From Publishers Weekly
There's a group of people, Keller and Berry posit, who are responsible for driving trends, influencing mass opinion and, most importantly, selling a great many products. These are the Influentials, the early adopters who had a digital camera before everyone else and who were the first to fly again after September 11. Like Malcolm Gladwell (The Tipping Point), these authors are keen to point out a common phenomenon and spin it for the edification of marketing executives. Their assertion is that 10% of Americans determine how the rest consume and live by chatting about their likes and dislikes. Keller and Berry spend most of the book bolstering their theory with extensive findings from Roper polls (both authors work for Roper). Following this is a suggested plan of action for capturing Influentials' interest, with suggestions on how to target them, how to sell and even how to treat them in a customer service setting. Being an Influential today is similar to being a Vanderbilt in a bygone era: "[T]he company should invite them in and engage them in a conversation... and keep tabs on them in the weeks that follow." Because its points are so concrete and straightforward, the book should have little trouble finding adherents who want to woo such a powerful consumer base. Keller and Berry's theories are compelling and exceedingly well researched, and should be a boon to anyone looking to promote the next big thing.
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
From Library Journal
Veterans of RoperASW, Keller and Berry based their first book on decades of research through the Roper Polls. Their findings suggest that one in ten people affects the way everyone else thinks via word of mouth. Presenting profiles of 12 such "Influentials" along with results of the polls, the authors argue that the most influential people in America are often everyday people, folks in one's own neighborhood who are active in civics, charities, and religious institutions. The premise is that marketers who understand these dynamics can focus their resources on these individuals in order to influence everyone else. Though the authors support their arguments with an impressive array of statistics, provided in minute detail to substantiate the premise, a much more lively discussion of a similar theme can be found in Malcolm Gladwell's The Tipping Point. Clearly targeted toward practicing marketing professionals and business executives, this book is appropriate for libraries with specialized collections, such as those in business schools and advertising/PR agencies.
Stephen Turner, Turner & Assocs., San Francisco
Copyright 2002 Reed Business Information, Inc.
Stephen Turner, Turner & Assocs., San Francisco
Copyright 2002 Reed Business Information, Inc.
