Stopwatch Marketing

Stopwatch Marketing

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How long does it take to buy a loaf of bread? A pair of shoes? A car? These are trick questions. Imagine a hundred potential customers in the same store, each holding a stopwatch. Some of their stopwatches are ticking very fast (grabbing a bottle of wine before a party), some glacially slow (agonizing over the perfect bottle for a first date). Some, in fact, arena€™t ticking at all. For todaya€™s savvy marketers understanding how much time and energy consumers are willing to spend shopping for their product or service is the single most important (yet overlooked) factor in maximizing sales. After years of advising clients who sell everything from all-natural fruit juice to health insurance, John Rosen and AnnaMaria Turano have learned that capturing a consumera€™s attention at precisely the right time and holding it through the purchase decision requires a strategy that they call Stopwatch Marketing. It is the method of adjusting your marketing strategies to match the shopping styles of your customers. Stopwatch Marketing unveils a systematic way to capitalize on four different types of shopping stylesa€”Recreational, Painstaking, Impatient, and Reluctant. Rosen and Turano also share the stories of how Americaa€™s top brands put the concept of Stopwatch Marketing to work for them. Youa€™ll learn how: Goodyear turned Assurance with TripleTred tires into a billion-dollar success story built on a shopping cycle that takes less than an hour. Roto-Rooter became the only legitimate brand in its category by controlling the typical Yellow Pages usersa€™ 50-second search pattern. Whole Foods reinvented the supermarket shopping experience to slow down their customersa€™ clocks. Microsoft exploits shoppersa€™ reluctance to spend time researching alternatives to their Office software. Lexus begins targeting customers up to a year before they set foot inside a dealer showroom. In a world where consumers are assaulted with thousands of different marketing messages every day, the biggest challenge is to align the content and timing of your messages to the amount of time buyers have for hearing them.Stopwatch Marketing shows how to do just that and increase your bottom line as a result.There, the manufacturers of handsets are at least equal partners with providers of cell phone service. ... phone buyers get a new handset only when also signing up for a new cellular service plan; 29 percent buy only to repair or replace a broken or lost phone. ... All by itself, this fact explains why Nokia, the worlda#39;s largest cell phone manufacturer, has stubbed its toe in America, where its 16 percent market anbsp;...


Title:Stopwatch Marketing
Author: John Rosen, AnnaMaria Turano
Publisher:Penguin - 2008-01-31
ISBN-13:

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