Mark Healy, P.Eng, MBA, is a partner at Satov Consultants – a management consultancy with practice areas in corporate strategy, customer strategy, operations and strategy implementation. Mark’s focus areas inside the Customer Strategy practice include consumer insights, pricing, customer experience, innovation and go-to-market strategy. He is a regular speaker and media contributor on topics ranging from marketing to strategy, in telecom, retail and other sectors. Mark is known as much for his penchant for loud socks and a healthy NFL football obsession as he is for his commitment to coaching and developing professionals early in their careers. He is a passionate Queen’s Engineering and Ivey Business School grad, and currently serves as Chair of the Ivey Alumni Association Board of Directors. Mark lives with his wife Charlotte and their two bulldogs, McDuff and Duke, in Toronto.
What NFC means to consumers and marketers
Near field communication (NFC) is coming to mainsteam smart phone devices, changing the way consumers make payments forever
How to create a powerful brand
Most organizations use a three-step process, and the findings should be pulled together as an elevator pitch for everyone at your company
You have eight seconds to hook a consumer
So says the former CMO of Kodak, which is why developing a simple, compelling and very clear value proposition is critical to landing net-new business
Customers need context to help set prices
Asking about perceptions of value-for-price relative to competition is a better way to assess satisfaction than asking straight-up whether they are happy with current pricing
Seek customer input before setting prices
Relying on gut feel and what seems intuitive to the executive team, marketing team and sales team is inadvisable, and it will likely lead to sub-optimal decisions
Smart focus groups follow three Ps
Maximize their return with the right mix of participants, preparation and performance
The right time to deploy focus groups
There are situations that call for this type of approach, and proven techniques to carry out the research
If you’re going to spy, do it right
A company is playing a dangerous game if it doesn’t play by the rules of competitive intelligence
Spying on competitors can be road to ruin
You have to live with the decisions you make, and your firm’s reputation depends on them
Clash of generations: brace for impact
There is gut-wrenching change on the way as Millennials enter the work force
