Marketers have an uneasy relationship with innovation these days. Everyone knows that they need to maintain a steady stream of new products and/or services to grow – or at least keep up with the competition. Yet the best-case-scenario odds of introducing a successful new product or service don’t get much better than 50-50.
With management expectations for return on investment of innovation efforts at an all-time high, introducing a successful new product or service can seem like a daunting proposition. Highly effective marketers know they need to get a product and pricing strategy in place that will minimize risk and maximize growth.
In this podcast, Eric Paquette will stress maintaining a focus on profitability while using the technology that’s readily available today to test thousands of new product and service concepts.
About our Guest:
is a senior vice president at Copernicus
, with almost two decades of experience working with sales and marketing individuals to make informed decisions about their strategies and programs.
An expert at bridging the gap between research and marketing, he has been a featured speaker on topics including new product marketing research approaches, market segmentation, positioning, and a variety of industry-specific issues.
Eric has directed major new product marketing, pricing, and other strategy engagements for a variety of consumer and B2B, for-profit and not-for-profit firms including Under Armour, the Tuna Council, and Dunkin’ Donuts. He regularly translates the information and insights that come from marketing research into effective strategies, programs and tactics, and successful new product and service offerings. He currently leads Copernicus’ efforts into the digital world and its work in the area of brand advocacy