Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

Eddie Yoon

Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: They’re obsessed about a specific brand, product or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.

Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10 percent of total consumers, they can drive between 30 and 70 percent of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures and attract new customers.

In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth. He lets readers into the minds of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical and inspiring guide for anyone interested in making their best customers even better.

PeerSphere: Volume 6, Number 3

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

• A feature on how brands can maximize the omni-channel experience
• How brands can gain access to the $10 trillion informal economy
• A CMO roundtable article featuring marketing perspectives on the challenges to executing omni-channel experiences
• How Igloo is working to innovate products and make a difference in consumers’ lives
• Q&A articles with marketing leaders at ASICS and Trust Metrics
• Insights from marketing leaders at Kia Motors, T-Mobile, Verizon, Visa, AT&T, Bank of America and more

PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.