Finders & Keepers. How the world’s most powerful customer is changing everything. Rob Schlyecher.
Finders & Keepers. How the world’s most powerful customer is changing everything. Rob Schlyecher.2015. ISBN 9780994059307. The book is an application of work by Christopher Norton and the authors company Spring Advertising on the market vertical called the New Economic Order, or as the author calls it Finders. Finders are less than half the population, yet control 75% of the discretionary spending. Keepers (bargain hunters, sit on their wallets and thus have a very small part of the spending). If your product is too often all about the price ( Cars, real estate, commodities) then you are talking ot the Keepers. In other word, a race to the bottom. Finders are foodies, love the artisan, look for out of the way shops, love the authentic experience. Finders will often pay full retail as they respect the product value. Eg Lululemon, Subaru, iPhone, Trader Joe’s, Brew pubs, Vinyl records. Keepers love WalMart. The premise is very easy to grasp, but the application can be difficult if your company is not Finder friendly or oriented. Worthwhile book to read, and clearly written ( They must write good copy at Spring) . Every marketer should read this one., if only for the fascinating case studies.
Category: Branding, Innovation, Marketing, Pricing
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