Stopwatch Marketing: Take Charge of the Time When Your Customer Decides to Buy (Hardcover) by John Rosen & Anna Maria Turano
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.
After years of advising clients who sell everything from all-natural fruit juice to health insurance, John Rosen and Anna Maria Turano have learned that capturing a consumer’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 styles—Recreational, Painstaking, Impatient, and Reluctant. Rosen and Turano also share the stories of how America’s top brands put the concept of Stopwatch Marketing to work for them.
“Filled with insightful down-to-earth examples of the critical value of strategizing, measuring, and managing time, Stopwatch Marketing is more valuable than ever in a time-stressed world. Up until now the concept and measure of time has not been available to the creators of brand demand. [Rosen and Turano’s] model will become as valuable to marketers as the notion of life style segmentation.” —Dr. Joseph Plummer, chief research officer, The Advertising Research Foundation |
