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.
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.
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