David LaBonte

Shiny Objects Marketing: Using Simple Human Instincts to Make Your Brand Irresistible

Издательство: John Wiley and Sons, Ltd, 2008 г.
978-0-470-35767-5
Книгопечатная продукция
Объем: 224 стр.

What will stop your customers dead in their tracks to take notice of your product? What will make them want to take a closer look? How do you get them to reach out and touch your product, grab it, and not let go?
The answer to all these questions, says David LaBonte, is contained in the deceptively simple Shiny Objects Marketing principle: "People, as all creatures, are innately attracted to shiny objects. If you can make your brand, product, or service a shiny object to your customers and prospects, you`ll be immensely successful". In "Shiny Objects Marketing: Using Simple Human Instincts to Make Your Brand Irresistible", LaBonte shows you how to turn your products and services into your customers` irresistible shiny objects.
LaBonte explains exactly what makes a shiny object - it grabs attention, drives curiosity, demands to be touched, and ultimately demands to be bought. He identifies the obstacles inside and outside of a company that get in the way of a shiny object and provides strategies to make your shiny object stand out among the many others already out there.
Using simple models, case studies and examples, as well as interviews with marketers, he explains how to put these concepts to work in the real world, analyzing in detail actual marketing programs that were successful because they used these principles - as well as programs that flopped because they ignored them. And he provides the tools - such as the Shiny Object Quadrants and the Five Shiny Object Facets - to apply these successful techniques to any product or service.

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