We hope to challenge the way people think about and practice marketing
Waltham, MA (PRWEB) June 27, 2008
Kevin Clancy, Chairman of Copernicus Marketing Consulting and Research, was on top of the world last week celebrating his induction to the prestigious ranks of the Market Research Council's storied Market Research Hall of Fame, joining giants of the marketing research profession including George Gallup, Arthur Nielsen, Sr., Elmo Roper, David Ogilvy, and Daniel Yankelovich. But after reading an article in NEWSWEEK about the burgeoning corporate psychic industry, his mood did a complete 360. "I thought it was time for us to bring some much needed sense to this trend toward gut and psychic intuition."
Clancy's firm Copernicus has now fully jumped into the marketing fray with its blog "Marketing Fray" to comment on this trend and others that are short on ROI and long on mysterious psychic-driven data.
Clancy isn't surprised the moniker "psychic" doesn't fly in the corporate world -- too many negative associations with crystal balls and unseen ghostly spirits. "What hedge fund manage or investor group in their right mind would take a CEO seriously if they said he or she decided to launch a new product based on the prognostication of the medium the firm has on retainer?" he asks. Yet say the words "business intuitive," "intuitionist," or "mentalists," and those carry some weight with the corporate set -- apparently to the tune of a $10,000 a month flat fee for different insights to pressing, mission-critical corporate issues.
The leading post on "Marketing Fray" questions the track record of business intuitives. Where are the statistics on their success ratio? How accurate are their predictions and how frequently are they accurate? What's the ROI on their recommendations -- for $10,000 a month what did a firm get back? The folks at Copernicus suspect that corporate psychics are wrong most of the time. After more years than they like to think about working with some of the leading brands in the world, they have observed time and time again that ideas grounded in junk science and psychobabble lead companies down a yellow brick road with a resultant dim wizard at the end.
"Marketing Fray" features lively discussion of burning issues, hot topics, interesting research, and trends in marketing and business. "We hope to challenge the way people think about and practice marketing," explains Clancy, the author of "Your Gut is Still Not Smarter Than Your Head," "but in a funny, practical, and down-to-earth way." The blog will feature content from all the senior people at Copernicus, whose expertise range from brand management to market segmentation, media strategy to new product development. Others plan to translate their deep backgrounds in particular industries including B2B, financial services, healthcare, non-profit, and pharmaceuticals into diverse, interesting blog topics.
One future topic of a blog post sure to capture the attention of marketers: social media. Do firms really need to be doing it? Copernicus is on the record as questioning the approach many firms seem to be taking to social networks which is to spend and wait and see what happens. The "Marketing Fray" will challenge the current focus on clicks and immediate sales and cover tips for evaluating the investment in this alternative media. Stay tuned.