Sales & Marketing Management - July/August 2008 - (Page 19)

A s a leader in our category, trade customers expect us to bring them market-level consumer insights they can use to help make successful business decisions— decisions that benefit the consumer, the trade and Whirlpool. By being more knowledgeable about local marketplaces with respect to data, such as size of the appliance industry and consumer demographics, Whirlpool can help tailor programs, advertising/promotions and recommended product selections to specific local markets. No longer is a cookie-cutter national program or plan to sell recommendations meaningful or necessary to our trade base, unless it makes sense in their MSA and is supported by facts. As a leading supplier, we have the opportunity and the responsibility to identify best-in-class consumer insights that lead to revenue-generating actions that drive mix, delivering innovation to the consumer and meeting the needs for robust long-range planning. This type of information will help us do that. — Sam Abdelnour Vice president of North American sales, Whirlpool of nationwide consumer data published annually by S&MM. Thankfully, the Survey’s hiatus is coming to an end, as the 2008 edition is scheduled to be available in August. And it will be a Survey unlike any you’ve seen before. Having undergone the most dramatic makeover in its 80-year history, no longer is the Survey a standalone print publication, but an exclusively online product with customized search and report capabilities. Nonetheless, the information it contains will be instantly familiar to longtime S&MM readers. As with its predecessors, the 2008 Survey features comprehensive statistics, rankings and projections for every county and media market within the United States. These include effective buying income (EBI, a measure of disposable income) and the buying power index (BPI, a measure of spending power based on EBI, population and retail sales). The digital format allows you to customize searches by demographic categories, including age, race, city, county and state. Rankings are divided by Core Based Statistical (background) istock photo; photo illustration by Beth Meyers; por trait courtesy of Whirlpool Corporation; Doug Ingle Areas (CBSAs), geographic areas delineated by the U.S. Census Bureau, as well as television or broadcast markets established by Nielsen Media Research. All data was provided by market research leader Claritas, one of S&MM’s sister companies under The Nielsen Company umbrella. Taken together, the information presented in the Survey of Buying Power paints the most comprehensive picture of present-day consumer demographics available, making it an invaluable aid in the development of corporate sales and marketing strategies, as well as a critical resource for realtors, media buyers and franchise companies. But you don’t have to take our word for it. Accompanying this article are testimonials from several of your peers—among them two recent S&MM cover story subjects—all forward-thinkers who fully grasp the Survey’s potential. Ultimately, your bottom line will thank you for following their lead. Editor’s Note: The 2008 Survey of Buying Power will be available for a subscription price of $99, $199 or $299. For more details, log onto www.surveyofbuyingpower.com. www.salesandmarketingmanagement.com JULY/AUGUST 2008 SALES &MARKETING MANAGEMENT 19 http://www.surveyofbuyingpower.com http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - July/August 2008

Sales & Marketing Management - July/August 2008 Contents Editor's Letter Brian Tracy University Smart Sales Sales Strategy Smart Marketing Marketing Strategy Smart Management Management Strategy The Mother Lode of All Market Data Returns Embracing the Future Training Technology Incentives/Motivation Don't Become a Target Abroad Book Excerpt On the Road The Way I See It

Sales & Marketing Management - July/August 2008

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