Reframe The Marketplace: The Total Market Approach to Reaching the New Majority

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9781119100256: Reframe The Marketplace: The Total Market Approach to Reaching the New Majority
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Most businesses are ignoring the more than $4 Trillion new majority market. Is your business one them?
 
Learn how to REFRAME your business for the Total Market
Sometime around 2020, ethnic minorities will become the majority.  Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. While at Ogilvy & Mather, Bowman was a senior partner and managing director at one of the world's largest advertising and communications agencies. Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness.
 
In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities. You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life. The new majority consumer segments are the primary drivers of contemporary social and cultural change, and they influence the behaviors of those to whom brands cater--not the other way around. Bowman teaches you to flip the script and start targeting those who start trends, speak up, and push for progress in all aspects of life. That's the way to see your brand take off and develop the following you have been chasing from the wrong perspective.
Women, non-Christians, blacks, Hispanics, Asians, the LGBT customer segments, among others, are the faces--and deep pockets--of the New Majority. The minority will soon become the majority, and all of them want to be represented in advertising, catered to in the marketplace, and seen, not as individual outliers, but as prominent members of our diverse society. The New Majority wants your company to talk to them. They want to buy from you, but you're not reaching them yet. This book shows you how.
 
You'll learn how to fully prepare and bring Total Market thinking to your office, department, and division, this smartly effective guide fills your toolbox with:
 
·       A self-assessment to evaluate how your enterprise approaches and plans for the New Majority
 
·       A five-level framework to Total Market Enterprise Mastery, which quantifies the strategies and systems companies need to adopt at each development stage
 
·       A convenient tool to measure your company's progressive readiness for the New Majority and the resulting improved position in the marketplace
 
·       A first-of-its-kind index for ranking brands based on meaningful connections with consumers across all racial and ethnic segments, determining what ethnic segments drive the ranking, and pinpointing growth opportunities and revenue potential for particular groups.

The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business. REFRAME: The Marketplace shows you how to capture them.
 
 

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From the Inside Flap:

If you still picture marketing in terms of general market and multicultural, the best you can do in today's world is reach just over half of consumers and shrink your business. By 2020, you will lose consumers' attention to other brands attracting and delighting the Total Market. The time to REFRAME the Marketplace is now, or spend the next 50 years watching other companies capture more than $4 trillion of global consumer spending.

Jeffrey L. Bowman, advertising and marketing's most recognized expert on the Total Market Approach, shares his personal experiences as a thought leader and practitioner working to understand, convert, and retain the emerging consumer segments transforming the makeup of the world's population. In these pages, he mentors you in the knowledge and tools you need to be on the forefront of transforming your company into the answer for the consumer who wants an omnichannel connection to products and services and expects brands to reflect a shared experience—but isn't getting it.

Follow in the footsteps of such worldwide brands as IKEA, Verizon, British Airways, and MetLife by embracing the covered action plans and winning the organizational support of employees and management to refresh your brand in a way more appealing to future generations of consumers. To fully prepare you to bring Total Market thinking to your office, department, and division, this smartly effective guide fills your toolbox with:

  • A self-assessment to evaluate how your enterprise approaches and plans for the New Majority
  • A five-level framework to Total Market Enterprise Mastery, which quantifies the strategies and systems companies need to adopt at each development stage
  • A convenient tool to measure your company's readiness for the New Majority and track your improved position in the marketplace
  • A first-of-its-kind index for ranking brands based on meaningful connections with consumers across all racial and ethnic segments, determining what ethnic segments drive the ranking, and pinpointing growth opportunities and revenue potential for particular groups

The brand champions you need start trends, speak up, and push for progress in all aspects of life, and REFRAME the Marketplace readies you to get their attention—regardless of where they are aligned in the Total Market approach.

From the Back Cover:

GROW YOUR SALES AND EXPAND YOUR REACH BY DEEPENING ENGAGEMENT WITH THE NEW MAJORITY CONSUMER

REFRAME the Marketplace shows you how to see the multihued consumer landscape with fresh eyes and presents a vetted approach to selling your brand to everyone in the Total Market. In the next five years the minority population, what's now referenced as the diverse, will tip the scales and become the majority, and businesses that aren't willing to speak to these consumers in a meaningful way will be left to compete for shares of the less-than-half demographic who used to be its bread and butter. Jeffrey L. Bowman is an innovator and founding practioner, Senior Partner, Managing Director at Ogilvy & Mather, and now leading the $300 billion marketing and communications industry charge. Jeffrey candidly talks about his philosophy and everyday practices for serving delightful customer experiences to the emerging consumers whom the marketing and advertising industry has ignored for the last five decades, including women, the LGBT community, and the followers of non-Christian religions.

