What does it take for organizations to successfully market their products or services? The truth is that, because every organization is different, a universal answer to that question just doesn’t exist. But marketers will find a few common threads that they can use to become highly effective and, in turn, make their marketing campaigns successful.
Copernicus, a Norwalk, CT-based research-driven marketing consultancy, has decades of experience working with leading brands around the world, closely observing the development and execution of winning campaigns around new products and services.
Based on these many years of behind-the-scenes observations, the firm has determined that marketing success requires a balance of personal judgment and seasoned experience with careful analysis of unimpeachable data. It has pinpointed seven specific habits that highly effective marketers employ to make better, more profitable decisions.
Habit #2: Challenge Conventional Approaches to Targeting
With all eyes on marketing’s ROI, identifying the “best” target – the one that will generate the highest return in terms of profits – becomes even more critical to success. Highly effective marketers know that the expanding range of communications options has changed how to assess a customer’s value as part of a market segmentation exercise. In this podcast, Eric Paquette will discuss how marketers can take a profit-directed approach to market segmentation and targeting.
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Habit #3: Take a Stand—Make Your Brand Stand for Something
Some have suggested that in the digital age, it’s not necessary for brands to offer a clear, compelling positioning anymore. Highly effective marketers know that having a strong positioning is more important than ever today. In this podcast, Kevin Clancy will drive home the message that positioning remains the defining element of a successful brand strategy.
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Habit #4: Invest in Early Implementation Planning
 Speaker: Jeff Maloy, Senior Vice President, Copernicus
For all the work that goes into configuring a new product or service and its marketing plan, implementation of a marketing strategy often takes place more or less on the fly, which can lead to weak strategy, shaky execution and poor performance. Highly effective marketers take the time to think through how the organization will translate customer insights into products, services and the marketing mix. In this podcast, Jeff Maloy will suggest how a company can understand the implications of a strategy in terms of innovation, communication, and capabilities to support execution and drive marketing success.
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Habit #5: Select the Most Profitable Product, Not the Most Appealing
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. With management expectations for return on investment of innovation efforts at an all-time high, 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 technology to test new product and service concepts.
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Habit #6: Apply Big Picture Shopper Insights All Along the Path to Purchase
Many marketers focus their efforts on understanding consumer behavior at “the moment of truth” without maximizing other opportunities to move the customer toward a particular brand. Highly effective marketers identify the critical points in the purchase decision-making process and build communications plans around this knowledge. In this podcast, Peter Krieg will bring a profit-minded perspective to the topic of shopper insights, with a major emphasis on how and when marketers can use shopper insights to make the highest return decisions.
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