3 Steps to Clear and Effective Marketing Objectives That Will Point Your Brand Towards Growth

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With so many ways to grow a brand to choose from, marketers often find determining the right marketing objectives for their brand extremely challenging. Peter Krieg of Copernicus offers 3 steps to help connect objectives to the big marketing opportunities ahead of his webcast dedicated to the topic.

Businesses may all share the same goal to grow sales, market share, and profitability this year, but as Peter Krieg, President and CEO at research-driven marketing consulting firm Copernicus explains, they often face a real challenge when it comes to setting clear and effective objectives for their marketing strategy.

He will discuss a process for determining the right marketing objectives in a webcast on January 26, at 1 pm (EST). For more information and to register, visit the Copernicus webcast channel at http://www.copernicusmarketing.com/consult/webcasts.shtml.

According to Peter, marketers have hundreds of ways they can go about growing their brand. They could start at the top of the marketing funnel, for example, and focus on increasing awareness and distribution.

"But should the marketer expand brand penetration with a stronger positioning or lower price? Step up purchase frequency and dollars per purchase with a more satisfying product or service, enhanced promotional activity, loyalty programs, etc.? Work on both?"

In order to get aggressive-yet-achievable marketing objectives in place, Peter suggests marketers take the following three steps:

1. Create a “model” of how your marketing works.
2. Pinpoint where the drag on your brand’s performance comes from—targeting strategy? Advertising creative? Brand positioning? The product itself?
3. Concentrate your attention and marketing resources on those activities which will have the greatest ROI.

Says Peter, "taking the time to understand what stands between your brand and growth goals will dramatically minimize the time and resources wasted when objectives don’t connect to the big marketing opportunities.”

Copernicus Marketing Consulting and Research provides growth-oriented insights and recommendations that help companies dramatically improve marketing performance and launch successful new products. An Aegis Media firm, Copernicus works with leading B2C and B2B brands around the world.


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