REFRAME the Marketplace shows through firsthand accounts what the world's leading brands do to become a Total Market Enterprise™ and supplies an everyday reference that will improve your performance by providing:

  • The groundwork to understand why marketing to the general and multicultural markets isn't effective anymore, and real-world examples of companies getting it right
  • A collection of tools and best practices for determining your company's readiness to sell to the New Majority, restructuring it for continued improvement, and creating a measurement and performance plan
  • Detailed overviews of the three major consumer generations; strategies for accommodating the mobile-first, digital-first New Majority; and predictions on how Generation Z will influence the marketplace

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Book Description John Wiley & Sons Inc, United States, 2015. Hardback. Condition: New. Language: English. Brand new Book. Most businesses are ignoring the more than $4 Trillion new majority market. Is your business one them? Learn how to REFRAME your business for the Total Market Sometime around 2040, ethnic minorities will become the majority of the US population. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. He is a senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies.Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness. In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities.You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life. The new majority consumer segments are the primary drivers of contemporary social and cultural change, and they influence the behaviors of those to whom brands cater not the other way around. Bowman teaches you to flip the script and start targeting those who start trends, speak up, and push for progress in all aspects of life. That's the way to see your brand take off and develop the following you have been chasing from the wrong perspective. Women, non-Christians, blacks, Hispanics, Asians, the LGBT customer segments, among others, are the faces and deep pockets of the New Majority. The minority will soon become the majority, and all of them want to be represented in advertising, catered to in the marketplace, and seen, not as individual outliers, but as prominent members of our diverse society. The New Majority wants your company to talk to them. They want to buy from you, but you're not reaching them yet. This book shows you how.You'll learn how to: * Right size your organization and business planning practices * Tap into a historically underserved market * Effectively reach the other half of the population * Engage the market segment now worth more than $4 Trillion globally The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business. REFRAME: The Marketplace shows you how to capture them. Seller Inventory # AAH9781119100256

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Book Description John Wiley & Sons Inc, United States, 2015. Hardback. Condition: New. Language: English. Brand new Book. Most businesses are ignoring the more than $4 Trillion new majority market. Is your business one them? Learn how to REFRAME your business for the Total Market Sometime around 2040, ethnic minorities will become the majority of the US population. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. He is a senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies.Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness. In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities.You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life. The new majority consumer segments are the primary drivers of contemporary social and cultural change, and they influence the behaviors of those to whom brands cater not the other way around. Bowman teaches you to flip the script and start targeting those who start trends, speak up, and push for progress in all aspects of life. That's the way to see your brand take off and develop the following you have been chasing from the wrong perspective. Women, non-Christians, blacks, Hispanics, Asians, the LGBT customer segments, among others, are the faces and deep pockets of the New Majority. The minority will soon become the majority, and all of them want to be represented in advertising, catered to in the marketplace, and seen, not as individual outliers, but as prominent members of our diverse society. The New Majority wants your company to talk to them. They want to buy from you, but you're not reaching them yet. This book shows you how.You'll learn how to: * Right size your organization and business planning practices * Tap into a historically underserved market * Effectively reach the other half of the population * Engage the market segment now worth more than $4 Trillion globally The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business. REFRAME: The Marketplace shows you how to capture them. Seller Inventory # AAH9781119100256

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Book Description John Wiley & Sons Inc, United States, 2015. Hardback. Condition: New. Language: English. Brand new Book. Most businesses are ignoring the more than $4 Trillion new majority market. Is your business one them? Learn how to REFRAME your business for the Total Market Sometime around 2040, ethnic minorities will become the majority of the US population. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. He is a senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies.Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness. In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities.You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life. The new majority consumer segments are the primary drivers of contemporary social and cultural change, and they influence the behaviors of those to whom brands cater not the other way around. Bowman teaches you to flip the script and start targeting those who start trends, speak up, and push for progress in all aspects of life. That's the way to see your brand take off and develop the following you have been chasing from the wrong perspective. Women, non-Christians, blacks, Hispanics, Asians, the LGBT customer segments, among others, are the faces and deep pockets of the New Majority. The minority will soon become the majority, and all of them want to be represented in advertising, catered to in the marketplace, and seen, not as individual outliers, but as prominent members of our diverse society. The New Majority wants your company to talk to them. They want to buy from you, but you're not reaching them yet. This book shows you how.You'll learn how to: * Right size your organization and business planning practices * Tap into a historically underserved market * Effectively reach the other half of the population * Engage the market segment now worth more than $4 Trillion globally The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business. REFRAME: The Marketplace shows you how to capture them. Seller Inventory # BTE9781119100256

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