The New NEO Consumer

When the economy gets shaky, consumers tend to spend less overall, and they look for more bargains when they do spend. If this is always true, then how do we explain how Apple generated $3B in iPad sales in 90 days during the Great Recession? If everyone is reducing their spending across the board, how does a nonessential and relatively expensive item like an iPad generate such large sales numbers during a severe recession? Is it because of the Apple logo or is something else at play? It turns out there are two distinctly different types of consumers with two different sets of values – the NEO consumer who is driven more by authenticity, design and uniqueness as opposed to the traditional consumer who is driven by price, features and status. Join us as we talk with Mike Hetherman of Willis about the impact of NEO consumers on the countertop business. What’s the benefit of marketing to NEOs? How do we identify NEOs? How do we market to NEOs? How do we use this knowledge to improve our businesses? If you want to get out of the lowest-price-per-square-foot game, understanding the impact NEOs can have on your business is a game changer. About the International Surface Fabricators Association (ISFA) The International Surface Fabricators Association (ISFA) is globally recognized as a premier trade organization serving the architectural surface industry. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else. Learn more at www.ISFAnow.org.