Lawrence Dolph

Lawrence Dolph is one of the few marketing professionals to have a resume with a small company product launch that earned a clean sweep of the first five pages of Google search of category, a 70 percent click-through rate on direct email marketing five years in a row, a Fortune 100 best television commercial in category, a "most award-wining advertising campaign" and to have also helped product plan a best selling vehicle in North America. Known as "Lawry" to his friends, since co-founding RFD Insight in 2004 his work has generated significant revenue growth while representing clients in nineteen high technology vertical markets.

Lawrence Dolph is a social research and communications expert with significant achievements in product development and marketing for both Fortune 100 and small firms. Establishing himself as highly knowledgeable but accessible, fun and easy to work with, Lawry’s work has led to business turnarounds in the high tech, automotive, broadcast, publishing and new media industries.

He is a former creative executive at the advertising agencies of D’Arcy, McManus and Masius; Saatchi and Saatchi; Campbell-Ewald and McCann-Erickson. Lawry has been a business consultant since 1989, when he founded Lawrence R. Dolph, Inc. (52 clients, 1989-1999). Today, he is a co-founder and managing director of RFD Insight, Inc. (22 clients, 2004-present).

During his career, Lawrence Dolph has helped clients in automotive, banking, broadcast, finance, infrared, legal, manufacturing, marketing, medical, new media, non-profit, political campaigns, publishing, retail, social research, start-ups, and thermoelectric manufacturing.

While automotive clients conferred his biggest operating budgets, some of his most interesting and productive work has been done for small- and medium-sized, non-automotive firms. On a bet involving a rare single malt scotch, Lawry caused a small thermoelectric firm — with global competitors up to fifty times larger — to be found on Page One of Google with a search of the single word: "thermoelectric." The scotch, Lawry reports, was excellent.

Career achievements include:

  • News media-driven product launch campaigns for small firms that achieved a clean sweep of the first five pages (first fifty citations) of Google search of category with follow on email direct marketing that achieved a 70% click-through rate.
  • Best-in-class major trade show marketing, leveraging a small booth and demonstrations to achieve a 33% registration of show attendees, and averaging 30% registration of all attendees over six years.
  • Global top ten percent ratings for web sites created for small technology companies with limited marketing capital.
  • Page One Google search results on 27 key phrases that characterized the products of a small technology firm.
  • Significant revenue growth for small technology firms each challenged by the traditional costs of marketing in six or more unrelated vertical markets.
  • Best-in-class marketing survey: 50% response.
  • Documentation of best engineering practices by two competing Fortune 100 firms.
  • Collective activities contributing to the turnaround of a Fortune 10 firm:
    • Maestro Management proposals modeling a successful integration of creative and data-based decision styles — a reconciliation of Myers-Briggs “P’s” and “J’s” — were personally endorsed by W. Edwards Deming.
    • Creation of a special automobile model that was sold in volume after being endorsed by National Public Radio.
    • Creation of a pioneer virtual animation presentation to the board of directors and stockholders, leading to a major capital investment in engineering infrastructure.
    • Performance as a creative consultant on 18 automotive vehicle programs contributing to the most successful business quarters in the company”s 100+ years.
    • Content development, writing and directing of two Top 2000 employee meetings that created a buy-in for best business practices.
  • Creation of a revolutionary, #1 woman’s national advertising commercial, that also tested as best “noted and recalled” by men.
  • Co-authorship of a motorsports business plan that led to the most successful automotive OEM racing program in history.
  • Creation and execution of a live congratulation of the Indianapolis 500 winner with a full production network television commercial before an audience of 40 million.
  • Creation and execution as the first advertiser in history to stop the presses of Time magazine to insert an advertisement congratulating the winner of the Indianapolis 500 with next day newsstand sales and mail distribution.
  • Program content development leading to the sale of a cable television operation with local origination.
  • Program content development leading to the turnaround of an ABC affiliate television station.
  • News content development leading to the turnaround of a Michigan newspaper.
  • Co-founder of RFD Insight, Inc., which became one of Michigan’s most able consulting firms by demonstrating successful turnarounds without sending people home.

Eschewing simplistic marketing du jour concepts and herd-driven practices, Lawry believes that human nature and motivation are best understood by an ongoing study of biography and history. On the other hand, Google is best known by studying Google. Lawry’s abilities to turnaround diverse firms that began failing under the practice of “group think” marketing have been demonstrated decade after decade and across the evolutions of new media and old.

For more information, please visit LinkedIn: Lawrence Dolph