The typical advertising campaign and media plan today don't flow out of a strong targeting and positioning strategy
Waltham, MA (PRWEB) March 18, 2009
Copernicus Marketing Consulting has some good news for consumer marketers looking to "economize" their budgets.
No surprise, the cold hard reality at most companies these days is marketers have to make do with less…often A LOT less. According to a recent Association of National Advertisers survey, 71% of marketers expect to have their budgets cut this year--a twenty-point jump from eight months ago--and 77% say they plan to shrink their media budgets. To help consumer marketers get more out of shrinking resources, Copernicus has developed a new strategic research service, The SMART Solution.
"The typical advertising campaign and media plan today don't flow out of a strong targeting and positioning strategy," explains Peter Krieg, CEO of Copernicus. "As a result, consumer marketers have to buy thousands of GRPs in order to hit their market share goals."
The co-author of marketing book, "Your Gut Is Still Not Smarter Than Your Head," says if only marketers understood which buyers and which message will drive growth for their brands, they would "only have to buy a few hundred GRPs to get the same market share results, saving millions on media."
Copernicus designed the SMART Solution specifically for consumer marketers trying to deliver more with less. It provides a "right-sized" version of a major marketing strategy engagement. With a 30-day timeframe and price that fits a modest research budget, SMART delivers the three essentials of a high-performance marketing strategy:
1. A well-defined target that represents the biggest profit opportunity for a brand.
2. The motivating messaging most likely to differentiate a brand from the competition.
3. An efficient media plan built around a "real" target that media buyers can find in databases.
"Think of The SMART Solution like you think of the Smart car, the fuel-efficient micro-vehicle from Mercedes," suggests Jeff Maloy, a senior vice president at Copernicus. "Same leading-edge thinking and tools, same powerful marketing guidance you'd expect from Copernicus, but more cost-efficient and focused on the key consumer marketing decisions you need to make ASAP." The firm's resident consumer packaged goods industry expert, Maloy offers his thoughts on what CPG marketers can do to improve marketing ROI in a recession in the winter edition of the Copernicus Mzine.
For more information on the Copernicus SMART Solution, visit the consumer marketing pages of the Copernicus website.