All New PUBLISHING UNIVERSITY: November 4-6, 2007
Design Track
Session 5:
Nov 6th, 10:30 am to 12:00 noon
Speaker: Michael Linder
Session Title:
Research driven design drives sales: Anticipate the motivation, values and preferences of modern day consumers
Session Summary:
Michael Linder will present a landmark book study based on a proven research methodology that helps anticipate the motivation, values, and preferences of today’s Christian book buyers.
A book industry first, offered exclusively by Dickinson Press in North America, this research is a comprehensive analysis of individual decisions that identifies key consumer traits, what they value and what motivates them to buy. Built upon the finding of the Research Institute on Social Change [RISC], RISC uses behavioral and preference segmentation to help you:
1. Understand why people buy what they buy
2. Identify the specific design elements that attract them to specific products
3. Increase your ability to develop ‘break-out” products
4. Increase transactions, margins, and sales
5. Develop on-target design with greater proficiency and less heartburn!
Session Outline:
A. What is RISC?
a. Brief overview and history of the Research Institute on Social Change [RISC]
B. What are the ten key RISC consumer profiles?
a. The % of the US population each consumer profile represents
b. A brief overview describing the values, motivations, and orientation of each consumer profile
C. What are the strategic sales growth applications of RISC?
a. Age of the Individual: RISC identifies three mega-trends that are driving change
b. Design Integrity: five critical components to great design
c. Introduction to three high-value consumer groups
d. Introduction to the design preferences of three high-value consumer groups
e. Practical and actionable suggestions that can be implemented immediately
Speaker Bio:
Michael C. Linder, Vice President and Chief Marketing Officer, joined Dickinson Press Inc. [DP] in August of 2005. With 20 years of experience in the field of sales and marketing, Michael’s areas of expertise include: marketing, strategic planning, sales management, organizational development, compensation, and succession planning. He has extensive experience in change and change management. Prior to joining DPI, Michael was Vice President of Integrated Sales for Vertis, Inc. and a key leader that drove Vertis to be selected as the second “Most Admired Advertising Company” in America by Fortune magazine. Michael has also provided training and Executive Growth Coaching services through his own company and in association with the DaCo Corporation. Other positions include a variety of sales management positions within the Newspaper industry. He, his wife Colleen and their son Logan, live in Grand Rapids, Michigan.
Session 5:
Nov 6th, 10:30 am to 12:00 noon
Speaker: Michael Linder
Session Title:
Research driven design drives sales: Anticipate the motivation, values and preferences of modern day consumers
Session Summary:
Michael Linder will present a landmark book study based on a proven research methodology that helps anticipate the motivation, values, and preferences of today’s Christian book buyers.
A book industry first, offered exclusively by Dickinson Press in North America, this research is a comprehensive analysis of individual decisions that identifies key consumer traits, what they value and what motivates them to buy. Built upon the finding of the Research Institute on Social Change [RISC], RISC uses behavioral and preference segmentation to help you:
1. Understand why people buy what they buy
2. Identify the specific design elements that attract them to specific products
3. Increase your ability to develop ‘break-out” products
4. Increase transactions, margins, and sales
5. Develop on-target design with greater proficiency and less heartburn!
Session Outline:
A. What is RISC?
a. Brief overview and history of the Research Institute on Social Change [RISC]
B. What are the ten key RISC consumer profiles?
a. The % of the US population each consumer profile represents
b. A brief overview describing the values, motivations, and orientation of each consumer profile
C. What are the strategic sales growth applications of RISC?
a. Age of the Individual: RISC identifies three mega-trends that are driving change
b. Design Integrity: five critical components to great design
c. Introduction to three high-value consumer groups
d. Introduction to the design preferences of three high-value consumer groups
e. Practical and actionable suggestions that can be implemented immediately
Speaker Bio:
Michael C. Linder, Vice President and Chief Marketing Officer, joined Dickinson Press Inc. [DP] in August of 2005. With 20 years of experience in the field of sales and marketing, Michael’s areas of expertise include: marketing, strategic planning, sales management, organizational development, compensation, and succession planning. He has extensive experience in change and change management. Prior to joining DPI, Michael was Vice President of Integrated Sales for Vertis, Inc. and a key leader that drove Vertis to be selected as the second “Most Admired Advertising Company” in America by Fortune magazine. Michael has also provided training and Executive Growth Coaching services through his own company and in association with the DaCo Corporation. Other positions include a variety of sales management positions within the Newspaper industry. He, his wife Colleen and their son Logan, live in Grand Rapids, Michigan.
