Peter Krieg, President and CEO, Copernicus Marketing Consulting & Research
While every marketer on the planet may share the same goal to grow sales, market share, and profitability this year, they each have to map out the most effective way for their brand to get there.
You could start at the top of the marketing funnel, for instance, and focus on increasing awareness and distribution. But do you expand brand penetration with a stronger positioning or a lower price? Or do you step up purchase frequency and dollars per purchase with a more satisfying product or service, enhanced promotional activity, loyalty programs, etc. Or work on both?
In this webcast, Peter Krieg, President & CEO of research-driven marketing consulting firm Copernicus, will describe a process for setting aggressive objectives for your brand and demonstrate the steps to take and analyses to do during the marketing planning process in order to achieve them.
You will learn how to:
• Create a simple, but effective “model” of how your marketing works.
• Pinpoint if the drag on your brand’s performance comes from your targeting strategy, advertising creative, brand positioning, or the product itself.
• Realistically estimate how many people will ever even become aware of your campaign.
• Concentrate your attention and marketing resources on those activities which will have the greatest ROI.
With over three decades of experience consulting to leading B2C and B2B companies around the world, Peter will give you clear and practical guidance to eliminate the expense of real-world trial-and-error and move your brand more quickly along the right path to growth.