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Eddie Yoon - Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love. They aren't average consumers--they're superconsumers.
Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.
In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he'll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he'll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they're willing to spend so much more than other consumers.
Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.
Contents:
Part 1 - An Introduction to Superconsumers
1 Making Your Best Customers Better
Part 2 - How They Did It
2 Simple, Speedy Strategies to Win: Great Snacks
3 Breaking the Rules to Win: Easy Grocery
4 Using Superconsumers to Create New Categories: American Girl
Part 3 - How You Can Do It
5 Building Relationships
6 Influencing Other Consumers
7 Finding Opportunities and Aligning Your Organization
8 Building a Culture
Notes
Index
Acknowledgments
About the Author
Eddie Yoon is a Principal with The Cambridge Group, a growth-strategy firm that is part of Nielsen. Over his seventeen years at TCG, he has helped clients drive over $1 billion of profitable growth in the areas of consumer packaged goods, retail, media, and technology. He is an expert in superconsumers, category creation, marketing, innovation, and retail execution.
Format: PDF
Length: 235 pages
Published: 2016 by Harvard Business Review Press
ISBN: 1633692086
xx
support my listings - book / audiobook requests form - thank you
https://linktr.ee/libraryaisle42
xx
Eddie Yoon - Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love. They aren't average consumers--they're superconsumers.
Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.
In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he'll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he'll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they're willing to spend so much more than other consumers.
Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.
Contents:
Part 1 - An Introduction to Superconsumers
1 Making Your Best Customers Better
Part 2 - How They Did It
2 Simple, Speedy Strategies to Win: Great Snacks
3 Breaking the Rules to Win: Easy Grocery
4 Using Superconsumers to Create New Categories: American Girl
Part 3 - How You Can Do It
5 Building Relationships
6 Influencing Other Consumers
7 Finding Opportunities and Aligning Your Organization
8 Building a Culture
Notes
Index
Acknowledgments
About the Author
Eddie Yoon is a Principal with The Cambridge Group, a growth-strategy firm that is part of Nielsen. Over his seventeen years at TCG, he has helped clients drive over $1 billion of profitable growth in the areas of consumer packaged goods, retail, media, and technology. He is an expert in superconsumers, category creation, marketing, innovation, and retail execution.
Format: PDF
Length: 235 pages
Published: 2016 by Harvard Business Review Press
ISBN: 1633692086
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