IT’S YOUR UP
Three Marketing Must-Reads
for Any Retailer
O
Paul Freidrichsen
Paul Friederichsen is
a partner in The Blake
Project, a leading brand
consultancy and a
contributing writer to
Branding Strategy Insider
and the New York
Daily News.
n the subject of marketing and branding, there are tons of books that you can
benefit from, even if you just download them to your tablet or laptop and refer-
ence them from time to time. Here are a few of my recommendations:
The Customer Store: Find the Best Customers for Your Business by Marty Gould.
I became a fan of Marty after sitting in on one of his dynamic education sessions at
Surfaces. His book is one of the best I’ve read for straightforward, no-nonsense advice
to the small business owner when it comes to a practical approach to marketing. Marty
gets down to business and writes in a clear, concise teaching style, providing plenty of
examples that you can identify with and learn from.
As the book title implies, the secret to marketing success is all about knowing your
customers. Lifestyle segmentation is the key and “is based upon the simple premise:
People who live in the same neighborhoods generally share the same lifestyle character-
istics …” and are, therefore, easier to reach. Marty gives the reader a solid understand-
ing of this, along with applications for any business.
Knowing your customer is one thing, but knowing what drives, motivates and appeals
to them is another. That’s where the book Meconomics 101 — 16 Ways to Improve Your
Marketing, Selling and Business Management for Today’s Consumers by Brian E. Gracon,
PhD comes in handy. I’ve known Brian for years and have co-presented with him at
Surfaces. His premise is that consumer behavior can generally be distilled down to three
“states of wants” or “lenses” that all advertising is viewed through. When people are look-
ing for “what’s in it for them,” it’s often based upon the want for self-image enhancement,
entertainment or pampering.
Lifestyle segmentation is the key and “is based upon the
simple premise: People who live in the same neighborhoods
generally share the same lifestyle characteristics …”
6 Premier Flooring Retailer | Q3 2017