Find the White Space for Your Brand

Presented by

Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting and Research

About this talk

In order to bring a solution to market that truly taps into a white space opportunity—an area of dissatisfaction where no one currently offers an adequate solution to a serious need or problem—marketers need to get a product/service and marketing plan in place that maximizes sales and profit potential. In this presentation, Jeff Maloy will take you through a start-to-finish process for grounding the pursuit of white space in solid customer insights and profit-minded thinking. You will learn: 1. The key items to have on your customer insights checklist when it comes to unearthing breakthrough new product and services. 2. How to use research tools to identify the new product and service concepts that fill the white spaces AND make your firm money. 3. Why it pays to test different configurations of not just the product or service, but also the marketing plan. A senior vice president at Copernicus with front-line brand management experience at some of the world’s leading CPG firms, Jeff will offer practical suggestions and user-friendly research advice for getting your brand into the next “big thing” for your category or industry most profitably.

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