Laddering

ISBN-13: 9781118566121 / Angielski / Twarda / 2013 / 224 str.

Eric V Holtzclaw

Opis

Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you.

• Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs
• Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate
• Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com.

You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.

Spis treści

Preface ix

Chapter 1 History 1

Chapter 2 The Need for Laddering 19

BellSouth Case Study: But Would You? 37

Chapter 3 Laddering Defined 45

Cruise Line Case Study 59

Chapter 4 The Steps to Laddering 65

The Social TV Case Study 80

Chapter 5 Confirming and Fine–Tuning Your Ladders 91

The Social Media Family Case Study 106

Chapter 6 Latticing: Finding the Overlap in Ladders 117

Travel Personas Case Study 135

Chapter 7 Lensing 143

Chapter 8 Practical Application of Laddering 165

BISSELL Word–of–Mouth Marketing Case Study 182

Chapter 9 The Way Forward 189

Index 203

O autorze

ERIC V. HOLTZCLAW is founder and CEO of Laddering Works, a marketing strategy firm, and Vice President at PossibleNOW, the industry leader in preference management. Eric has spent twenty–plus years identifying and capitalizing on emerging trends in technology. Eric′s professional experience includes founding User Insight, a user research firm that advises Fortune 500 brands on consumer strategy. Eric′s weekly radio show, The "Better You" Project, shines a spotlight on entrepreneurs′ business journeys. His column, "Lean Forward," appears weekly on Inc.com, and he is a regular contributor to CMO.com.

Blurb

Praise for Laddering

"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric′s insightful experience to improve your communication with the people who buy and use your products."
BRETT FARMILOE, Employee 01, Markitors

"Big data isn′t about the numbers. It′s about the people who are represented by the numbers. Laddering shows you how to effectively build and nurture relationships with your customers."
JOHN DAVIDSON, CEO, Curious Analytics

"This is the manual on interview techniques that anyone in the customer discovery phase of their lean startup should religiously read. Put this book next to Eric Ries′s and Steve Blank′s books on lean startups. Without it, you′re just fooling yourself about what your customers want."
MICHAEL MEALLING, cofounder, Pipefish

"The new economy requires that you get to know your customers intimately. Eric provides the techniques you need to ask, listen, and learn from your customers. The approach he outlines in Laddering drives new strategies that lead to increased customer engagement."
SCOTT FREY, President and CEO, PossibleNOW

"From Bernays to Blakley . . . Holtzclaw goes beyond big data and asks the crucial question of consumer behavior: why? Eric is the consumer′s champion, diving deep into our DNA. He explains why Groupon is failing and why big data is not our savior."
BRANDY NAGEL, author of Digitally Famous