Influentials One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

Name: Influentials One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
Price: 3.41 USD
Availability: InStock
ISBN: 9780743227292

ISBN-10: 0743227298

ISBN-13: 9780743227292

Edition: 2003

Authors: Edward B. Keller, Jonathan L. Berry, Edward Keller, Jonathan Berry

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One American in ten tells the other nine how to vote, where to eat, and what to buy. They are The Influentials Who are they? The most influential Americans -- the ones who tell their neighbors what to buy, which politicians to support, and where to vacation -- are not necessarily the people you'd expect. They're not America's most affluent 10 percent or best-educated 10 percent. They're not the "early adopters," always the first to try everything from Franco-Polynesian fusion cooking to digital cameras. They are, however, the 10 percent of Americans most engaged in their local communities...and they wield a huge amount of influence within those communities. They're the campaigners for… open-space initiatives. They're church vestrymen and friends of the local public library. They're the Influentials...and whether or not they are familiar to you, they're very well known to the researchers at RoperASW. For decades, these researchers have been on a quest for marketing's holy grail: that elusive but supremely powerful channel known asword of mouth.What they've learned is that even more important than the "word" --whatis said -- is the "mouth" --whosays it. They've identified, studied, and analyzed influence in America since the Standard Oil Company of New Jersey (now Exxon) hired Elmo Roper himself to develop a model for identifying opinion leaders, and inThe Influentials,they are finally ready to share their results. A few samples: Influentials have been the "early majority" -- leading indicators of what Americans will be buying -- for more than five decades, from choosing energy-efficient cars in the 1970s to owning computers in the 1980s to adopting 401(k)s and IRAs in the 1990s to using the Internet and cell phones today. Influentials have led the way in social development as well, from the revival of self-reliance (in managing their own health care, investments, and consumption) to mass skepticism about the marketing claims of everything from breakfast food to politicians. Although America's Influentials have always been powerful, they've never been more important than now. Today, a fragmented market has made it possible for Influentials to opt out of mass-message advertising, which means that a different route must be taken to capture their hearts and minds.The Influentialsis a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted.The Influentialsfeatures a series of rules and guidelines for marketing to Influentials; case studies of products that have prospered because of Influential marketing (and products that have failed because they lacked it); a history of the phenomenon...and why Influentials are more influential today than ever; and profiles of twelve real-life Influentials. Both an intellectual adventure and a hands-on marketing manual,The Influentialsis an extraordinary gold mine of information and analysis that no business can afford to ignore.

Book details

List price: $28.00
Copyright year: 2003
Publisher: Free Press
Publication date: 1/13/2003
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.188
Language: English

Ed Keller is the CEO of RoperASW. A global marketing research and consulting firm, RoperASW serves many of the world's leading companies in the areas of brand strategy, customer loyalty management, corporate reputation, and communications effectiveness. A nationally recognized expert on marketing and consumer trends, Keller serves on the board of directors of the Advertising Research Foundation and is a member of the Market Research Council.



Introduction



Who Are the Influentials?


Demographics Are Not Influence


Shared Characteristics and Diversity


The Activists


Profile: Isabel Milano


People Who Are Connected


People with Impact


Profile: Larry Lee


People with Active Minds


A Product That Works: The Cell Phone


Trendsetters


A Product That Can Wait: E-Books


Case Study: The Entrepreneurial Wave


Are Influentials Born or Made?



The Influential Personality


A Clear Sense That "This Matters"


Aspirations: The American Dream, the Good Life, and Life's Necessities


Belief in Growth and Change


Profile: Shelley Miller


Balancing Community and Self


Values: Family and Engagement First


Where They Are Satisfied and What They're Working On


Profile: Rick White


Case Study: Green Marketing--the Influential Balance


An Idea That Works: The Integrated Home


Idiosyncrasy



The Influence Spiral: How Influentials Get and Spread Ideas


The Spiral of Influence


Profile: Sophie Glovier


The Water Station


Multiple Sources of Information


Nothing Beats Word of Mouth


If You Get It, Share It


Continuous Provement


Case Study: Influential "Inflection Points" and "Plateaus"


Media: In the Beginning Was the Word


But They Use Other Sources, Too


Profile: Teresa Graham


An Idea That Works but Should Work Better: E-Commerce


They Trust Their Instincts



The Message of Influentials: The Age of Autonomy and the Rise of Self-Reliance


The Self-Reliance Movement


The New Century: The Changes Come to the Surface


Older, More Educated, and More Adept


The Role of Influentials


Opportunities and Challenges


A Different Kind of Activism


Thinking Out of the Orthodox Box


Profile: Mike Williams


Return to Values


Different Levels of Confidence


"The Best Places to Have Money"


Implications for Government and Institutions


Self-Improvement and Learning


Profile: David Pendergrass


A Time for Building Up



The Influential Vision: Seven Trends for the Future


A Window onto the Future


The Legacies Agenda


Profile: Leonard Pitt


Global Connections


High Pace, High Peace


A PC-Centered World


Living Longer Stronger


Profile: Walter Arrowsmith


No Big Brothers


The Limits of Convenience



Developing an Influential Strategy: Six Rules for Getting into the Conversation


"Mission Control: We've Got a Problem"



Be Where the Information Is



When Critics Come Knocking, Invite Them In



Get Out into the Community



Make It Easier--Then Make It Easier Still


A Product That Works: Debit Cards


Profile: Tim Draper



Know "The Exceptions"--and Keep Up with Them



Be a Brand, and Tell the World


Profile: Sarah Vokes


The Good News--and Your Challenge


Notes on Methodology


Acknowledgments


Index