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.
Mục lục
Preface ix
Chapter 1 History 1
Chapter 2 The Need for Laddering 19
Bell South 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
Giới thiệu về tác giả
ERIC V. HOLTZCLAW is founder and CEO of Laddering Works, a marketing strategy firm, and Vice President at Possible NOW, 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.
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