integrated these services by offering custom designed products and services to this market.
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