The rush for influence marketing in the digital age has spawned many ‘influencers’ who will peddle products for a few cents. But the true influences are consumers who buy your brand products again and again over the years and are furious if you get the features or design wrong. In Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, Eddie Yoon tells the reader why they must focus on this 10 percent and how these superconsumers can drive sales and improve your products.
Eddie Yoon is a Principal with The Cambridge Group, a leading growth-strategy firm that is part of Nielsen. He has helped clients achieve well over $1 billion in annual profitable growth during his nearly two decades at TCG. As a regular contributor to Harvard Business Review, Eddie writes frequently on the ideas of superconsumers and category creation. He lives in the western suburbs of Chicago with his wife Kristen and their three children and tries to get back to Hawaii, where he was born and raised, as often as he can.
Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Author: Eddie Yoon
Hardcover: 240 pages
Publisher: Harvard Business Review Press (December 20, 2016)
ISBN-10: 1633692078, 978-1633692077
Superconsumers Summary
The authors begins with a story or let’s say a case study that shows how focusing on your star consumers can spell growth and even move the otherwise slow-moving products give better returns than fast moving, low priced consumables. He then goes on to define who these superconsumers are. Although definitely well-targeted, it is difficult to find this superconsumer population. But with data analysis finding this population is worth the effort. The author claims that Superconumers can drive between 30 to 70 percent sales and give important feedback and insights to improve the product.
The author cites data from Nielsen and more case studies to show how Superconsumers and a strategy to cater to this elite group can lead an all round improvement. The result is a win-win situations fro both consumers and the company which results in better sales. The author also digs into how superconsumer communities are formed and how you can help create these. From American Girl to Keurig, the author shows how various brands use the Superconsumer philosophy to reach higher growth and make better products.
Superconsumers Reviews
The advanced readers have given mixed reviews about the book. They believe the book is a good resource for those in sales, but the it lacks specific information when it comes to the most important part – how to find superconsumers.