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“Moneyball Marketing” Featured in Fast Company

“Moneyball Marketing” Featured in Fast Company

[1]
GameChanger CEO Larry Popelka’s new book MoneyballMarketing is featured by Fast Company columnist Kaihan Krippendorff this week.  Learn more about this exciting new approach to build your consumer products business using more cost-effective and cutting edge innovation tools.  Click here to read the Fast Company Moneyball Marketing Article [2].  Click here to get the Book – Moneyball Marketing [3].
Excerpts from the Fast Company article:

Catch New Customers with Moneyball Marketing
How can marketers make it today, in a world of hundreds of devices sourcing thousands of channels?… Luckily, some people have figured out how to thrive in the new world, and I got a chance to speak to one of them: Larry Popelka, author of one of my favorite innovation columns on Bloomberg Businessweek [4] and author of the just-released book, Moneyball Marketing [5].

The calculus has changed.
Your company’s revenue growth depends on three key metrics: (a) conversion rate (the cost to acquire a customer), (b) retention rate (your ability to retain a customer), and (c) revenue per shopper. All three are facing disruption….

Shorten the time from message to sale.
Direct-response marketing was once just for people with toll-free numbers who wanted to sell you Ginsu knives or miracle diets. But now everyone should be in the business for two reasons. First, it’s easy: Your buyers are online and are comfortable buying online. Second, it’s smart: It allows you to refine your message inexpensively before you test it out on traditional channels…

Shorten the time from sale to analysis.
If your marketer spends his time pouring over last month’s sales figures to determine what is working, you are falling behind. Today, smart marketers base marketing analysis off of more immediate data from scanners and panels…

The calculus has changed.
Your company’s revenue growth depends on three key metrics: (a) conversion rate (the cost to acquire a customer), (b) retention rate (your ability to retain a customer), and (c) revenue per shopper. All three are facing disruption. When advertising was about spending millions on Super Bowl ads, for example, companies were happy with a conversion rate of 0.01%. But by targeting messages cleverly, smart marketers can achieve conversion rates of 5%. Diapers.com, for example, doesn’t advertise on TV and can instead place offers on specific websites and searches to directly reach mothers of young children….

Click here to read the full article. [6]

GameChanger can help you develop your own Moneyball Marketing Program. Visit us at www.gamechanger.net [7], or send us an email [email protected] [8] for more information.