Laddering: Unlocking the Potential of Consumer Behavior

Overview

WAKE UP!

It's a consumer-powered economy.

The introduction of new disruptive technologies in recent yearshas changed the rules of marketing and product development forever.You no longer control where and how consumers receive marketingmessages. The consumer is in charge, with almost limitless choicesfor making a purchase in a shrinking decision window. Consumers arelooking for a relationship, not a ...

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Overview

WAKE UP!

It's a consumer-powered economy.

The introduction of new disruptive technologies in recent yearshas changed the rules of marketing and product development forever.You no longer control where and how consumers receive marketingmessages. The consumer is in charge, with almost limitless choicesfor making a purchase in a shrinking decision window. Consumers arelooking for a relationship, not a transaction—they want to beacknowledged and understood. Therefore, it is crucial to understandwhat drives customer behavior in order to design products,marketing, and experiences that will succeed.

Laddering outlines a process that powers companies to abetter understanding of customers by asking the right questions ofyour customers and your data. To make smart decisions and determinetrue ROI, it is vital to get to the core of a customer's behavior.Laddering provides the framework for evaluating whatmarketing messages, campaigns, and experiences are most appropriatefor your audience. Author Eric Holtzclaw's process will create thewisdom you need to unlock the potential of your product or servicein today's marketplace. Inside, you will learn how to:

  • Understand your customers' DNA; that is, why consumersbuy from you
  • Capitalize on the true patterns of why people buy
  • Unlock your company's big data to make smarter, informeddecisions
  • Define the consumers' core motivations and buyingecosystem

Marketing and product development teams need a wake-up call toshift their focus to what's really important. It's time to createnew rules—and new ways of doing business and measuringsuccess. Laddering makes you look at your customers in a newlight to see a path to maximizing your profits and reducing yoursupport costs. Understand what to build and how to market forsuccess in the new many-to-many economy.

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Product Details

  • ISBN-13: 9781118566121
  • Publisher: Wiley
  • Publication date: 7/15/2013
  • Edition number: 1
  • Pages: 224
  • Sales rank: 1,521,928
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

ERIC V. HOLTZCLAW is founder and CEO of Laddering Works,a marketing strategy firm, and Vice President at PossibleNOW, theindustry leader in preference management. Eric has spenttwenty-plus years identifying and capitalizing on emerging trendsin technology. Eric's professional experience includes foundingUser Insight, a user research firm that advises Fortune 500 brandson consumer strategy. Eric's weekly radio show, The "Better You"Project, shines a spotlight on entrepreneurs' businessjourneys. His column, "Lean Forward," appears weekly on Inc.com,and he is a regular contributor to CMO.com.

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Table of Contents

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

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