About
Imagine that everyone in a store is carrying a stopwatch, but each one ticks at a different speed. Those with fast stopwatches just want to get in and out with a minimum of fuss. (Think of someone who’s late to a party, grabbing a bottle of wine as a gift). But those with slow stopwatches are willing to devote a lot more time and energy to making a purchase, and are much more open to influence. (Think of a wine expert choosing the perfect vintage for a first date.)
Smart business people instinctively adjust their marketing to match the shopping styles of their customers. Now with Stopwatch Marketing, readers will have a systematic way to capitalize on the four types of shopping situations — Recreational, Painstaking, Impatient, and Reluctant. They’ll learn why the strategies that work great for customers in one situation will fail in the others. And they’ll have the tools to build an entire marketing strategy around Stopwatch principles.
John Rosen and AnnaMaria Turano, who lead one of America’s most prestigious marketing consultancies, have spent years helping clients analyze, evaluate, and respond to the time sensitivity of their customers. They share case studies of what works and what doesn’t, for businesses ranging from mom-and-pop stores to consumer products giants.
Consumers are bombarded with thousands of marketing messages every day, but most of these messages are wasted on the wrong consumers at the wrong time. Today’s biggest marketing challenge is to align the content and timing of your messages with the amount of time buyers have allocated for hearing them. This book shows you how to do it.
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