Seven Steps to Unlocking Marketing Effectiveness in India Marketers across India spend more than $5 billion each year, but it’s estimated that up to 30 percent misses its mark—that’s $1.5 billion in wasted marketing spend each year! Here’s a seven-step framework that will help determine a marketer’s choice of media, timing of exposure and the size of investment, thereby optimizing media spends. Click here to read more
Do Big Brands Matter? A brand’s performance can vary dramatically by retailer. Given that 99 percent of Australian shoppers have shopped in both major grocery retailers in the past 12 months, it boils down to the major retailers’ commercial imperatives and category priorities driving the variation in brand ranking. Click here to read more
Winning at Sustainability—Turning Principles into Action With more people saying they’re willing to pay more for products and services from socially responsible companies, how can companies communicate that they’re on the same page? Making your social commitment clearly visible on your product packaging is not only a good way to tout your product’s benefits, but it can also be the difference between a purchase and a pass for many consumers. Click here to read more
Pat McGauley, VP, Innovation, Anheuser-Busch, Inc.
Success is never certain, but marketers can predictably and consistently flip historical new product performance from 85 percent failure to 85 percent success.
In this webinar, we’ll share stories from the 2014 Breakthrough Innovation winners—whose offerings were in the top 3 percent of all launches—to show you how inverting the success rate numbers is doable…for every company, in any category, at any time.