When the economy gets shaky, consumers tend to spend less overall, and they look for more bargains when they do spend. If this is always true, then how do we explain how Apple generated $3B in iPad sales in 90 days during the Great Recession? If everyone is reducing their spending across the board, how does a nonessential and relatively expensive item like an iPad generate such large sales numbers during a severe recession? Is it because of the Apple logo or is something else at play?
It turns out there are two distinctly different types of consumers with two different sets of values – the NEO consumer who is driven more by authenticity, design and uniqueness as opposed to the traditional consumer who is driven by price, features and status.
Join us as we talk with Mike Hetherman of Willis about the impact of NEO consumers on the countertop business.
- What’s the benefit of marketing to NEOs?
- How do we identify NEOs?
- How do we market to NEOs?
- How do we use this knowledge to improve our businesses?
If you want to get out of the lowest-price-per-square-foot game, understanding the impact NEOs can have on your business is a game changer.
About the International Surface Fabricators Association (ISFA) The International Surface Fabricators Association (ISFA) is globally recognized as a premier trade organization serving the architectural surface industry. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else. Learn more at www.ISFAnow.org.
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
The Brothers Ortiz
The Brothers Ortiz is the story of two brothers–both successful, but in very different ways. Gabe Ortiz becomes a third-highest ranking officer in all of Texas while his younger brother Larry climbs the ranks in Puro Tango Blast, a notorious Texas Prison gang. Gabe doesn’t know all the details of his brother’s nefarious dealings, and he’s made a point not to ask, to protect their relationship. But when Larry is murdered during a home invasion in a rented beach house, Gabe has no choice but to look into what happened that night. To solve Larry’s murder, Gabe, and the whole Ortiz family, must ask each other tough questions.