To more effectively use digital
communications channels and integrate online and offline marketing efforts,
marketers often do research to better understand the habits, behaviors, and
activities of their most profitable targets.
An exciting new development is to study these targets in terms of their
on-line behavior, investigating the extent to which they use the web to better
inform their buying decisions and to communicate with like-minded people
everywhere. The big challenge comes not
so much from getting good, comprehensive information, but taking it the next
step and using it to guide strategy and planning.
This presentation will provide guidelines
for ensuring research results will drive strategy as well as the successful
execution of strategy. Discussion will
include the illustration of concepts through case studies.
About the Presenters:Peter Krieg, Co-Founder, President and CEO, Copernicus Marketing Consulting and Research
Recognized as one of America’s leading marketing consultants, Peter Krieg has 30+ years’ experience working with Fortune 500 and other leading brands to grow their brand equity and profit line.
Peter is the co-founder, president, and CEO of Copernicus and is responsible for many of the firm’s largest accounts. He has spearheaded the company’s global expansion, particularly in Mexico, South America, and in the Middle East, and is an expert in managing international marketing strategy work.
He has led many of the innovation efforts at Copernicus, including developing the Brand Beacon to give marketers a clear, codified process for directing a brand strategy towards consistently and clearly communicating a distinct positioning. His industry expertise includes retail, travel & hospitality, adult beverages, and B2B products and services.
Peter is the co-author of three books with Kevin Clancy. The American Marketing Association Foundation named his book, Counterintuitive Marketing, one of the top five books in marketing in the past three years and has been translated into 5 languages. His most recent book, Your Gut Is Still Not Smarter Than Your Head, made the 800CEOREADS business best-seller list.
He continues to publish articles with Kevin and gives speeches at marketing, industry, and client events. You can watch his most recent webcast, “Transformational Shopper Marketing Strategy,” on-demand.
Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting and Research
With a deep background in brand management, Jeff Maloy uses his in-line experience and previous P&L responsibility to help clients develop and execute marketing strategies that grow the bottom-line.
Jeff is currently a Senior Vice president at Copernicus, and he leads marketing strategy engagements for B2C and B2B clients, with a heavy emphasis on branding.
A veteran of consumer packaged goods, Jeff’s career achievements include a rotation as the director of marketing on the Aunt Jemima brand, where he delivered top-line and bottom-line results via advertising, new product launches, pricing initiatives, and productivity improvements.
Jeff also has worked for the Eight O’Clock Coffee Company, growing its brand by expanding distribution to new markets and channels, launching several new products, and developing a new advertising campaign. He began his brand management career at Kraft Foods, managing iconic brands such as Jell-O, Cool Whip, Baker’s Chocolate, and Breyer’s.
At Copernicus, Jeff leads market segmentation, brand strategy, and other marketing strategy assignments for a variety of B2C and B2B clients, including for-profit and not-for-profit firms. Past and present clients include Procter and Gamble, Nestle, The Hershey Company, Kraft Foods, Bulova, Lubrizol, and the Society for Human Resource Management.
He has given lectures on market segmentation, new product development, and brand strategy development and execution at professional conferences and corporate seminars. You can watch his most recent webcast, “Branding 2.0,” on-demand.