- Next Economy: Will You Know Where Your Customers Are?
- Helps companies around the world adapt to the baby boomer phenomenon
- The Importance of Small Business in the Marketplace
Elliott Ettenberg a consumer marketing executive, helps companies around the world adapt to the baby boomer phenomenon.
He is helping them prepare for life after the boomers grow old and lose their status as the object of marketers’ intense affection and competition.
Advises consumer organizations how to develop a sustainable competitive advantage with their Best Customers, he is the former Chairman and CEO of three international advertising and marketing communications organizations.
He has captured his knowledge and experience in marketing some of the world’s best-known brands.
In a compelling narrative, he describes not only how business adapted to the Boomer phenomenon, and, more importantly, how it will have to adapt and restructure in the next ten years.
An astute marketer and engaging presenter, Elliott Ettenberg has an important and powerful message that marketers must hear.
The Next Economy
This presentation is a practical guide to building customer commitment, loyalty and profits in the new, restructured North American Marketplace.
Tracing the economic impact of the Baby Boomers from the late 1960’s to 2005, the speech defines how this generation has forced business to adapt their business models to huge shifts in customer demands.
When these Boomers retire in the next few years, they will once again radically alter business priorities as they withdraw from the marketplace, dramatically cutting back on spending.
Since consumer spending accounts for two thirds of Gross Domestic Product, the impact of this restructuring will be more severe and of a longer duration than most businesses expect.
The presentation defines a set of practical strategies to maximize profitability as the economy re-structures from supply side to demand side dominance. It is a blueprint on how large corporations can prosper given the emergence of the coming service economy, called The Next Economy.
Small is Beautiful: This presentation deals with the reversal of economies of scale as a competitive advantage. It discuses how in the coming decades, the service economy will strongly advantage those corporations which can get close to their best customers. In the battle for sales, size doesn’t matter. Small is beautiful. And profitable.
Ettenberg reviews the hidden impact of small business in the present economy and explains the reasoning behind this segments’ expected boom. He goes on to provide a blueprint on how large corporations and adjust organizational structure to des facto turn themselves into a holding company of smaller businesses.
How to Double the Impact of Your Marketing Budget: This presentation appeals to corporations with large advertising and marketing expenses and who are under some considerable pressure to reduce these costs. The presentation argues that marketers must convert to effectiveness and abandon efficiency as the rationale for marketing expenditures. It goes on to explain why most marketing tactics employed today are impotent at affecting customer behavior, resulting in a continuous loss of budget productivity.
Instead, Ettenberg proposes a set of new rules on how to spend marketing dollars more effectively. He provides a blueprint on how to double the impact of any consumer marketing budget thus giving corporations the ability to use these funds more effectively.