Tuesday, October 27, 2009
Monday, October 26, 2009
Friday, October 23, 2009
Tara Dakides Re-Joins the Sessions Family
Scotts Valley, CA, October 22, 2009- After 10 years of building her talent and winning the reputation of the “Best Female Snowboarder in the World”, Tara Dakides signs back up with Sessions joining the U.S. Pro Team. Sessions was Tara’s first outerwear sponsor when she first began snowboarding and winning awards and today we are pleased to announce that she is back with us.
“Life really does come full circle… Sessions was my first sponsor back in the day (19 years old) when a girl getting sponsored was few and far between. It’s a trip to come back after all these years with a new outlook and more experience. I’m excited to have more creative freedom with my outerwear designs and to be able to work with such great people who love to ride. Sessions is one of the few core snow/skate companies alive. I say core in the sense that they have kept it real and true with there riders and the people who work hard to build the brand. It’s nice to feel a part of helping build something and appreciated in the process. It’s good to be home!” –Tara Dakides
Tara has had many accomplishments in her career to date from Transworld and Snowboarder including winning such titles as Best Freestyle Rider, Best Overall Female Rider, Female Snowboarder of the Year, Best Rail Rider, Gold Metal Winner for the X-Games in Slopestyle and Big Air, 1st Place Vans Triple Crown, and the list goes on and on…
“I’m stoked to see Tara back with the Sessions family. She is so passionate about what Sessions stands for- snowboarding, skating, music and friendship.” –Joel Gomez
“Snowboarding has a lot to thank Tara for. In a time when women’s snowboarding was not as popular as it is today, Tara was breaking boundaries. She was not only progressing woman’s snowboarding but snowboarding as a whole. She paved the way for the Gretchen’s and Torah’s of today and opened up everyone’s eyes to what was possible. Cheers to you Tara and welcome back!”
- Brett Butcher, Sessions Team Manager
Everyone at Sessions would like to thank Tara for everything she has done for snowboarding and we are very excited to have her back in the Sessions family!
Look out for Tara’s Signature Jackets and Pants with Sessions for Snow 2011.
patthe
tws
Wednesday, October 21, 2009
The consumer decision journey
Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.”
Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey. Our thinking is applicable to any geographic market that has different kinds of media, Internet access, and wide product choice, including big cities in emerging markets such as China and India.
The consumer decision journey—an interactive
Consumers are changing the way they research and buy products. Here’s how marketers should respond.
We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience.
Finally, the research reinforced our belief in the importance not only of aligning all elements of marketing—strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions but also of integrating those elements across the organization. When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with the right message.
patthe
www.mckinseyquarterly.com
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.”
Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey. Our thinking is applicable to any geographic market that has different kinds of media, Internet access, and wide product choice, including big cities in emerging markets such as China and India.
The consumer decision journey—an interactive
Consumers are changing the way they research and buy products. Here’s how marketers should respond.
We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience.
Finally, the research reinforced our belief in the importance not only of aligning all elements of marketing—strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions but also of integrating those elements across the organization. When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with the right message.
patthe
www.mckinseyquarterly.com
Thursday, October 15, 2009
Wednesday, October 14, 2009
Friday, October 2, 2009
Thursday, October 1, 2009
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