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Session Description:
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, aren’t ticking at
all.
For today’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.
Stopwatch Marketing unveils a systematic
and research-based way to capitalize on
four different types of shopping
styles—Recreational, Painstaking,
Impatient, and Reluctant.
Rosen will also share the stories of how
America’s top brands put the concept of
Stopwatch Marketing to work for them.
You’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
-
Commerce Bank turned a typically
Reluctant shopping experience to an
“ask for” Recreational experience
-
Whole Foods reinvented the
supermarket shopping experience to
slow down their customers’ clocks.
-
Microsoft exploits shoppers’
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.
This session is appropriate for senior financial services
executives with responsibility for Retail Banking, Marketing, Market Research and Strategy groups.
About John D. Rosen:
John is responsible for overall
direction of client engagements
involving new business creation,
branding, new product development and
channel management.
John has over twenty-five years of sales
and marketing management, as well as
strategic consulting experience. He has
helped firms deliver real unit growth
both domestically and globally across a
wide range of industries: telecom,
electronics, beverages, consumer
packaged goods, consumer durables,
retailing, financial services, and
automotive & industrial products.
John’s consulting career includes
domestic and global client
responsibilities as a Senior Partner at
Marketing Corporation of America and as
a Managing Director at Oliver, Wyman,
and Company.
Before his consulting career, John
worked at Quaker Oats, Coors Beer,
Mattel Toys, and Simon & Schuster Books.
John received his B.S. from Washington &
Lee University and an M.B.A. from
Northwestern University.
About
MCAworks:
MCAworks is a strategic consulting firm
passionately dedicated to helping our
clients achieve their growth objectives.
Our mission is to help our clients
accelerate and sustain business growth
by identifying and capitalizing on
market-driven insights and
opportunities.
We are comprised of committed,
accessible senior marketing
professionals who...
-
Work with clients to identify
opportunities that accelerate and
sustain business growth
-
Assess the potential of new
businesses, brands, products,
markets and channels in creating new
growth opportunities
-
Bring senior marketing know-how to
our assignments based on a 25-year
history of building business and
brands for our clients and for
ourselves
-
Apply lessons learned from
experience with established
companies, global businesses and
start-ups across a range of industry
sectors
Our Approach is to:
-
Uncover key insights and make
critical connections that others
seem to miss
-
Mine experienced “outside”
viewpoints as valuable inputs to
shaping growth acceleration
opportunities
-
Develop an aspirational vision to
ensure long-term success in an
increasingly competitive and dynamic
marketplace
-
Achieve consensus on near-in and
stretch opportunities in pursuing
new customers and products in new
channels and markets
-
Articulate metrics for tracking
performance against expectations
-
Leave behind an implementation
“roadmap” that addresses critical
organization and infrastructure
success requirements
www.mcaworks.com
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