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Getting to the Bottom Line: How to Develop a Profit-Focused, Media-Actionable Market Segmentation
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Getting to the Bottom Line: How to Develop a Profit-Focused, Media-Actionable Market Segmentation

Segmentation can and should do more than merely group and sort buyers in a market; it should tell you where the money is, and how to go after it.

7/9/2014
When: Wednesday, July 9
11:00 AM PT / 12:00 PM MT / 1:00 PM CT / 2:00 PM ET
Where: Webinar
Presenter: Eric Paquette, Senior Vice President, Copernicus Marketing Consulting and Research


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Marketers have long dreamed of a market segmentation that that will yield a profitable target group, and guide critical decisions about product mix, traditional and digital media allocation, messaging strategy, and more. Yet more often than not, even after a heavy investment of time and resources, the results are disappointing; there is little insight as to which target to pursue, and even less regarding the implementation of a successful marketing strategy.

Segmentation can and should do more than merely group and sort buyers in a market; it should tell you where the money is, and how to go after it.

This presentation will outline an approach where potential profitability and actionability drive the targeting decision. Hear eye-opening, logical measures anyone can use to assess the value of different buyers to your brand. We’ll reveal a time-tested process that ensures a segmentation will be findable in the real-world, and usable across marketing functions, including sales and media.

About the Presenter:

Eric Paquette, Senior Vice President and COO, Copernicus Marketing Consulting and Research

Eric Paquette has nearly two decades of experience working with marketers to make informed decisions about their strategies and programs. His forté is bridging the gap between research and marketing for clients—translating insights into marketing strategies that drive business growth.

Eric is senior vice president at Copernicus and has led the firm’s charge to adapt tools and solutions to all the changes in marketing communications brought on by the digital revolution.

While Eric works in a variety of industries, he has become an expert in the pharmaceutical industry thanks to extensive work with prescription and OTC pharmaceutical industry leaders including Boehringer Ingelheim, Pfizer, and Sanofi. He has contributed thoughts and perspectives on marketing strategy for DTC and OTC pharmaceutical marketers to several published articles in industry press.

Outside the pharmaceutical industry, 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 Agilent, Alzheimer’s Association, Aquent, the Cleveland Indians, CVS, Dunkin’ Donuts, Panera Bread, Under Armour, and the Tuna Council.

He has given talks on new product marketing research approaches, market segmentation, positioning, and industry-specific issues to a variety of companies and organizations. You can watch his most recent webcast, “Shopper Typologies to Drive Site Design and Ecommerce Strategies,” on-demand or download his new ebook, Measuring & Motivating Brand Advocates: The State of the Science.


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Sales and Marketing Executives International, Inc.
PO Box 1390
Sumas, WA 98295 USA
312-893-0751

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