For the 168th episode of The Marketing Book Podcast, I interviewed Eddie Yoon, author of Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth.
Superconsumers are obsessed with a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they really like.
Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% 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.
A bit more about the book…